Top 5 Customer Service Statistics for 2012


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Driven by rapid changes in technology, social media, and consumer behavior, customer service expectations continue to increase and only the best businesses are keeping up. Superior customer service experience generates return customers, loyalty, and ultimately, higher profits.

To help with this challenge, I’ve compiled a list of 5 important customer service statistics that cover interaction channel preferences, customer expectations, consumer attitudes towards the current state of support, and contact center priorities to guide your strategy moving forward.


  1. What Consumers Think About The State of Customer Service
  2. Only 26% of consumers responded positively when asked if they believe customer service centers provide great support, compared to 49% who did not. This clearly shows how the industry is missing the mark in relation to customer expectations.

    The upside is that this is a perfect opportunity for organizations to step up to the plate and differentiate themselves by providing better service experiences.

    Q: “Please rate the level to which you agree or disagree with the following statement:
    Customer service centers always provide excellent customer service.”

    Attitudes Towards Customer Service Centers

    Source: Avaya Consumer Preference Report 2011

  3. How Customers Want to Communicate
  4. 80% of consumers prefer talking to an agent on the phone, which poses a financial challenge for organizations because it is by far the most expensive channel to support.

    The range of channel preferences highlights the need for support centers to provide multi-channel service options, which is a difficult undertaking to do right, and may explain low customer satisfaction with customer service as a whole.

    Q: “Which methods do you prefer to use for industry customer service centers?”

    Contact Center Interaction Preferences

    Source: Avaya Consumer Preference Report 2011

  5. The Changing Importance of Contact Center Metrics
  6. Customer satisfaction is finally climbing up the priority list and, in my opinion, is the most important metric for a truly customer-centric organization. Two years ago, first call resolution and answer speed would be low on the list but, as of late, they have become significantly more important. These changes are indicative that consumer demands are driving the shift in metrics.

    Q: “How important are these contact center metrics compared with two years ago?”

    Changing Importance of Contact Center Metrics

    Source: The US Contact Center Decision Maker’s Guide

  7. How To Become An ‘Excellent’ Contact Center
  8. Being a customer service leader means knowing how your customers define excellence. The results below show that quickly connecting with an agent and prompt issue resolution are the two factors that should be addressed.

    Q: “Ideally, what should a company’s customer service center offer you in order to rate your experience as truly excellent?”

    Contact Center Excellence Factors

    Source: Avaya Consumer Preference Report 2011

  9. Emerging Call Center Technologies
  10. The contact center industry is experiencing a growth in innovative new technologies. At the core of these new technologies are changing customer demands and preferences. Offering these capabilities can be a great way for service centers to gain a competitive edge. I recently wrote about some of these in 5 Call Center Technologies Heating Up Customer Service.

    Research indicates consumers strongly prefer the telephone channel and having their issues resolved quickly. Accordingly, 27% of respondents said they are extremely likely to use intelligent call-back technology, which eliminates hold times in call centers. Smartphone applications and video aren’t far behind, driven by evolving global trends.

    Q: “If the following types of interaction were offered to you as a way to communicate with a company in the future,how likely would you be to use them?”

    Changing Importance of Contact Center Metrics

    Source: Avaya Consumer Preference Report 2011


    Are you a customer service professional? Download my free whitepaper,
    Top 10 Customer Service Trends of 2012 for the industry’s latest insights.

    Original Post by Omar Zaibak.


  1. Omar, I’m curious about point 2, How Customers Want to Communicate. Taking the airline industry as an example, less than 1 in 10 of my interactions I have may be by phone, the others are by web and mobile app when reserving a flight, checking in, or changing a seat. In banking, it’s probably less than 1 in 100. Am I part of a minority, or is your statistic from a particular subset of customer service interactions? Thanks!


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