73% of Consumers Give Feedback Only on Positive Customer Service Experiences

Personalization is increasingly becoming a key factor in positive customer experiences. However, organizations that fail to listen to their customers' needs - even if they do not seek personalization - risk losing them to competitors. That is exactly what the latest report by Medallia shows - 65% of consumers would consider switching to a different brand if they had a negative customer service experience.

Although contact centers were previously seen as expenses, they are now viewed by modern companies as crucial components for enhancing customer experiences, retaining customers, and gaining a competitive edge.

“Organizations that recognize the true potential of the contact center and invest in efforts to improve those experiences will be positioned to reduce operational costs, increase customer retention, and get ahead of the competition. In a time when consumers across generations expect empathy and understanding — or else they will look for that experience with another brand — it's critical for contact centers to provide personalized experiences for their customers," said Rachel Lane, Contact Center Solutions Principal, Medallia.

The survey entitled The New Customer Expectations for the Contact Center: Understanding the Key Factors Shaping the Customer Service Experience analyzed the customer service expectations of consumers across different age groups, their views on bots and automated support, and the steps businesses can take to increase customer loyalty.

Some of the key findings include the following:

  • 73% of consumers want to provide feedback on their customer service experiences, but they are more likely to do so following positive interactions rather than negative ones.

  • 95% of respondents believe it's crucial for contact center agents to assist them in finding a suitable solution and to understand the reason behind their customer service inquiry.

  • When deciding which customer support channel to use, the top three factors customers take into account are the ability to communicate with a human, receive immediate responses, and have their complaints handled promptly.

  • 96% of consumers expressed the importance of showing empathy during a customer service interaction.

  • The majority of consumers said they wouldn't wait more than 5 to 10 minutes searching for information or waiting on hold if there was a customer service issue.

  • 58% of consumers find it acceptable to wait on hold for up to 5 minutes, and 66% of respondents would rather receive a call back than wait on hold.

  • While Gen Z and Millennials prefer using online or mobile chat, Baby Boomers prefer speaking with a human representative.