2017
STATE OF GLOBALCUSTOMER SERVICEREPORT1

2017 STATE OF GLOBAL CUSTOMER SERVICE REPORTINTRODUCTIONEXPECTATIONS FOR CUSTOMER SERVICECONTINUE TO RISE AROUND THE GLOBE
Customers expect more from brands when it comes to convenience,
resolution times and agent expertise. Evolving customer preferences
are tightly linked to innovations in digital technology, and brands mustembrace both in order to keep pace with heightened expectations. The
good news is that brands that can deliver on expectations are rewarded
with higher rates of customer retention and loyalty.
The Microsoft 2017 State of Global Customer Service survey polled
5,000 people from Brazil, Germany, Japan, the United Kingdom andthe United States. We continue to find commonalities along with distinct
differences between locales. And though people in all age groups areembracing new digital trends, millennials especially are shaping the way
brands need to think about the future of customer service engagement.
Regardless of industry, service organisations are a customer engagement
focal point for brands around the world. Our report reveals that 96% ofrespondents say customer service is important in their choice of loyalty
to a brand. And because customer experience is a key differentiator,
empowering your service organisation to deliver personalised andcontextual interactions throughout the customer journey is a strategic
imperative.
We hope you find these insights beneficial as you continue refining andinnovating your customer service strategy.

2

2017 STATE OF GLOBAL CUSTOMER SERVICE REPORTBRAND LOYALTY
BUILD LOYALTY FOR YOUR BRAND
WITH EXCEPTIONAL CUSTOMER SERVICE
It’s been a few years since the digitally empowered customer first sent customer
expectations soaring. And with the march of technology continuing to drive those
expectations, and vice versa, this year is no exception: 54% of respondents say they
have higher expectations for customer service today than they had one year ago.
This number jumps to 66% for the 18–34-year-olds surveyed.
What do these rising expectations look like? With more and more customers beginningtheir service engagement online, facilitating a seamless transition from self-help toagent assisted service is critical. A whopping 72% of respondents expect agents toalready know who they are, what they've purchased and have insight into theirprevious engagements.
Customer service organisations have the power to drive positive brand sentiment inseveral ways. For example, 77% of customers have a more favourable view of brands thatask for and accept customer feedback. And 68% of customers have a more favourable
view of brands that offer or contact them with proactive customer service notifications.
And let’s not forget about those millennials – the most technologically savvy generation.
While a little over half of all global respondents have a more favourable view of brands
that engage via social media, 74% of millennials say social media responsiveness
improves their perception of a brand. Similarly, 79% of millennial respondents havea more favourable view of brands that offer a mobile-responsive customer support portal.
96% of our respondents say customer service plays a role in their choice of and loyalty
to a brand. This number is simply too high to ignore – and there’s a major pay-off
for brands that seize the opportunity. There is a direct correlation between superior
customer service and brand loyalty, which means your customer service organisation
can be a key stakeholder of your customer acquisition and retention strategy.

3

2017 STATE OF GLOBAL CUSTOMER SERVICE REPORTBRAND LOYALTYHOW IMPORTANT IS CUSTOMER SERVICE TO YOU IN YOUR CHOICE OF OR LOYALTY TO A BRAND?
UNITED STATESUNITED KINGDOMAGES 18–34

MALE

Very Important: 69%

Very Important: 57%

Very Important: 66%

Very Important: 58%

Somewhat Important: 29%

Somewhat Important: 40%

Somewhat Important: 30%

Somewhat Important: 37%

Not Important: 2%

Not Important: 3%

Not Important: 3%

Not Important: 5%

BRAZILJAPAN

AGES 35–54

FEMALE

Very Important: 90%

Very Important: 30%

Very Important: 56%

Very Important: 60%

Somewhat Important: 9%

Somewhat Important: 61%

Somewhat Important: 39%

Somewhat Important: 36%

Not Important: 1%

Not Important: 10%

Not Important: 5%

Not Important: 4%

GERMANYGLOBAL AVERAGE

AGES 55+

Very Important: 50%

Very Important: 59%

Very Important: 55%

Somewhat Important: 45%

Somewhat Important: 37%

Somewhat Important: 41%

Not Important: 6%

Not Important: 4%

Not Important: 4%

42017 STATE OF GLOBAL CUSTOMER SERVICE REPORTBRAND LOYALTYDO YOU HAVE HIGHER EXPECTATIONS FOR CUSTOMER SERVICE TODAY THAN YOU HAD ONE YEAR AGO?
UNITED STATESUNITED KINGDOMAGES 18–34

MALE

Yes: 57%

Yes: 48%

Yes: 66%

Yes: 54%

No: 43%

No: 52%

No: 34%

No: 46%BRAZILJAPAN

AGES 35–54

FEMALE

Yes: 79%

Yes: 45%

Yes: 54%

Yes: 54%

No: 22%

No: 55%

No: 46%

No: 46%

GERMANYGLOBAL AVERAGE

AGES 55+

Yes: 42%

Yes: 54%

Yes: 42%

No: 58%

No: 46%

No: 58%

WHEN YOU CONTACT A BRAND OR ORGANISATION FOR CUSTOMER SERVICE, DO YOU EXPECTTHE REPRESENTATIVE TO KNOW YOUR CONTACT, PRODUCT AND SERVICE INFORMATION/HISTORY?
UNITED STATESUNITED KINGDOMAGES 18–34

MALE

Yes: 66%

Yes: 68%

Yes: 77%

Yes: 73%

No: 34%

No: 32%

No: 23%

No: 27%BRAZILJAPAN

AGES 35–54

FEMALE

Yes: 95%

Yes: 56%

Yes: 73%

Yes: 70%

No: 6%

No: 44%

No: 27%

No: 30%GERMANYGLOBAL AVERAGE

AGES 55+

Yes: 74%

Yes: 72%

Yes: 65%

No: 26%

No: 28%

No: 35%52017 STATE OF GLOBAL CUSTOMER SERVICE REPORTBRAND LOYALTYDO YOU HAVE A MORE FAVOURABLE VIEW OF BRANDS THAT ASK FOR AND ACCEPT CUSTOMER FEEDBACK?
UNITED STATESUNITED KINGDOMAGES 18–34

MALE

Yes: 78%

Yes: 66%

Yes: 82%

Yes: 77%

No: 23%

No: 34%

No: 18%

No: 23%BRAZILJAPAN

AGES 35–54

FEMALE

Yes: 97%

Yes: 74%

Yes: 76%

Yes: 77%

No: 3%

No: 27%

No: 24%

No: 23%

GERMANYGLOBAL AVERAGE

AGES 55+

Yes: 71%

Yes: 77%

Yes: 73%

No: 29%

No: 23%

No: 27%

DO YOU BELIEVE MOST BRANDS TAKE ACTION ON FEEDBACK PROVIDED BY THEIR CUSTOMERS?
UNITED STATESUNITED KINGDOMAGES 18–34

MALE

Yes: 63%

Yes: 52%

Yes: 58%

Yes: 52%

No: 37%

No: 48%

No: 42%

No: 48%BRAZILJAPAN

AGES 35–54

FEMALE

Yes: 60%

Yes: 40%

Yes: 51%

Yes: 52%

No: 40%

No: 60%

No: 49%

No: 48%GERMANYGLOBAL AVERAGE

AGES 55+

Yes: 45%

Yes: 52%

Yes: 48%

No: 55%

No: 48%

No: 52%62017 STATE OF GLOBAL CUSTOMER SERVICE REPORTBRAND LOYALTYDO YOU HAVE A MORE FAVOURABLE VIEW OF BRANDS THAT OFFER
OR CONTACT YOU WITH PROACTIVE CUSTOMER SERVICE NOTIFICATIONS?
UNITED STATESUNITED KINGDOMAGES 18–34

MALE

Yes: 67%

Yes: 58%

Yes: 73%

Yes: 70%

No: 33%

No: 42%

No: 27%

No: 30%BRAZILJAPAN

AGES 35–54

FEMALE

Yes: 90%

Yes: 72%

Yes: 68%

Yes: 67%

No: 11%

No: 28%

No: 32%

No: 33%

GERMANYGLOBAL AVERAGE

AGES 55+

Yes: 55%

Yes: 68%

Yes: 64%

No: 45%

No: 32%

No: 36%

DO YOU HAVE A MORE FAVOURABLE VIEW OF BRANDS THATRESPOND TO CUSTOMER SERVICE QUESTIONS OR COMPLAINTS ON SOCIAL MEDIA?
UNITED STATESUNITED KINGDOMAGES 18–34

MALE

Yes: 46%

Yes: 40%

Yes: 74%

Yes: 54%

No: 54%

No: 60%

No: 26%

No: 46%BRAZILJAPAN

AGES 35–54

FEMALE

Yes: 88%

Yes: 52%

Yes: 58%

Yes: 57%

No: 12%

No: 48%

No: 42%

No: 43%

GERMANYGLOBAL AVERAGE

AGES 55+

Yes: 52%

Yes: 55%

Yes: 33%

No: 48%

No: 45%

No: 67%72017 STATE OF GLOBAL CUSTOMER SERVICE REPORTBRAND LOYALTYDO YOU HAVE A MORE FAVOURABLE VIEW OF BRANDS THAT OFFER A
MOBILE-RESPONSIVE CUSTOMER SERVICE SUPPORT PORTAL?
UNITED STATESUNITED KINGDOMAGES 18–34

MALE

Yes: 52%

Yes: 45%

Yes: 79%

Yes: 64%

No: 48%

No: 55%

No: 21%

No: 36%BRAZILJAPAN

AGES 35–54

FEMALE

Yes: 91%

Yes: 69%

Yes: 68%

Yes: 66%

No: 9%

No: 31%

No: 32%

No: 34%

GERMANYGLOBAL AVERAGE

AGES 55+

Yes: 69%

Yes: 65%

Yes: 47%

No: 31%

No: 35%

No: 53%82017 STATE OF GLOBAL CUSTOMER SERVICE REPORTPERCEPTIONS & FRUSTRATIONSACT ON CUSTOMER PERCEPTIONSAND FRUSTRATIONS TO IMPROVECUSTOMER SATISFACTION
According to 67% of our global respondents, customer service is getting better.
While this is certainly good news, it doesn’t mean that frustrating customer service
experiences are a thing of the past. In fact, 56% of global respondents have stopped
doing business with a brand due to a poor customer service experience, and 47% of
those respondents say they made that choice within the past 12 months.
So, what are the biggest dos and don’ts of customer service for 2017? Despite theincreasing number of self-service options, customers still seek live-agent support.
Frustration spikes when customers are unable to reach a live person for support. In fact,
30% of global respondents find it to be the most frustrating aspect of a poor customer
service experience. And 30% of those polled say the most important aspect of a good
customer service experience is speaking with a knowledgeable and friendly agent.
Though more and more customers are solving issues through self-service, the results
show that customers still rely on effective agent support when they encounter problems
too tricky to solve on their own. These days, agents are likely to connect with customers
who have already attempted to resolve their issue through another channel, so anagent’s ability to pick up exactly where the last interaction left off – and deliver
a personalised and contextual interaction – is key to a positive experience.
The bottom line is this: customers want their experience to feel effortless, regardless ofwhether it’s through self-service or with the help of an agent. Unfortunately, that’s not
the case when looking at the 80% of respondents who believe it takes some or even too
much effort to resolve their customer service issues. While this number uncovers room
for significant improvement globally, brands can seize this as an opportunity to improvecustomer perception by providing frictionless customer service engagements.

92017 STATE OF GLOBAL CUSTOMER SERVICE REPORTPERCEPTIONS & FRUSTRATIONSWHAT DO YOU FEEL IS THE MOST IMPORTANT ASPECT OF A GOOD CUSTOMER SERVICE EXPERIENCE?
UNITED STATESUNITED KINGDOMAGES 18–34

MALE

Not having to repeat myself/
not being passed from agent to agent: 21%

Not having to repeat myself/
not being passed from agent to agent: 31%

Not having to repeat myself/
not being passed from agent to agent: 24%

Not having to repeat myself/
not being passed from agent to agent: 25%

Being able to find the responses and information
I need without having to contact support: 13%

Being able to find the responses and information
I need without having to contact support: 10%

Being able to find the responses and information
I need without having to contact support: 18%

Being able to find the responses and information
I need without having to contact support: 13%

A friendly & knowledgeable representative: 33%

A friendly & knowledgeable representative: 30%

A friendly & knowledgeable representative: 29%

A friendly & knowledgeable representative: 31%

Getting my issue resolved in a single interaction(no matter the length of time): 32%

Getting my issue resolved in a single interaction(no matter the length of time): 29%

Getting my issue resolved in a single interaction(no matter the length of time): 28%

Getting my issue resolved in a single interaction(no matter the length of time): 30%

Other: 1%

Other: 1%

Other: 2%

Other: 2%

BRAZILJAPAN

AGES 35–54

FEMALENot having to repeat myself/
not being passed from agent to agent: 28%

Not having to repeat myself/
not being passed from agent to agent: 36%

Not having to repeat myself/
not being passed from agent to agent: 30%

Not having to repeat myself/
not being passed from agent to agent: 30%

Being able to find the responses and information
I need without having to contact support: 14%

Being able to find the responses and information
I need without having to contact support: 18%

Being able to find the responses and information
I need without having to contact support: 18%

Being able to find the responses and information
I need without having to contact support: 13%

A friendly & knowledgeable representative: 25%

A friendly & knowledgeable representative: 19%

A friendly & knowledgeable representative: 29%

A friendly & knowledgeable representative: 29%

Getting my issue resolved in a single interaction(no matter the length of time): 33%

Getting my issue resolved in a single interaction(no matter the length of time): 22%

Getting my issue resolved in a single interaction(no matter the length of time): 28%

Getting my issue resolved in a single interaction(no matter the length of time): 27%

Other: 1%

Other: 5%

Other: 2%

Other: 2%

GERMANYGLOBAL AVERAGE

AGES 55+

Not having to repeat myself/
not being passed from agent to agent: 21%

Not having to repeat myself/
not being passed from agent to agent: 27%

Not having to repeat myself/
not being passed from agent to agent: 28%

Being able to find the responses and information
I need without having to contact support: 10%

Being able to find the responses and information
I need without having to contact support: 13%

Being able to find the responses and information
I need without having to contact support: 9%

A friendly & knowledgeable representative: 42%

A friendly & knowledgeable representative: 30%

A friendly & knowledgeable representative: 33%

Getting my issue resolved in a single interaction(no matter the length of time): 26%

Getting my issue resolved in a single interaction(no matter the length of time): 28%

Getting my issue resolved in a single interaction(no matter the length of time): 29%

Other: 1%

Other: 2%

Other: 1%

102017 STATE OF GLOBAL CUSTOMER SERVICE REPORTPERCEPTIONS & FRUSTRATIONSWHAT IS THE MOST FRUSTRATING ASPECT OF A POOR CUSTOMER SERVICE EXPERIENCE?
UNITED STATESUNITED KINGDOMAGES 18–34

MALE

Not being able to resolve my issue
or find information online: 18%

Not being able to resolve my issue
or find information online: 14%

Not being able to resolve my issue
or find information online: 26%

Not being able to resolve my issue
or find information online: 21%

Automated Telephone System (IVR)/inability toreach a live person for customer support: 34%

Automated Telephone System (IVR)/inability toreach a live person for customer support: 33%

Automated Telephone System (IVR)/inability toreach a live person for customer support: 19%

Automated Telephone System (IVR)/inability toreach a live person for customer support: 30%

A representative not having the knowledge
or ability to resolve my issue: 26%

A representative not having the knowledge
or ability to resolve my issue: 25%

A representative not having the knowledge
or ability to resolve my issue: 32%

A representative not having the knowledge
or ability to resolve my issue: 29%

Having to repeat or provide my
information multiple times: 22%

Having to repeat or provide my
information multiple times: 28%

Having to repeat or provide my
information multiple times: 22%

Having to repeat or provide my
information multiple times: 20%

BRAZILJAPAN

AGES 35–54

FEMALENot being able to resolve my issue
or find information online: 25%

Not being able to resolve my issue
or find information online: 24%

Not being able to resolve my issue
or find information online: 20%

Not being able to resolve my issue
or find information online: 19%

Automated Telephone System (IVR)/inability toreach a live person for customer support: 19%

Automated Telephone System (IVR)/inability toreach a live person for customer support: 30%

Automated Telephone System (IVR)/inability toreach a live person for customer support: 27%

Automated Telephone System (IVR)/inability toreach a live person for customer support: 29%

A representative not having the knowledge
or ability to resolve my issue: 34%

A representative not having the knowledge
or ability to resolve my issue: 28%

A representative not having the knowledge
or ability to resolve my issue: 30%

A representative not having the knowledge
or ability to resolve my issue: 29%

Having to repeat or provide my
information multiple times: 22%

Having to repeat or provide my
information multiple times: 19%

Having to repeat or provide my
information multiple times: 22%

Having to repeat or provide my
information multiple times: 22%

GERMANYGLOBAL AVERAGE

AGES 55+

Not being able to resolve my issue
or find information online: 19%

Not being able to resolve my issue
or find information online: 20%

Not being able to resolve my issue
or find information online: 13%

Automated Telephone System (IVR)/inability toreach a live person for customer support: 32%

Automated Telephone System (IVR)/inability toreach a live person for customer support: 30%

Automated Telephone System (IVR)/inability toreach a live person for customer support: 43%

A representative not having the knowledge
or ability to resolve my issue: 33%

A representative not having the knowledge
or ability to resolve my issue: 29%

A representative not having the knowledge
or ability to resolve my issue: 25%

Having to repeat or provide my
information multiple times: 17%

Having to repeat or provide my
information multiple times: 21%

Having to repeat or provide my
information multiple times: 20%

112017 STATE OF GLOBAL CUSTOMER SERVICE REPORTPERCEPTIONS & FRUSTRATIONSHAVE YOU EVER STOPPED DOING BUSINESS WITH A BRAND BECAUSE OF A POOR CUSTOMER SERVICE EXPERIENCE?
UNITED STATESUNITED KINGDOMAGES 18–34

MALE

Yes: 59%

Yes: 61%

Yes: 63%

Yes: 57%

No: 41%

No: 39%

No: 37%

No: 43%BRAZILJAPAN

AGES 35–54

FEMALE

Yes: 78%

Yes: 35%

Yes: 56%

Yes: 55%

No: 22%

No: 65%

No: 44%

No: 45%

GERMANYGLOBAL AVERAGE

AGES 55+

Yes: 46%

Yes: 56%

Yes: 48%

No: 54%

No: 44%

No: 52%122017 STATE OF GLOBAL CUSTOMER SERVICE REPORTPERCEPTIONS & FRUSTRATIONSIF YOU HAVE STOPPED DOING BUSINESS WITH A BRAND DUE TO A
POOR CUSTOMER SERVICE EXPERIENCE, WAS IT WITHIN THE PAST 12 MONTHS?
UNITED STATESUNITED KINGDOMAGES 18–34

MALE

Yes: 44%

Yes: 42%

Yes: 61%

Yes: 48%

No: 56%

No: 58%

No: 39%

No: 52%BRAZILJAPAN

AGES 35–54

FEMALE

Yes: 67%

Yes: 24%

Yes: 44%

Yes: 46%

No: 33%

No: 76%

No: 56%

No: 54%

GERMANYGLOBAL AVERAGE

AGES 55+

Yes: 40%

Yes: 47%

Yes: 32%

No: 60%

No: 53%

No: 68%OVERALL, IS CUSTOMER SERVICE GETTING BETTER?
UNITED STATESUNITED KINGDOMAGES 18–34

MALE

Yes: 62%

Yes: 61%

Yes: 75%

Yes: 67%

No: 38%

No: 39%

No: 25%

No: 33%BRAZILJAPAN

AGES 35–54

FEMALE

Yes: 79%

Yes: 74%

Yes: 66%

Yes: 67%

No: 21%

No: 26%

No: 34%

No: 33%

GERMANYGLOBAL AVERAGE

AGES 55+

Yes: 60%

Yes: 67%

Yes: 61%

No: 40%

No: 33%

No: 39%132017 STATE OF GLOBAL CUSTOMER SERVICE REPORTPERCEPTIONS & FRUSTRATIONS
HOW MUCH EFFORT DO YOU FEEL IT TYPICALLY TAKES YOU TO RESOLVE A CUSTOMER SERVICE ISSUE?
UNITED STATESUNITED KINGDOMAGES 18–34

MALE

Very little effort: 20%

Very little effort: 13%

Very little effort: 23%

Very little effort: 20%

Some effort: 64%

Some effort: 68%

Some effort: 60%

Some effort: 62%

A lot or too much effort: 16%

A lot or too much effort: 19%

A lot or too much effort: 17%

A lot or too much effort: 18%

BRAZILJAPAN

AGES 34–54

FEMALE

Very little effort: 22%

Very little effort: 21%

Very little effort: 21%

Very little effort: 19%

Some effort: 51%

Some effort: 58%

Some effort: 60%

Some effort: 62%

A lot or too much effort: 27%

A lot or too much effort: 21%

A lot or too much effort: 19%

A lot or too much effort: 19%

GERMANYGLOBAL AVERAGE

AGES 34–54

Very little effort: 23%

Very little effort: 20%

Very little effort: 16%

Some effort: 68%

Some effort: 62%

Some effort: 67%

A lot or too much effort: 9%

A lot or too much effort: 18%

A lot or too much effort: 18%

142017 STATE OF GLOBAL CUSTOMER SERVICE REPORTSELF-SERVICEREVOLUTIONISE YOUR CUSTOMERENGAGEMENT MODEL WITH
SELF-SERVICE OPTIONS
In today’s connected world, customers expect to receive service on theirown terms – anytime, anywhere. Customers order rides, check in for flights
and even check out at supermarkets online. So, why wouldn’t they expect
the same convenience from your customer service organisation? They
do: 90% of our respondents say they expect brands and organisations
to offer an online portal for self-service. And when customers are not able
to resolve issues on their own, over half of all respondents say it’s because
there is too little information online.
Their expectations are in line with how most service engagements begin.
75% of global respondents have used a search engine to find answers
to service-related questions before calling an agent, and 74% have used
a self-service support portal. 65% of global respondents – and 79% of
millennials – have a more favourable view of brands that offer a mobileresponsive customer service portal, reflecting a desire to be empowered
to resolve issues wherever and whenever they want.
Your self-service portal is also a great place to build loyalty. In addition
to your own knowledge articles, why not let your super-users share
their passion and expertise through a support forum? The use of online
forums is on the rise, not only for peer-to-peer support, but also as aplace to engage with subject matter experts or discuss best practices.
And innovation communities can foster a sense of ownership as wellby giving your customers the opportunity to influence your roadmap.

152017 STATE OF GLOBAL CUSTOMER SERVICE REPORTSELF-SERVICEHAVE YOU EVER USED A SEARCH ENGINE TO TRY AND FIND A RESPONSE TO A CUSTOMER SERVICE QUESTION?
UNITED STATESUNITED KINGDOMAGES 18–34

MALE

Yes: 72%

Yes: 70%

Yes: 86%

Yes: 74%

No: 28%

No: 30%

No: 14%

No: 26%BRAZILJAPAN

AGES 35–54

FEMALE

Yes: 91%

Yes: 63%

Yes: 77%

Yes: 76%

No: 9%

No: 37%

No: 23%

No: 24%

GERMANYGLOBAL AVERAGE

AGES 55+

Yes: 81%

Yes: 75%

Yes: 63%

No: 19%

No: 25%

No: 37%

DO YOU EXPECT A BRAND OR ORGANISATION TO HAVE AN ONLINE SELF-SERVICE SUPPORT PORTAL?
UNITED STATESUNITED KINGDOMAGES 18–34

MALE

Yes: 89%

Yes: 93%

Yes: 93%

Yes: 90%

No: 11%

No: 7%

No: 7%

No: 10%BRAZILJAPAN

AGES 35–54

FEMALE

Yes: 98%

Yes: 84%

Yes: 90%

Yes: 90%

No: 2%

No: 16%

No: 10%

No: 10%GERMANYGLOBAL AVERAGE

AGES 55+

Yes: 84%

Yes: 90%

Yes: 86%

No: 16%

No: 10%

No: 14%162017 STATE OF GLOBAL CUSTOMER SERVICE REPORTSELF-SERVICEHAVE YOU EVER USED A SELF-SERVICE SUPPORT PORTAL FOR CUSTOMER SERVICE?
UNITED STATESUNITED KINGDOMAGES 18–34

MALE

Yes: 79%

Yes: 78%

Yes: 82%

Yes: 75%

No: 21%

No: 22%

No: 18%

No: 25%BRAZILJAPAN

AGES 35–54

FEMALE

Yes: 92%

Yes: 52%

Yes: 74%

Yes: 73%

No: 8%

No: 48%

No: 26%

No: 27%

GERMANYGLOBAL AVERAGE

AGES 55+

Yes: 67%

Yes: 74%

Yes: 65%

No: 33%

No: 26%

No: 35%

IF YOU HAVE USED A SELF-SERVICE SUPPORT PORTAL FOR CUSTOMER SERVICE,DID YOU FIND THE RESPONSE YOU WERE LOOKING FOR?
UNITED STATESUNITED KINGDOMAGES 18–34

MALE

Yes: 78%

Yes: 71%

Yes: 87%

Yes: 79%

No: 22%

No: 29%

No: 13%

No: 21%BRAZILJAPAN

AGES 35–54

FEMALE

Yes: 87%

Yes: 73%

Yes: 79%

Yes: 79%

No: 13%

No: 27%

No: 21%

No: 21%GERMANYGLOBAL AVERAGE

AGES 55+

Yes: 81%

Yes: 79%

Yes: 68%

No: 19%

No: 21%

No: 32%172017 STATE OF GLOBAL CUSTOMER SERVICE REPORTSELF-SERVICEIF YOU DID NOT FIND THE RESPONSE YOU WERE LOOKING FOR, WHAT WAS THE KEY ISSUE?
UNITED STATESUNITED KINGDOMAGES 18–34

MALE

Too little information: 54%

Too little information: 49%

Too little information: 57%

Too little information: 52%

Too much information: 1%

Too much information: 5%

Too much information: 8%

Too much information: 4%

Outdated information: 9%

Outdated information: 4%

Outdated information: 15%

Outdated information: 8%

Disorganised information: 20%

Disorganised information: 23%

Disorganised information: 12%

Disorganised information: 22%

No search capability: 16%

No search capability: 19%

No search capability: 7%

No search capability: 14%

BRAZILJAPAN

AGES 35–54

FEMALEToo little information: 58%

Too little information: 62%

Too little information: 56%

Too little information: 55%

Too much information: 6%

Too much information: 8%

Too much information: 4%

Too much information: 5%

Outdated information: 8%

Outdated information: 5%

Outdated information: 6%

Outdated information: 6%

Disorganised information: 16%

Disorganised information: 15%

Disorganised information: 22%

Disorganised information: 20%

No search capability: 11%

No search capability: 10%

No search capability: 12%

No search capability: 13%

GERMANYGLOBAL AVERAGE

AGES 55+

Too little information: 48%

Too little information: 54%

Too little information: 49%

Too much information: 4%

Too much information: 5%

Too much information: 3%

Outdated information: 10%

Outdated information: 7%

Outdated information: 3%

Disorganised information: 31%

Disorganised information: 21%

Disorganised information: 25%

No search capability: 6%

No search capability: 14%

No search capability: 19%

18

2017 STATE OF GLOBAL CUSTOMER SERVICE REPORTOMNI-CHANNEL
OFFER OMNI-CHANNEL SERVICE,ANYTIME AND ON ANY DEVICE
Today’s customers interact with brands across a growing number of channels.
And they’re not picking favourites. When asked how many customer service
channels they use, 66% of global respondents say they actively use 3 or morechannels. As customers jump from channel to channel, especially during thecourse of a single service enquiry, brands must be empowered to transformthat collection of unique customer interactions into a single engagement
experience.
Customers crave immediate real-time access, and as a result, mobility has
become the name of the game. Given the number of people who rely on
self-service portals, it’s no surprise that 52% of global respondents – and
63% of millennials – typically begin their interactions online. But increasingly
they start with their mobile devices. In fact, 33% of our respondents –jumping to 43% for millennials – use their mobile devices to initiate
customer service engagements. Brands have no choice but to ensure
their service experience is optimised for this growing number of users.

19

2017 STATE OF GLOBAL CUSTOMER SERVICE REPORTOMNI-CHANNEL
WHEN ENGAGING WITH A BRAND OR ORGANISATION FOR CUSTOMER SERVICE,
WHERE DOES YOUR INTERACTION TYPICALLY BEGIN?
UNITED STATESUNITED KINGDOMAGES 18–34

MALE

Online: 49%

Online: 60%

Online: 63%

Online: 52%

Over the phone: 43%

Over the phone: 33%

Over the phone: 33%

Over the phone: 43%

In person: 7%

In person: 7%

In person: 4%

In person: 5%

BRAZILJAPAN

AGES 35–54

FEMALE

Online: 55%

Online: 56%

Online: 53%

Online: 53%

Over the phone: 42%

Over the phone: 42%

Over the phone: 42%

Over the phone: 42%

In person: 3%

In person: 2%

In person: 5%

In person: 5%

GERMANYGLOBAL AVERAGE

AGES 55+

Online: 41%

Online: 52%

Online: 41%

Over the phone: 54%

Over the phone: 43%

Over the phone: 54%

In person: 5%

In person: 5%

In person: 5%

202017 STATE OF GLOBAL CUSTOMER SERVICE REPORTOMNI-CHANNEL
WHICH DEVICE DO YOU USE MOST TO START A CUSTOMER SERVICE INTERACTION?
UNITED STATESUNITED KINGDOMAGES 18–34

MALE

Mobile Device(Mobile Phone or Tablet): 32%

Mobile Device(Mobile Phone or Tablet): 29%

Mobile Device(Mobile Phone or Tablet): 43%

Mobile Device(Mobile Phone or Tablet): 29%

Computer (Laptop or Desktop): 68%

Computer (Laptop or Desktop): 72%

Computer (Laptop or Desktop): 57%

Computer (Laptop or Desktop): 71%

BRAZILJAPAN

AGES 35–54

FEMALE

Mobile Device(Mobile Phone or Tablet): 40%

Mobile Device(Mobile Phone or Tablet): 31%

Mobile Device(Mobile Phone or Tablet): 31%

Mobile Device(Mobile Phone or Tablet): 37%

Computer (Laptop or Desktop): 60%

Computer (Laptop or Desktop): 69%

Computer (Laptop or Desktop): 69%

Computer (Laptop or Desktop): 63%

GERMANYGLOBAL AVERAGE

AGES 55+

Mobile Device(Mobile Phone or Tablet): 33%

Mobile Device(Mobile Phone or Tablet): 33%

Mobile Device(Mobile Phone or Tablet): 25%

Computer (Laptop or Desktop): 67%

Computer (Laptop or Desktop): 67%

Computer (Laptop or Desktop): 75%

212017 STATE OF GLOBAL CUSTOMER SERVICE REPORTOMNI-CHANNEL
WHICH OF THE FOLLOWING CUSTOMER SERVICE CHANNELS HAVE YOU USED?

Email:

In person:

Live chat:

Mobile app:

Telephone:

Self-service support portal:(Support or FAQ page)

Search engine:

Social media:

Online community:

UNITED
STATES

UNITED
KINGDOM

BRAZILJAPANGERMANYGLOBALAVERAGE

AGES
18–34

AGES
35–54

AGES
55+

62%

73%

73%

47%

60%

63%

62%

64%

63%

41%

35%

36%

5%

29%

29%

30%

28%

30%

47%

55%

61%

6%

29%

40%

48%

40%

31%

12%

7%

25%

2%

7%

11%

19%

10%

3%

74%

69%

78%

56%

73%

70%

65%

70%

75%

48%

54%

59%

34%

35%

46%

48%

47%

43%

43%

46%

43%

39%

57%

45%

49%

47%

40%

15%

18%

41%

4%

17%

19%

33%

18%

6%

18%

21%

27%

6%

22%

19%

29%

18%

9%

11%

10%

20%

5%

5%

10%

13%

11%

6%

10%

9%

16%

4%

7%

9%

15%

8%

4%

SMS or text message:

Chatbot: (automatedvoice or chat response)22

2017 STATE OF GLOBAL CUSTOMER SERVICE REPORTOMNI-CHANNEL
HOW MANY DIFFERENT CUSTOMER SERVICE CHANNELS HAVE YOU USED?
UNITED STATESUNITED KINGDOMAGES 18–34

MALE

1–2 channels: 27%

1–2 channels: 23%

1–2 channels: 24%

1–2 channels: 28%

3–5 channels: 47%

3–5 channels: 47%

3–5 channels: 41%

3–5 channels: 44%

6 or more: 24%

6 or more: 26%

6 or more: 31%

6 or more: 22%

None of these: 2%

None of these: 3%

None of these: 4%None of these: 5%

Average value of response: 4.05

Average value of response: 4.25

Average value of response: 4.46

Average value of response: 3.98

BRAZILJAPAN

AGES 35–54

FEMALE

1–2 channels: 15%

1–2 channels: 46%

1–2 channels: 29%

1–2 channels: 29%

3–5 channels: 46%

3–5 channels: 35%

3–5 channels: 43%

3–5 channels: 44%

6 or more: 38%

6 or more: 2%

6 or more: 23%

6 or more: 22%

None of these: 0%

None of these: 17%

None of these: 5%

None of these: 4%

Average value of response: 4.96

Average value of response: 2.50

Average value of response: 4.00

Average value of response: 3.92

GERMANYGLOBAL AVERAGE

AGES 55+

1–2 channels: 32%

1–2 channels: 29%

1–2 channels: 34%

3–5 channels: 45%

3–5 channels: 44%

3–5 channels: 50%

6 or more: 20%

6 or more: 22%

6 or more: 12%

None of these: 2%

None of these: 5%

None of these: 5%

Average value of response: 3.76

Average value of response: 3.95

Average value of response: 3.37

23

2017 STATE OF GLOBAL CUSTOMER SERVICE REPORTDIGITAL & EMERGING TRENDS
LEVERAGE DIGITAL TRENDS TOENHANCE CUSTOMER ENGAGEMENT
There are a few other things to keep in mind when thinking about your omnichannel strategy. Every day customers are finding new ways to interact with brands.
For example, new social channels, chatbots and connected devices are becoming
more prevalent in people’s daily lives and will play an even greater role in the
future. Paying attention to emerging digital trends is critical to your business.
Take, for example, social listening. Listening to customers on social media is nolonger optional. As mentioned above, over half of our global respondents havea more favourable view of brands who respond to complaints and questions via
social media. Millennials, especially, believe social media is an effective channel forcustomer service. But for social care to be effective, brands must respond quickly:
66% of those polled expect a response within 24 hours.
And artificial intelligence (AI) isn’t just for science fiction. Brands should consider
tapping into the potential of automated customer service bots as part of their
engagement strategy. Intelligent machine-to-human interactions layered on top of
the immediacy and availability of self-service have the potential to increase CSAT
scores while taking pressure off your agent-assisted channels.
Similarly, brands should explore opportunities to leverage the Internet of Things(IoT) to provide predictive support for connected devices. 31% of our respondents –jumping to 45% for millennials – have a connected device. In many scenarios,
service organisations can detect, troubleshoot and resolve issues remotely, preempting any negative impact to the customer.
Emerging digital trends have the potential to maximise the positive impact ofcustomer service by creating more immersive, more personalised experiences.

24

2017 STATE OF GLOBAL CUSTOMER SERVICE REPORTDIGITAL & EMERGING TRENDS
HAVE YOU EVER USED SOCIAL MEDIA TO PRAISE A BRAND OR ITS CUSTOMER SERVICE?
UNITED STATESUNITED KINGDOMAGES 18–34

MALE

Yes: 41%

Yes: 33%

Yes: 55%

Yes: 36%

No: 59%

No: 68%

No: 45%

No: 64%BRAZILJAPAN

AGES 35–54

FEMALE

Yes: 67%

Yes: 14%

Yes: 36%

Yes: 38%

No: 33%

No: 86%

No: 64%

No: 62%

GERMANYGLOBAL AVERAGE

AGES 55+

Yes: 31%

Yes: 37%

Yes: 20%

No: 69%

No: 63%

No: 80%HAVE YOU EVER USED SOCIAL MEDIA TO COMPLAIN ABOUT A BRAND OR ITS CUSTOMER SERVICE?
UNITED STATESUNITED KINGDOMAGES 18–34

MALE

Yes: 33%

Yes: 26%

Yes: 50%

Yes: 31%

No: 67%

No: 74%

No: 50%

No: 69%BRAZILJAPAN

AGES 35–54

FEMALE

Yes: 60%

Yes: 12%

Yes: 30%

Yes: 31%

No: 40%

No: 88%

No: 70%

No: 69%GERMANYGLOBAL AVERAGE

AGES 55+

Yes: 24%

Yes: 31%

Yes: 14%

No: 76%

No: 69%

No: 86%252017 STATE OF GLOBAL CUSTOMER SERVICE REPORTDIGITAL & EMERGING TRENDS
HAVE YOU EVER USED SOCIAL MEDIA TO ASK A CUSTOMER SERVICE QUESTION?
UNITED STATESUNITED KINGDOMAGES 18–34

MALE

Yes: 28%

Yes: 29%

Yes: 55%

Yes: 31%

No: 72%

No: 72%

No: 45%

No: 69%BRAZILJAPAN

AGES 35–54

FEMALE

Yes: 65%

Yes: 18%

Yes: 33%

Yes: 36%

No: 35%

No: 82%

No: 67%

No: 64%

GERMANYGLOBAL AVERAGE

AGES 55+

Yes: 28%

Yes: 34%

Yes: 13%

No: 72%

No: 66%

No: 87%

DO YOU BELIEVE SOCIAL MEDIA IS AN EFFECTIVE CHANNEL FOR CUSTOMER SERVICE?
UNITED STATESUNITED KINGDOMAGES 18–34

MALE

Yes: 39%

Yes: 40%

Yes: 65%

Yes: 43%

No: 61%

No: 60%

No: 35%

No: 57%BRAZILJAPAN

AGES 35–54

FEMALE

Yes: 76%

Yes: 45%

Yes: 49%

Yes: 50%

No: 24%

No: 55%

No: 51%

No: 50%GERMANYGLOBAL AVERAGE

AGES 55+

Yes: 34%

Yes: 47%

Yes: 25%

No: 67%

No: 53%

No: 75%262017 STATE OF GLOBAL CUSTOMER SERVICE REPORTDIGITAL & EMERGING TRENDS
WHAT IS YOUR EXPECTED RESPONSE TIME FOR SOCIAL MEDIA QUESTIONS OR COMPLAINTS?
UNITED STATESUNITED KINGDOMAGES 18–34

MALE

Less than an hour: 18%

Less than an hour: 15%

Less than an hour: 20%

Less than an hour: 19%

24 hours or less: 41%

24 hours or less: 43%

24 hours or less: 57%

24 hours or less: 46%

48 hours or less: 8%48 hours or less: 13%

48 hours or less: 14%

48 hours or less: 10%

I don’t expect a response: 33%

I don’t expect a response: 29%

I don’t expect a response: 10%

I don’t expect a response: 25%

BRAZILJAPAN

AGES 35–54

FEMALELess than an hour: 26%

Less than an hour: 16%

Less than an hour: 19%

Less than an hour: 17%

24 hours or less: 58%

24 hours or less: 44%

24 hours or less: 52%

24 hours or less: 50%

48 hours or less: 13%

48 hours or less: 13%

48 hours or less: 11%

48 hours or less: 12%

I don’t expect a response: 3%

I don’t expect a response: 28%

I don’t expect a response: 17%

I don’t expect a response: 20%

GERMANYGLOBAL AVERAGE

AGES 55+

Less than an hour: 17%

Less than an hour: 18%

Less than an hour: 15%

24 hours or less: 56%

24 hours or less: 48%

24 hours or less: 35%

48 hours or less: 9%48 hours or less: 11%

48 hours or less: 8%

I don’t expect a response: 18%

I don’t expect a response: 22%

I don’t expect a response: 41%

272017 STATE OF GLOBAL CUSTOMER SERVICE REPORTDIGITAL & EMERGING TRENDS
IF YOU HAVE USED SOCIAL MEDIA TO ASK A CUSTOMER SERVICE QUESTION,
DID THE COMPANY RESPOND?
UNITED STATESUNITED KINGDOMAGES 18–34

MALE

Yes: 84%

Yes: 84%

Yes: 85%

Yes: 86%

No: 16%

No: 16%

No: 15%

No: 14%BRAZILJAPAN

AGES 35–54

FEMALE

Yes: 89%

Yes: 85%

Yes: 87%

Yes: 85%

No: 11%

No: 15%

No: 13%

No: 15%

GERMANYGLOBAL AVERAGE

AGES 55+

Yes: 81%

Yes: 85%

Yes: 81%

No: 19%

No: 15%

No: 19%282017 STATE OF GLOBAL CUSTOMER SERVICE REPORTDIGITAL & EMERGING TRENDS
IF YOU HAVE USED A CHATBOT FOR CUSTOMER SERVICE,
HOW EFFECTIVE WAS THE CHATBOT AT RESOLVING YOUR ISSUE?
UNITED STATESUNITED KINGDOMAGES 18–34

MALE

Very effective: 30%

Very effective: 29%

Very effective: 39%

Very effective: 34%

Somewhat effective: 58%

Somewhat effective: 52%

Somewhat effective: 49%

Somewhat effective: 54%

Not at all effective: 12%

Not at all effective: 19%

Not at all effective: 12%

Not at all effective: 13%

BRAZILJAPAN

AGES 35–54

FEMALE

Very effective: 44%

Very effective: 17%

Very effective: 29%

Very effective: 32%

Somewhat effective: 48%

Somewhat effective: 69%

Somewhat effective: 56%

Somewhat effective: 54%

Not at all effective: 9%

Not at all effective: 14%

Not at all effective: 15%

Not at all effective: 14%

GERMANYGLOBAL AVERAGE

AGES 55+

Very effective: 25%

Very effective: 33%

Very effective: 22%

Somewhat effective: 58%

Somewhat effective: 54%

Somewhat effective: 65%

Not at all effective: 17%

Not at all effective: 13%

Not at all effective: 13%

29

2017 STATE OF GLOBAL CUSTOMER SERVICE REPORTDIGITAL & EMERGING TRENDS
ASIDE FROM YOUR SMARTPHONE OR PERSONAL COMPUTER, DO YOU OWN ANY OTHER CONNECTED DEVICES(I.E. CONNECTED APPLIANCE, CONNECTED CAR OR CONNECTED HOME ALARM SYSTEM)?
UNITED STATESUNITED KINGDOMAGES 18–34

MALE

Yes: 30%

Yes: 29%

Yes: 45%

Yes: 33%

No: 70%

No: 71%

No: 55%

No: 67%BRAZILJAPAN

AGES 35–54

FEMALE

Yes: 49%

Yes: 15%

Yes: 30%

Yes: 29%

No: 51%

No: 85%

No: 70%

No: 71%GERMANYGLOBAL AVERAGE

AGES 55+

Yes: 32%

Yes: 31%

Yes: 17%

No: 68%

No: 69%

No: 83%302017 STATE OF GLOBAL CUSTOMER SERVICE REPORTTAKEAWAYS & CONCLUSIONS
Wherever you sit in your organisation, you will be aware of the growing importance of customer experience when it comes to increasing your brand’s competitiveedge. One of the greatest daily influences on the engagement experience comes from the quality of your customer service. Once considered a cost centre, it now
needs to be viewed as and invested in for what it is – an engine that drives wallet share, brand loyalty and the future of your business. The Microsoft 2017 State of
Global Customer Service Report indicates that:

1. CUSTOMER SERVICE IS A KEY DRIVER OF CUSTOMER LOYALTY
Customer expectations are rising, and it’s critical for organisations to keep pace with those expectations in a way that’s innovative and provides a differentiatedexperience. Our findings reveal that there is a direct correlation between delivering superior customer service and brand loyalty. In fact, 96% of respondents say
it’s important in their choice of and loyalty to a brand.
This presents an opportunity for brands across the globe. There are strategies you can embrace that will drive favourability ratings of your brand, such as asking
for customer feedback, engaging via social channels and providing proactive and predictive support. Brands that deliver on heightened customer expectations
are rewarded with higher rates of customer retention and loyalty.

2. SELF-SERVICE IS GROWING RAPIDLY, BUT KNOWLEDGEABLE AGENTS ARE MORE IMPORTANT THAN EVER
Self-service options that enable customers to resolve issues on their own should be an essential part of your service strategy. Most customers begin their service
engagement online, and rely on agents when they can’t resolve issues on their own. They engage and receive service across multiple touchpoints, such as email,chat and social channels, but are embracing emerging channels, such as chatbots and connected devices, as well. As a result, emerging digital trends can quickly
become important considerations in your digital customer service strategy.
Though more and more customers are relying on self-service, customers still care deeply about agent support when they encounter problems too complex to solveon their own. When a customer encounters a service issue that self-service can’t resolve, they continue to rely on live agents to deliver a knowledgeable, effective
solution. Providing an effortless experience with seamless transitions between self-service and the agent-assisted experience will lead to more impactful customer
engagement and long-term customer loyalty.

3. GLOBAL CUSTOMERS OF ALL AGES ARE DRIVING THE DIGITAL EXPERIENCE
The digital revolution is here. It spans every region and every generation. Our global respondents are engaged across multiple channels. They are mobile, and theyembrace emerging technologies. That said, watch your millennial customers carefully. As early adopters and influencers, they will play a key role in your evolving
customer service strategy. Remember, your customers are in the driver’s seat, and it is incumbent on you to keep them engaged and satisfied.

31

2017 STATE OF GLOBAL CUSTOMER SERVICE REPORTDISCOVER INTELLIGENT CUSTOMER SERVICE

Microsoft Dynamics 365 is the next generation of intelligent business applications that enable your organisation to grow, evolve andtransform. These applications unify CRM and ERP capabilities with purpose-built applications that work seamlessly together to help
manage specific business functions and allow your organisation to transform to meet customer needs and capture new opportunities.
Service organisations are at the epicentre of a company’s ability to deliver differentiated and consistent engagement experiences.
Microsoft Dynamics 365 for Customer Service helps organisations digitally transform their service experience to more effectively engage
their customers, empower their agents with the tools they need to deliver differentiated levels of support, optimise their business processes
and find new ways to provide value to their customers. Our industry leading technologies, including machine learning, IoT and advanced
analytics, give our purpose-built service solution the breadth and depth necessary to address this transformation. Our solution uniquely
positions brands to capitalise on the new service economy, while building advocacy and loyalty through effortless service experiences.

Learn more at: https://www.microsoft.com/en-au/dynamics365/customer-service
Contact us to discuss your unique needs: 1-888-477-7989
Follow us on Twitter: @MSFTDynamics365© 2017 Microsoft Corporation. All rights reserved.

32

2017 STATE OF GLOBAL CUSTOMER SERVICE REPORT