Global state of customer service
The transformation of customer service from 2015 to present day
The Microsoft 2019 State of Global Customer Service survey polled 5,088 individuals across Brazil, Germany, Japan, the United Kingdom and the United States to better understand the customer, their expectations, frustrations and perceptions of the delivery of customer service.
Since the first Global State of Customer Service study in 2015, customer expectations have continued to rise. Consistently delivering exceptional service is challenging for any brand, especially with fierce competition in an overcrowded market, not to mention the continual onslaught of new and emerging technologies that promise to uplift customer satisfaction. One constant in this volatile landscape is that brand differentiation is aligned with customer experience.
Organisations that understand this plurality, remain agile and attentive, and learn to create a consistently positive customer experience will prosper and move forward. Organisations that are less fluid and fail to respond to the customer’s expectations will contract and eventually fade from view. Customers continue to evolve, as does the technology that supports fast, first time delivery of solutions to customer issues.
To create a positive customer experience, organisations must understand customer behaviours, preferences and expectations. With this knowledge, combined with the latest technology and the ability to re-imagine the delivery of customer service, organisations can consistently craft experiences that build loyalty and engagement.
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