Key Findings

Consumers from 29 countries rated their recent contact center interactions, evaluating their overall satisfaction with the experience, their satisfaction with the wait time, and their satisfaction with the agent’s knowledge, empathy, and helpfulness. These consumers then told us how likely they are to demonstrate three key loyalty behaviors — purchasing more from, trusting, and recommending the company — following their recent contact center experience. From our analysis, we found that:

Under two-thirds of customer service experiences are satisfactory. Across all countries, 64% of consumers were satisfied with their customer service experience. Chinese consumers were satisfied most frequently, at 69%, while Argentinian consumers were satisfied least frequently, at just 49%.
Consumers also rated the components of their contact center experience poorly. One-third were not satisfied by the level of empathy their agent showed, while 45% were not satisfied by the length of the wait time they encountered during their most recent contact center experience.
Contact centers resolve less than half of consumer issues. Just 46% of consumers said that they were able to fully resolve their issue during their recent contact center experience. This number is lowest for Colombian and Argentinian consumers, less than one-third of whom said their issues were fully resolved during their contact center experience.
Satisfaction with a customer service experience correlates with stronger loyalty behaviors. Compared to an unsatisfying experience, after an overall satisfying experience, consumers are 5.2 times more likely to purchase more and 5.6 times more likely to recommend an organization. The benefits of delivering a satisfying customer service experience are largest in Europe, where consumers are 5.4 times more likely to rebuy, and in Australia and New Zealand, where consumers are 6.4 times more likely to recommend.