Home By the numbers What do Customers Want? – 37 Customer Service Statistics
Customer Service Statistics

What do Customers Want? – 37 Customer Service Statistics

by Andrea Stojanović

More than 90% of customers who are dissatisfied with your product will never complain; they’ll simply leave. Those who leave will tell at least 15 of their buddies just how disappointing your business is. Millennials expect you to respond to their Facebook messages within an hour. They are prepared to wait 4 hours before they give up on you for life. 

Here’s the deal: The mind-boggling customer service statistics we have compiled will show you just how important your support service is for the future of your business. Keep reading to make sure you don’t make the same mistakes as 70% of businesses, which perish in less than 10 years.

Feast your eyes on these great customer service statistics, which we’ve hand-picked from reports by renowned sources like Microsoft, Accenture, Statista, and Gartner. The most recent information available includes 2019, 2018, and 2017 surveys of marketers, marketing executives, and customers alike. 

What’s more, we’ve combined global and local info to give you a clear idea of how the fields of customer service and customer experience are growing in the US, Germany, Brazil, Japan, the UK, and a number of other countries. Along with over 30 fascinating customer service facts, we’ve also included a set of short comments and a collection of tips and tricks you can use to improve your service, regardless of how large or small your business is.

Top Customer Service Statistics, Editor’s Choice

  • 95% of respondents indicated that customer service is important to their choice of brand and their ongoing loyalty.
  • 13% of unsatisfied customers tell 15 or more people they’re unhappy with a particular product or service. 
  • Most people (59%) say they have higher customer service expectations now than they had a year ago.
  • Nearly 50% of companies know that having a solid omni-channel strategy will help them stand out and capture new clients.
  • Nearly 58% of consumers say it takes several “really bad” experiences to dump a brand.
  • By 2020, 30% of all B2B companies will employ artificial intelligence (AI) to augment at least one of their primary sales processes.

1. Revenues from B2B digital commerce are expected to nearly double by 2020, accounting for almost half of total B2B revenues.

(Accenture)
In the US alone, the B2B commerce market will hit $1.2 trillion by 2021. Accenture Interactive surveyed over 1,000 B2B sales executives to understand the changing digital customer service of the B2B market. Our findings concur: customer experience is the key to success. In the next two years, digital commerce will account for almost half of B2B businesses’ total revenue, up from 29% in 2017.

2. 66% of US customers have decided to do more work with businesses thanks to quality customer service.

(Statista)
A 2017–18 Statista survey once more brought the significance of customer service to light. The 2018 results are 2% lower than those from 2017, when 68% of customer respondents claimed the same.

3. 44% of consumers claim they are likely to become repeat buyers after a personalized shopping experience.

(Segment)
A recent Segment report on the state of personalization came up with this figure on personalized customer service. Researchers surveyed 1,006 respondents aged 18 or over, and 49% said they had purchased a product they did not initially intend to buy after receiving a personalized recommendation from a brand. What’s more, 40% claimed they had purchased something more expensive than they originally intended because of this personalized experience.

4. 77% of consumers admit they’ve fostered relationships with specific brands for 10 or more years.

(Inmoment)
This heartwarming retail customer service insight comes from the 2018 Retail CX Trends Report. It surveyed 1,300 US consumers of various age groups. As many as 60% of millennial respondents said the same, breaking down stereotypes about their generation having a short attention span.

5. In 2020, global revenue from offline commerce channels is likely to decrease by almost 20%.

(Accenture)
Customer service trends need to change with the times. People are less and less inclined to leave the house in order to make their everyday purchases. The shift from offline to online commerce channels has huge implications for the way B2B organizations handle their digital channels.

6. 95% of respondents indicated that customer service is a relevant factor in their choice of brand and their ongoing loyalty.

(Microsoft)
The Microsoft 2018 State of Global Customer Service survey polled 5,000 individuals across Brazil, Germany, Japan, the UK, and the US. The results show customer service remains a keystone of customer experience all over the world. The right customer service approach can make a brand stand out.

7. Only 30.4% of businesses have an executive accountable for customer experience.

(Dimension Data)
As vital as it is for customer acquisition and retention, customer service improvement is often not managed properly. Most businesses still handle the issue at a business-unit level, not at an executive level. This hectic approach to customer experience often results in serious systemic flaws. Users get easily frustrated with poor customer experience that doesn’t meet their demands. They also make poor investments in useless social media channels that are unlikely to bring convertible traffic.

8. 70% of respondents think more highly of brands that contact them with proactive customer service notifications.

(Microsoft)
While the proactive approach is popular among 66% of customers in the US, it’s even more desirable in Japan (80%) and Brazil (89%). Age wasn’t a major factor in these proactive customer service statistics, with 74% of people aged 18–34 and 65% aged 55+ approving of the proactive approach.

9. 90% of B2B leaders agree that customer experience plays a key role in their company’s strategic priorities.

(Accenture)
Successful businesses do their best to provide a product or service customers will need, enjoy, and trust. There’s no better way to create such a product than by listening to customers’ suggestions, questions, and complaints. Businesses drain resources to get an in-depth insight into user behavior, comments, and experiences with their products. After all, a satisfied customer is a paying customer likely to back in the future.

10. 59% of respondents show a deeper appreciation of brands that respond to customer service questions or complaints via social media.

(Microsoft)
This number was lower in the UK (46%) and the US (47%). Once again, though, Japan and Brazil showed a particular appreciation for brands that communicate with customers, with 59% and 85% of respondents respectively favoring those brands. As one would expect, the age variation here was considerable, with 77% of respondents aged 18–34 expecting the brands they use to respond via social media channels. On the other hand, only 40% of the 55+ demographic expected the same.

11. 59% of respondents claim they have higher customer service expectations now than they had a year ago.

(Microsoft)
This figure varied slightly in the US, the UK, Germany, and Japan, ranging from 50% in Germany to 56% in the US. Brazilians, however, seem to expect the biggest improvement in future customer service, with 82% reporting higher expectations.

12. The cost of attracting a new customer can be five times higher than retaining an existing one.

(Forbes)
The majority of customers visit your website or your brick-and-mortar location only one time. All the marketing efforts and money spent on driving traffic to your business results in most customers only giving you one shot. If you increase customer retention rates by 5%, you can grow profits by 25% to 95%, according to research by Frederick Reichheld of Bain & Company. (Bain & Company)

Customer Service Ratings

13. 66% of respondents in the Microsoft 2018 State of Global Customer Service survey believe the quality of customer service, in general, is getting better.

(Microsoft)
That’s 58% of Americans, 66% of people from the UK, and 60% of Germans. The difference between Japanese and Brazilian responses was minor, with 74% and 78% of customers satisfied respectively.

14. 39% of customers believe engaging with customer service organizations and having their questions answered is getting easier.

(Microsoft)
As many as 35% of respondents see no changes in the complexity of the customer service process. In fact, 26% report customer service is getting more difficult to handle. Response variations in the US are subtle, with 36% of respondents believing customer engagement is getting easier, 34% seeing no difference, and 30% claiming it’s getting harder. Customer service statistics indicate that people in the UK and Germany seem to be the least capable of keeping track of the changes. As many as 30% of respondents from the UK agree that customer engagement has become increasingly difficult for them, and 34% of Germans said the same.

15. 33% of respondents agree the most important aspect of good customer service is getting their issue resolved in one sitting.

(Microsoft)
And that’s regardless of interaction length. The second most important criterion for good customer service on a global scale is a knowledgeable customer service representative, at 31%. Customer service stats vary a great deal when it comes to respondents’ age in this case. Only 27% of customers aged 18–34 find representatives who don’t know what they’re doing insufferable. On the other hand, 40% of respondents over 55 think informed representatives are the most important customer service factor by far.

16. 90% of respondents believe organizations ought to give them the opportunity to provide customer feedback.

(Microsoft)
The poll covered Brazil, Germany, Japan, the UK, and the US, and pretty much everyone agrees on this one. Respondents in most countries do so at a rate of over 90%, regardless of age or gender. In Japan, however, the customer experience survey gave significantly different results. As many as 25% of Japanese customers aren’t interested in giving any type of customer service feedback, ever.

17. By 2020, 30% of all B2B businesses will use artificial intelligence (AI) to improve on or more of their primary sales processes.

(Gartner)
Gartner estimates that conversions can increase by up to 30% when companies use AI to automate and manage business processes and achieve higher efficiency. For enterprises with an insanely high number of leads, AI offers quick and effective customer support across a variety of sales stages.

18. 37% of respondents report they are only occasionally given the opportunity to provide feedback.

(Microsoft)
On the scale in the 2018 Microsoft survey, that’s a bit better than never and a bit worse than almost half the time. This suggests listening to customers may be the chief improvement customer service needs nowadays. The report also showed only 17% of respondents believe they are often given the opportunity to express concerns or ask questions, while only 7% believe this happens almost always.

19. 97% of consumers are more likely to maintain loyalty to a brand that implements changes based on their feedback.

(Apptentive)
Nothing makes customers feel more heard, appreciated, and privileged than seeing their preferred brand respond to their input. The bond of belonging to a community that cares about its customers and values their opinions helps businesses grow along with their customers.

20. Just over half (51%) of respondents think most brands don’t take action or make changes when they receive customer feedback.

(Microsoft)
The negative outweighs the positive in the UK (54%), Japan (53%), and Germany (58%). In the US (45%) and Brazil (44%), however, customer service statistics indicate people are slightly less cynical about how brands treat their feedback.

21. As many as 76% of consumers believe a customer service representative should know their contact, product, and service information history.

(Microsoft)
Most people agree on this one in all of the surveyed countries, regardless of sex and age. The high expectations range from 64% in Japan to 93% in Brazil. Still, according to 31% of respondents, representatives only occasionally have access to all this info in practice.

22. 50% of worldwide respondents have used three to five customer service channels, with 37% having used one or two.

(Microsoft)
Customer service stats show 39% prefer support via phone or another voice channel (like Skype), 20% prefer email, while 16% would rather engage in live chat support. Surprisingly, only 5% of respondents prefer contacting organizations via social media, despite spending so much of their online time on these platforms.

23. Typically, multi-channel customers are 15% more profitable than digital-only customers, and up to 25% more fruitful than human-only experiences.

(Accenture)
Nothing is free, not even free accounts on social media. The average consumer is simply more valuable if they have a social media presence. They are more susceptible to relevant advertising and word-of-mouth recommendations from online friends.

24. Nearly 50% of companies understand a solid omni-channel strategy will help them stand out and attract new clients.

(Microsoft)
These carefully collected customer service statistics indicate that most businesses are well aware of the huge importance of quality customer service. Microsoft reported that most customers went through multiple channels to get their questions answered. In fact, 9% have used more than six customer service channels.

25. Only 8.4% of businesses have all their channels connected.

(Dimension Data)
Organizations are still struggling to provide a connected customer journey, despite being aware of the importance of doing so. The customer experience and customer service industry is plagued by systems integration issues. Inconsistent data formats, lack of relevant education, and poor management in general all contribute to this. In many cases, channels are managed separately and fail to work towards a common goal.

26. 68% of consumers say they have resolved an issue via phone, making it by far the most used channel.

(Zendesk)
Phone and email are popular across all age demographics. In a 2019 Zendesk report, 1,850 people in Australia, Brazil, Canada, Germany, the UK, and the US all came across as chatty. The primary channel that consumers use to interact with brands today is a phone. Every anxious person’s nightmare is an average customer’s dream, probably because people believe a real conversation helps solve the issue quickly with the lowest chance of a misunderstanding.

27. On average, 55% of respondents haven’t used any type of social media for customer service.

(Microsoft)
Of those who did, 32% said Facebook, 13% YouTube and Twitter, 9% Instagram (9%), 4% Linkedin (4%), and 3% other. While social media complaints would seem much easier than calling a company and waiting on hold, it appears people prefer speaking to a real person whose voice they can hear. Only Brazil opts for the social media approach, with 61% of respondents reporting that they use Facebook for customer service.

28. Most consumers (72%) would rather interact with a happy agent than finish an interaction sooner.

(Aspect Software)
What does great customer service mean if not getting a chance to converse with an upbeat, preppy, enthusiastic individual who is eager to solve all your issues. Oddly enough, it doesn’t seem to matter how long an interaction takes as long as the customer service agent keeps spirits high. The worst alternative is not an annoyed, impatient, or even downright impolite online virtual agent. Instead, it’s the uninterested support officers who really grind customers’ gears. Make sure, then, to keep your employees happy and motivated if you want them to successfully interact with customers.

29. Most respondents (66%) say they try self-service before engaging with customer service.

(Microsoft)
Out of the 5,000 people surveyed, 43% say the main reason self-service was inefficient was due to a lack of information. It is possible that the info was available but either too complex to understand or too difficult to find, which is almost as bad as not being there at all. Only 22% of respondents said their issue turned out to be too complex to solve using self-service. A detailed, informative, and easy-to-manage automated self-service platform will save your business a lot of money on digital customer service.

30. 42% of B2B executives report that their mobile strategy simply consists of offering a mobile-optimized website.

(Accenture)
Businesses need to recognize that their presence on mobile devices is a crucial asset in their visibility. Only 32% of respondents reported that they leverage mobile via their web channels. In other words, they don’t have apps, and customers have to track them down via web browsers. Also, 9% admitted to having no mobile strategy at all. Embracing this platform and providing an integrated customer experience is a logical and necessary step for all businesses that plan to survive in the long run.

Poor Customer Service Statistics

31. 61% of respondents have ditched brands due to poor customer service.

(Microsoft)
Nearly half of respondents have abandoned a brand due to poor service within 12 months of taking the survey. While most respondent countries had similar results, Brazilians were particularly resentful of poor service, quitting brands at a whopping rate of 76%. Japan, on the other hand, had the lowest dissatisfaction levels at 48%. There is a chance the low dissatisfaction levels in Japan have to do with the prevalence of automatic robot shopping, at least to a degree. All of this just goes to show how vital satisfaction is for customer retention.

32. Only one in 26 unhappy customers complain. The rest churn.

(Engagement for a Changing World study)
If you think the absence of complaints signals customer satisfaction, you are sorely mistaken. Not only should companies take their customers’ complaints seriously, they ought to press them for feedback well before it gets to the complaint stage. The true enemy here is indifference.

33. 13% of unsatisfied customers tell 15 or more people when they’re unhappy with a product/service.

(Think Jar)
Not only will your dissatisfied customers abandon your brand without giving you a chance to improve, they will also badmouth you behind your back. Here’s why customer service is important: With every unsatisfied customer, you’re likely to lose 15+ future prospects. Those are some serious long-term consequences.

34. Companies that ignore support requests on social media have a 15% higher average churn rate than those that do respond.

(Big Commerce)
Friends, colleagues, and meme pages typically respond to messages within minutes. As a business, you have a bit more leeway; 42% of customers expect you to respond within an hour. Some smaller businesses can achieve this with a single social media manager, while large enterprises will probably need to hire a social-management team. Social media complaints, comments, and questions present an important opportunity to learn how you can improve your product and service, while also showing your customers you care about their opinion. (Convince & Convert)

35. 91% of unhappy customers who don’t complain simply leave.

(Think Jar)
A recent survey involving hundreds of customer-service or experience-management professionals indicates that one can’t overstate the importance of customer service and experience. In fact, 87.2% of organizations agree that customer loyalty correlates directly with commercial success. If you want your customers to stay loyal to your brand, you ought to do your best to provide a top-notch customer experience. (Dimension Data)

36. Roughly 58% of consumers say it takes several “really bad” experiences to dump a brand.

(InMoment)
The 2018 Retail CX Trends Report surveyed 1,300 US consumers, 34% of whom said ditching a brand is a matter of “growing apart.” In business as in life, the gradual decrease in customer experiences that made them feel special, valued, and relevant results in a different, more resourceful brand grabbing their attention. Your service, therefore, needn’t necessarily be bad in order for your customer service images to forever fade into indifference. You could simply be unremarkable.

37. Only 19% of customers claim they only give a brand one shot before they leave.

(InMoment)
The most demanding customers make for just under 20% of your overall user base, which might not appear too bad. Still, keep in mind that every customer who ditches you in anger is likely to tell at least 15 friends how terrible your business is. This sad state of affairs highlights the need for quality online customer experience management tools to help you keep track of user satisfaction. You also need an uncompromising policy that values kind, approachable customer service staff.

In 2018, David VanAmburg, managing director of ACSI (American Customer Satisfaction Index) ranked his top 20 companies with great customer service. The list was published in a Forbes article, with the top five companies as follows: (Forbes)
Chick-fil-A, a restaurant with a highly focused menu and outstanding service.
Trader Joe’s, a supermarket with private label staples and organic produce.
Aldi, a budget supermarket with a no-frills approach that provides high quality.
Amazon, the world’s largest retailer, which combines exceptional value with timely delivery and high user satisfaction.
Lexus, Toyota’s leader among the luxury car brands, which offers comfortable, sleek design and a smooth ride.

FAQ

What percentage of customers will actually complain when they are dissatisfied with service?

Lucky for you, it’s only 4%. But hey, don’t get your hopes up; end-user comments and complaints often signify how badly things are going when it’s already too late. If you want to grow, improve, and make money, you need to learn all you can about your users’ online behavior, their interests, and their expectations. To businesses that are already thriving, criticism is not a letdown but rather an opportunity for change and accommodation.

What percentage of customers who have a negative experience tell others about it?

Here’s the cold hard truth: While 96% of customers will abandon you without leaving a note, they are highly likely to tell on you to at least 15 friends. Spreading the word on just how much your product or service has disappointed them and how wrong they were to put their trust in you transforms your ex-customers into potential problems. If this sounds like a joke, you’re not taking quality customer service seriously enough.

What are the 3 most common reasons for guest complaints?

The worst thing you can do is lie and not keep your promises, as people don’t want to be cheated out of their money, obviously. The second-worst thing you can do is provide poor customer service, which can be as simple as conversing in an unaffected, flat, or uninterested tone. Customers prefer enthusiastic, energetic, and friendly CSRs, and even a neutral attitude can be seen in a negative light. Finally, you need to be able to solve problems in one sitting, without transferring from CSR to CSR. People dislike having to repeat themselves with a new representative every time.

More than 30 customer service statistics to guide you through your own business endeavors. A detailed understanding of user behavior and an objective approach to your marketing analysis is vital for the growth and even survival of your business.

Bottom line: Optimize your website for mobile devices, write relevant, targeted content regularly, and don’t underestimate the importance of paid ads. Good luck!

Sources:

  1. Accenture
  2. Statista
  3. Segment 
  4. Inmoment
  5. Accenture
  6. Microsoft
  7. Dimension Data
  8. Microsoft
  9. Accenture
  10. Microsoft
  11. Microsoft
  12. Forbes, Brain & Company
  13. Microsoft
  14. Microsoft
  15. Microsoft
  16. Microsoft
  17. Gartner
  18. Microsoft
  19. Apptentive
  20. Microsoft
  21. Microsoft
  22. Microsoft
  23. Accenture
  24. Microsoft
  25. Dimension Data
  26. The Zendesk Customer Experience Trends Report 2019
  27. Microsoft
  28. Aspect Software
  29. Microsoft
  30. Accenture
  31. Microsoft
  32. Engagement for a Changing World Research Study
  33. Think Jar
  34. Big Commerce, Convince & Convert
  35. Think Jar, Dimension Data
  36. InMoment
  37. InMoment

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