State of Customer Service Report – Microsoft, KLM and 500+ Leaders on the State of Customer Focus


The annual report on State of Customer Service Survey gives you a detailed insight from about 500 plus participants on the major opportunities and issues in 2018, as well as, some new stats for benchmarking your performance metrics. It is a well-rounded report as many well-known global players like KLM, Microsoft, and Estee Lauder have contributed to it.

The report has over 20 pages briefing and covers the following:

1. To know how the major brands have been creating excellent customer service for the current year and the reason why self-service has become so popular these days

2. Ways of benchmarking a business vis-à-vis competition and items being currently researched for future

3. The top priorities for 2018, as well as, beyond and where the budget is being spent by the customer service representatives and where they can invest n the coming 6 to 12 months.

4. Highlighting the top issues for the leaders of in-house customer service in 2018.

No one can dispute the fact that the expectation level for world-class customer service that has an extensive knowledge base and has been going up throughout the world. After all, customers expect beyond the expertise of customer service representatives, resolution times and convenience from the brands.

The emerging customer preferences are closely connected to the innumerable innovations being made in the digital technology space, which should be embraced by the brands if they want to be in pace with the increased customer expectations.  

Fortunately for brands that are able to deliver their customer expectations can enjoy higher customer loyalty and retention. About 5,000 people participated in the State of Global Service survey in 2017 conducted by Microsoft. The respondents were from countries like the United Kingdom, Japan, Germany, Brazil, and the United States.

Though people, irrespective of the age group they belong to are following the new digital trends, millennial are particularly are instrumental in shaping the manner in which brands should retrospect about the customer service engagement in the future. Irrespective of the field, service organizations today are a focal point for engaging customers for many brands all over the world.

Report findings

The report reveals that about 96 percent of the poll participants stated that customer service is crucial when they choose to become loyal to a particular brand. As customer experience appears to be a key differentiator according to the survey conducted, a service organization should be empowered for delivering contextual and personalized interactions all through the customer journey.

Act on the frustrations and perceptions of customers to enhance customer satisfaction

The survey found that about 67 percent of the global respondents feel that customer service is actually getting improved. Although it is definitely good news, that does not signify customer are not getting frustrated due to the poor quality of customer support in some cases. Around 56 percent of the global respondents are not doing any transaction with those brands they had a poor experience in customer service delivery. Plus, 47 percent of the respondents mentioned that the choice was made by them in the last 1 year.

Although the options for self-service have been increasing, many customers still prefer live-agent support. There has been an increase in frustration when customers fail to access a live agent for support. The fact is about 30 percent of global respondents found it a highly disappointing feature with respect to their dismissal experience in customer support.

Developing brand loyalty with outstanding customer service

As technology continues to advance to meet the growing customer expectations, the current year is not an exception to the rule. About 54 percent of the survey participants mentioned their customer service expectations are higher today as compared to a year earlier. In fact, the percentage surges to about 66 percent for the surveyed respondents in the age group of 18 to 34.  As an increasing number of customers have started their customer service engagement online, it is crucial to facilitate a smooth transition from self-service to service assisted by agents with enhanced customer service skills.

As many as approximately 72 percent of the respondents want the customer service representatives to be already aware of their identities, what they have bought, as well as, the insights gathered from their earlier engagements.

Around 77 percent of the customers view those brands favorably, which ask for, as well as, get customer feedback proactively. Plus, 68 percent of the customers like those brands that contact or offer them customer service notification proactively.

The most tech-savvy generation, the millennial had also something interesting to say in the survey. More than 50 percent of the global respondents view those brands favorably that engages with their customers via social media. In fact, 74 percent of the millennial mention responsiveness on social media enhances their brand perception. Additionally, 79 percent of the participants view all such brands positively, which feature a mobile-responsive portal for customer support. A whopping 96 percent of the poll participants stated that customer service has an important role to play when they choose and opt to remain loyal to a brand.

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