12 Take-Note Online Customer Service Statistics for 2012


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Since 2000, the number of internet users has grown by 528%. Almost a decade after customer service teams first embraced email as a support channel, consumers are now courting social media as the next evolution in customer service and support.

Here are 12 noteworthy 2012 statistics that speak to the evolution of online customer service:

  1. When customers have a problem with a product, 57% of consumers (including 71% of 16-24 year olds, 65% of 25-34 year olds, and 64% of 35 to 44 year olds) search for a solution online first. – Source: 2012 Sitel Study
  2. More than 50% of Facebook users, and 80% of Twitter users, expect a response to a customer service inquiry in a day or less. – Source: Consumer Views of Live Help Online 2012, A Global Perspective, Oracle
  3. Just over 40% of customer service tweets to 25 of the largest online retailers are answered in less than 24 hours. – Source: 2012 STELLA Service Study
  4. Zappos and LL Bean responded to 100% of customer service questions on Twitter within 24 hours of the question’s post. Zappos’ average response time: 54 minutes! – Source: 2012 STELLA Service Study
  5. More than a quarter of the 25 largest online retailers ignore consumer tweets altogether. – Source: 2012 STELLA Service Study
  6. 17% of customers age 16-34 said companies could most drastically improve customer experience by “responding quickly when I ask a question on Twitter.” – Source: 2012 Sitel Study
  7. Social customer service adoption is being driven by the younger generation. 15% of 16-24 year olds prefer social media over any other channel for customer service. – Source: 2012 Sitel Study
  8. More than 40% of consumers using social sites such as Facebook value access to customer service and nearly one in three expect a company to provide direct access to customer support and product experts. – Source: 2012 Consumer Views of Live Help Online, A Global Perspective, Oracle
  9. One in five shoppers prefer online chat over any other communication method – Source: 2012 Fourth Annual BoldChat Life Chat Effectiveness report
  10. 80% of consumers research products online every week. – Source: 2012 Consumer Views of Live Help Online, A Global Perspective, Oracle
  11. 75% of surveyed consumers said they would prefer to use online support if it were reliable and provided accurate and complete information; 91% say they would use an online knowledgebase if it were available and tailored to their needs. – Source: 2012 Amdocs Coleman Parkes Study
  12. Social customer will tell an average of 42 people about a good customer experience, and they will tell an average of 53 others about a bad customer experience. – Source: 2012 American Express Global Customer Service Barometer

Republished with author's permission from original post.

Tricia Morris
Tricia Morris is a product marketing director at 8x8 with more than 20 years of experience at technology companies including Microsoft and MicroStrategy. Her focus is on customer experience, customer service, employee experience and digital transformation. Tricia has been recognized as an ICMI Top 50 Thought Leader, among the 20 Best Customer Experience Blogs You Must Follow, and among the 20 Customer Service Influencers You Must Follow.


  1. #2 is really interesting. Goes to show that companies need to move where their customers are. If you don’t think your audience is using social media for customer support you might want to check again!


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