This report highlights Jacada's key findings and insights to the customer service industry. • Over 500 consumers participated. • They were surveyed concerning their behaviors and expectations when it comes to interacting with customer service focused industries such as healthcare, insurance, financial institutions, telecommunications, utilities and retail. • Both traditional customer service channels (phone/IVR, website) and newer technologies (email, live chat, mobile apps, virtual assistant, forums, and social media) were explored. To learn more, visit our website - http://www.jacada.com/?pk_campaign=Content_Gen&pk_kwd=slideshare

1. Customer Service Experiences
Survey
Customer Service. Simplified.
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2. Customer Service Experiences Survey
Customer Service Impact
Jacada’s purpose as a veteran leader in the customer service industry for the last 20 years has been to
innovate and enhance customer service technology and solutions for leading organizations worldwide.
Jacada knows that better customer service improves customer satisfaction and loyalty. Our research is
critical to find out what customers see, feel, and think on their end about the customer service experience.
This gives us insight to raise standards, offer solutions, and provide feedback to companies that are
interested in improving customer service.
About Jacada
Jacada enables organizations to deliver advanced agent and customer interactions by implementing
cutting-edge web, mobile, and self-service solutions as well as agent desktops and process optimization
technology. Customers can benefit from an improved customer service experience at every touch point
with your organization, whether at the call center, on the web, on the go or at the store.
Customers across the globe, in every vertical, are using award winning Jacada solutions to broaden their
customer service channels while automating complex processes. Thus, improving customer satisfaction
and loyalty, reducing operational costs, while enforcing and monitoring compliance with regulatory policies
and procedures. Jacada solutions empower organizations to deliver "Customer Service. Simplified."
www.jacada.com
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3. Customer Service Experiences Survey
Table of Contents
Forward from Jacada
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Key Findings
5
Graph 1: Number of Interactions with Customer Service
5
Graph 2: Best and worst Customer Service by Type
6
Graph 3: The Company by Type, Contacted most
7
Graph 4: Top 10 Companies Cited for Best Customer Service
8
Graph 5: Top 10 Companies Cited for Worst Customer Service
9
Graph 6: Self Service VS. Speaking to a Live Agent
10
Graph 7: Issues I Prefer to be Solved by a Live Agent
11
Graph 8: Issues Customers Prefer to Solve by Themselves
12
Graph 9: Length of Time I Spend Trying to Solve an Issue by Myself
13
Graph 10: Length of Time I'm Willing to be on Hold
14
Graph 11: Frustrations with a Company's Customer Service Phone Menu
15
Graph 12:How Do Several Connection Options Influence my Perception
16
Graph 13: Types of Customer Service Options Expected from a Company
17
Graph 14: Methods I use to Get Help from a Company
18
Graph 15: Noticing the Level of Customer Service Technology
19
Graph 16: Leaving a Company with Less Than Satisfactory Customer Service
20
Conclusions
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4. Customer Service Experiences Survey
Forward from Jacada
This is the first year that Jacada conducted a
consumer survey and this report highlights
our key findings and insights to the customer
service industry.
• Over 500 consumers participated.
• They were surveyed concerning their
behaviors and expectations when it comes
to interacting with customer service focused
industries such as healthcare, insurance,
financial institutions, telecommunications,
utilities and retail.
• Both traditional customer service
channels (phone/IVR, website) and newer
technologies (email, live chat, mobile apps,
virtual assistant, forums, and social media)
were explored.
Key Findings:
• In a typical month, 88% of people surveyed
had at least one interaction with customer
service.
• 81% of consumers prefer to speak to a live
agent, but dislike IVRs and long hold times.
• Consumers are most frustrated with
IVRs when they need to repeat all their
information.
• Consumers' perception of a companies
customer service is positively affected when
several connectivity options are provided.
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The survey findings signal that while customers
still expect traditional contact methods such as
phone support, they also expect an interactive
website, email, live chat, mobile apps, social
media and/or any other options that will solve
their issues quickly and on the go.
Interestingly enough, getting a hold of the
company’s call center via the phone is still rated
highest. However, since consumer behavior has
changed towards a mobile lifestyle, so have the
expectations for fast connection options with
the company, while on the go.
What does this mean for the customer service
industry? It is important for consumer-centric
companies to adopt solutions that are faster
and more efficient; improving quality of
responses, decreasing call volume and hold
time, and improving customer satisfaction.
These solutions should be compatible with
internet/mobile devices and be able to
seamlessly connect back to the call center with
minimal need for repeating information.
Noteworthy technologies and tools that are
addressing the consumer need for quick,
simple solutions include Visual IVR, Live Chat,
mobile apps, enhanced websites, and adoption
of social media management to address
customer service issues.
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5. Customer Service Experiences Survey
Key Findings
According to Graph 1, in a typical month 89% of people have at least 1 interaction with customer service.
29% of people have had 5 or more interactions. The interaction could include a call to the customer service
center, visiting the company’s website, or other forms of online customer service.
Graph 1
In a typical month, how many interactions do you have with customer service?
None
10.75%
1-4
59.93%
14.94%
5-9
10-15
5.46%
20 or more
8.93%
0%
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20%
40%
60%
80%
100%
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6. Customer Service Experiences Survey
Graph 2 indicates that financial institutions (Banks, credit card companies, credit unions, etc.) provide
the best customer service, while Cable, Satellite and Phone companies provide the worst service.
Graph 2
The best and worst customer service I receive is from: 1=best and is 5=worst
My Utilities providers
(gas, water...)
2.88
3.51
My Cable company
3.18
My Satellite TV Provider
My Cellular/Phone
company
2.89
2.64
Retail stores
Hotels, Airlines or
Travel...
2.47
2.07
My Bank
0
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1
2
3
4
5
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7. Customer Service Experiences Survey
According the Graph 3, 70% of people said that they have the most contact with their telecom providers.
Telecom providers as an industry had the worst score for customer service as evident in the previous
question. Meaning, the companies that are contacted the most have the worst customer service. The
next closest industry is at 11%.
Graph 3
Which company, with a call center, do you contact the most?
Telecom (TV, Phone, Internet)
69.77%
11.63%
Financial Institutions (Banks, Credit Cards)
9.30%
Technology (Computer, IT)
Insurance
4.65%
Retailers
4.65%
0%
20%
40%
60%
80%
100%
The companies that are contacted
the most have the
worst customer service
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8. Customer Service Experiences Survey
Verizon & American Express were rated best for customer service as evident in Graph 4 while as an industry,
phone companies and the banking industry were rated as average and #1, respectively, for customer
service. 4 financial institutions were in the top 10.
Graph 4
Top 10 Companies Cited for Best Call Center Customer Service
Verizon
Amex
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AT&T
Delta
Air Lines
Direct
TV
Amazon
Chase
Bank of
America
Marriot
Hotels
USAA
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9. Customer Service Experiences Survey
According to Graph 5, Comcast and AT&T were rated worst for customer service. 4 cable companies &
2 telecom companies were in the top 10. Bank of America and Wells Fargo were both rated worst for
customer service while the banking industry as a whole was rated as best for customer service (See Graph
2). Telecom as an industry (TV, Phone, Internet) was rated as having by and far the largest number of
monthly contacts for customer service (See Graph 3). The top 5 worst companies for customer service
were all in the telecom industry (Comcast #1, AT&T #2, Verizon #3, Time Warner Cable #4, Direct TV #5).
The industry rated the worst customer service, telecom (As shown in Graph 2), has the top 5 companies
listed individually for worst customer service.
Further, several companies showed up on the worst and best customer service list including: AT&T, Verizon,
Direct TV and Bank of America.
Graph 5
Top 10 Companies Cited for Worst Call Center Customer Service
Comcast
AT&T
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Verizon
Time
Warner
Cable
Direct
TV
Bank of
America
Sprint
Dell
Wells
Fargo
Cox
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10. Customer Service Experiences Survey
81% of people surveyed would prefer speaking to a LIVE person when calling customer service. 19% would
prefer to have the ability to solve the issue themselves as seen in Graph 6. Given the popularity of internet
and mobile (tablets and smartphones), companies need to ensure their websites are compatible with
mobile phone browsers and offer new technologies such as Visual IVR that presents users with a menu
driven interface to traditional IVR.
Graph 6
For the majority of customer service calls you make to companies, do you prefer
Speaking to a
live person ASAP
The ability to solve
the issue yourself
0%
81.08%
18.92%
20%
40%
60%
80%
100%
Companies need to ensure their websites are
compatible with mobile phone
browsers and offer
new technologies such as Visual IVR
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11. Customer Service Experiences Survey
45% would prefer to speak to a live person regarding ANY issue. 50% would prefer to speak to a live
person regarding billing or technical issues as seen in Graph 7. These days, customers can call a company
from anywhere, day or night. The internet and mobile devices have had a huge impact on customer
expectations. This presents new growth opportunities for companies that are willing to offer new services
and technologies that will enhance such mobile interactions, lifting the limitations associated with the
traditional phone call.
Graph 7
For which types of customer service issues would you prefer
to speak to a live person?
Billing
24.53%
Technical
difficulties
24.53%
General
inquiries
5.66%
In all cases
45.28%
0%
20%
40%
60%
80%
100%
The internet and mobile devices have had a huge
impact on customer expectations.
This presents new growth opportunities
for companies
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12. Customer Service Experiences Survey
Customers prefer to solve certain issues on their own. 50%, prefer to not solve any issue themselves
while the other 50% responded that there are issues they want to solve through self-help. 16% wanted
to resolve Paying a Bill/Billing issues, 11% technical issues, 9% account information, and 4% returns.
A further 7% of customers would prefer to solve all issues on their own. Given the proper support and
connectivity solution, self-help is convenient; saves time and money for both the customer and the
company, even when the customer ends up calling the customer service center.
Graph 8
Which types of customer service issues would you prefer to solve yourself?
Billing / Bill Pay
16.67%
Technical Issues
11.90%
Account Info
9.52%
Returns
4.76%
All
7.14%
None
50.00%
0%
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20%
40%
60%
80%
100%
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13. Customer Service Experiences Survey
While 50% of customers preferred to handle some customer issues themselves there does appear to be a
limit to the amount of time they want to spend on it. According to Graph 9, the largest group of responders
chose 5-9 minutes as the length of time that they would try to solve the problem themselves before calling
customer service. Here are the other options: 23% 1-4 minutes, 20% 10-19 minutes, 10% 20-29 minutes,
20% 30 or more minutes. What is surprising is that 20% of customers would spend 30 minutes or more
trying to solve the issue themselves. This is a positive sign for organizations focusing on expanding selfservice capabilities for their customers.
Graph 9
For how long (in minutes) would you try to solve an issue yourself
before calling a live customer service
1-4
23.84%
5-9
24.03%
20.70%
10-19
10.72%
20-29
30 or more
20.70%
0%
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20%
40%
60%
80%
100%
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14. Customer Service Experiences Survey
While 30% of users would spend 20 or minutes solving an issue themselves they don't have the same
patience when calling a customer service. Their patience for waiting on hold for an agent before hangingup or call-back is much shorter then self-help customers. According to graph 10, 30% of people will hang
up in less than 2 mins. of being "on hold." 48% of people will hang up between 2-5 mins. of being “on
hold.” Further, 15% will wait 6-10 minutes and 6% would wait more then 10 minutes. 77% would wait less
then 5 minutes. Hence, Companies that make it a priority to significantly reduce call handle times and
provide alternate connection solutions to the traditional phone call, should expect to see an improvement
in customer satisfaction.
Graph 10
How long are you willing to be "on hold" on the phone while waiting for an
Agent before you hang-up or want the company to call you back?
Less than 2
minutes
29.64%
2-5 minutes
47.97%
6-10 minutes
15.99%
More than
10 minutes
6.40%
0%
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20%
40%
60%
80%
100%
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15. Customer Service Experiences Survey
As per graph 11, customers find frustration in customer service menu systems for the following reasons:
49% of people are frustrated with customer service phone menu when they have to repeat all their
information again. 33% are frustrated when there is no option relevant to their question. A further 9% are
frustrated by the lack of a "back" function once a menu number was pressed and 7% found the menus
confusing. Companies adding new technologies should check that the solutions are simple for users to
use, bridges the connectivity gap between mobile and traditional contact channels, and accelerates the
customer service experience.
Graph 11
What frustrates you the most when listening to the company's
customer service phone menu?
No option relevant for my question
33.21%
I cannot go back one I "pressed"
a number and made a decision
9.19%
The menu is confusing
7.50%
I cannot enter text
0.56%
My customer data provided is outdated
0.19%
I have to repeat all the information again
if I get connected to the call center
49.34%
0%
20%
40%
60%
80%
Companies adding new technologies
should check that the solutions
simple for users to use
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100%
are
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16. Customer Service Experiences Survey
Customers report that having several options to connect with the company to solve an issue influences
their perception of the company's customer service experience. According to graph 12, 46% said it very
positively affected their perception, 35% said it's a nice to have, but there are more important factors,
and 17% said it doesn't matter. The bottom line is that having several contact methods available does
positively impact the customer's perception of a company's customer service efforts. It is important
for companies to look into the preferred contact methods for their customers and keep up to date on
the latest technologies that offer and/or enhance connectivity.
Graph 12
How does having several options to connect with the company and solve
an issue influence your perception of the company's customer service efforts?
It doesn't matter to me - one
option that works is all I need
17.93%
It's nice, but there are more important
factors in how I view the company's
customer service
35.30%
It very positively affects my perception of
the company's customer service
46.77%
0%
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20%
40%
60%
80%
100%
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17. Customer Service Experiences Survey
Customer expectations of customer service options has changed alongside technology. Users were
asked to choose the relevant customer service options that they expected from a company they did
business with. The majority, 85% expect customer service phone support. 53% expect email support,
45% website customer service, 39% live chat, 19% mobile app, 14% virtual assistant, and social media
10%. When a customer reaches out to a company in hopes of resolving an issue, they expect their
needs to be met, and in today's world that means offering a broad range of customer service options.
However, some things never changes as evident from the 85.92% that still prefer to use the phone when
contacting a company. While traditional contact methods are still ranked highest, we see many mobile,
interactive and social media channels gaining popularity.
Graph 13
What types of customer service options do you expect from a company?
Please choose the relevant one.
85.92%
Phone
32.39%
Physical store
53.52%
Email support
Website
45.07%
Live chat
39.44%
Mobile app
19.72%
Virtual assistant
14.08%
Social media
9.86%
0%
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20%
40%
60%
80%
100%
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18. Customer Service Experiences Survey
Customers are most likely to use the following contact methods to request assistance or information
from companies that they are doing business with, in order of popularity: The phone number listed on
the company's website, email support, live chat, online self-help, support forum, a mobile application,
and a virtual assistant. Traditional contact methods are still most popular as most people will first go to
the phone number listed on the website. We see new technologies and interactive platforms emerging.
To remain competitive, companies must proactively address this issue and adjust their customer service
offerings accordingly.
Graph 14
If you have an issue with a company you bought from/did business with, which
method are you most likely to use to get help? (rate from 1-7, 1 being the method
you are most likely to use, 7 being the metod you are least likely to use)
Phone number
listed on website
2.42
Mobile application
4.52
3.04
Email
Support forum/
help section
3.92
Online self-help
resource...
3.58
Live Chat
3.49
Virtual Assistant
4.59
0
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2
3
4
5
6
7
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19. Customer Service Experiences Survey
Users were asked if they notice the level of technology a company's customer service center uses. 76%
of users responded that they did notice it. It is no secret that companies need to be innovative in order
to maintain a competitive edge and here we see that innovation also plays a vital role in the customer
service experience. While customers will like and prefer certain contact methods based on a variety
of factors, they expect the company to offer a level of technology that meets and/or exceeds current
standards.
Graph 15
Do you notice a level of technology a company's customer service center uses to
interact with you?
Yes
76.47%
No
23.53%
0%
20%
40%
60%
80%
100%
While customers will like and prefer certain contact
methods, they expect the company to offer
a level of technology that meets and/or exceeds
current standards
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20. Customer Service Experiences Survey
Users were asked if they would leave a company that doest not provide satisfactory customer service.
92% of people would leave a company that does not provide satisfactory customer service. The survey
did not ask the 7% of respondents who answered “no” if there were multiple business' competing in the
users geographic area.
Graph 16
Would you leave a company that does not provide satisfactory customer service?
Yes
No
0%
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92.48%
7.52%
20%
40%
60%
80%
100%
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21. Customer Service Experiences Survey
Conclusions
Consumer behavior and expectations on the
use of traditional customer service methods
is evolving and companies must adapt to
meet these new expectations if they want to
deliver quality customer service. While calling
customer service and speaking to a live agent
remains the top preference for contacting
businesses, in general, consumers are more
connected and want to have several options
available to them to deal with customer service
issues.
Timeliness and ease of use are among the top
factors that consumers take into consideration
when deciding which contact method to use.
Common frustrations are long hold times,
needing to repeat their information all over
again and irrelevant menu options.
It cannot go unnoticed that most customers
still prefer the phone over other contact
methods. Companies should be aware that
this experience, often associated with common
IVR frustrations, can be greatly enhanced. This
is attainable by providing a visual IVR option,
for those consumers on the go, in a rush or
those who are simply looking for the latest and
greatest from their service providers.
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Take away? The impact that a positive
customer service experience has on company
loyalty is significant. Companies should note
that their customers are judging them by their
customer service experience and available
customer service options. Companies seeking
to improve customer service should be looking
to adopt innovative connectivity solutions that
offer consumers options for self-help, speeds
up the process for the consumer, reduces time
for the call center agent, ensures the customer
information only needs to be provided once,
bridges the gap between mobile, desktop, and
telephone, and supports the traditional call-in
methods.
Timeliness and ease
of use are among the top
factors that consumers take
into consideration when
deciding which
contact method
to use.
© 2014 Jacada. All right reserved. 21