2022 Customer Service Statistics and Trends 

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2022 Customer Service Statistics and Trends 

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Customer Service Stats and Trends (2022)

As the world changes, so do customer needs and expectations. Each year, new technology emerges that affects how customers communicate with businesses. This can present both challenges and opportunities for companies that want to remain ahead of the curve.

To keep up with the latest customer service trends, it’s important to stay up-to-date on the latest customer service statistics.

Read on for an overview of some of the most important customer service statistics for 2022. You’ll find customer service stats on:

  • The customer journey
  • Digital customer service channels
  • B2B customer service
  • The importance of personalization
  • The cost of bad customer service
  • The impact of automation and self-service
  • Customer service trends by generation
  • And finally, some fun customer service facts!

But first, here are some of our top picks:

Customer Service Statistics: Top Picks

  • Aside from pricing and shipping, 83% of consumers said excellent customer service was the most important factor when making a purchase decision
  • 62% of customers prefer to have several digital channels to choose from when interacting with a brand.
  • Customers will spend 60% more annually if they have an emotional connection to the brand. 
  • 80% of B2B customers say they expect consistency, no matter what department they interact with, yet, 66% say they often have to repeat themselves when talking to a new person at the company. 
  • Bad customer service costs U.S. companies over $62 billion per year
  • 79% of customers say they expect to have a self-service option. 
  • 72% of customers share positive customer service experiences with 6+ people. 

Customer journey statistics

Customer journey statistics are essential for businesses to understand how their customers interact with their brand. By understanding these statistics, businesses can identify areas where they need to improve the customer experience and make changes to their marketing and sales strategies. Insights from the customer journey statistics can help businesses track the success of their customer retention efforts and optimize their overall strategy.

The customer journey has changed significantly in the last several years. There are now more customer service communication channels than ever before, and customers have higher expectations for their experiences.

Additionally, the pandemic brought about some changes in what customers expect from brands in terms of company values and social impact. Below are some customer service statistics that provide insight into the current state of the industry and where it is headed.

Customer acquisition stats

Acquiring new customers is essential for businesses to sustain and grow. Customer acquisition costs (CAC) represent the investments made by a company to bring a new customer into its fold. Therefore, it is important for businesses to manage their CAC carefully and efficiently in order to ensure profitability.

But what customer acquisition strategies have the best ROI and what are customers expecting during the acquisition phase? These customer acquisition statistics provide more insight.

  • 83% of consumers said excellent customer service was the most important factor when making a purchase decision (Excluding pricing and shipping considerations)
  • Web as an acquisition channel has decreased from 77% in 2019 to 32% in 2021.
  • Email has made a giant leap as an acquisition channel from 8% in 2019 to 60% in 2021.
  • Corporate values impact the decision to buy from a company for 72-85% of customers.
  • This trend also impacts the acquisition of B2B clients, with 75% of B2B customers stating that the ethics of a business impact their decisions to purchase

Corporate values and their impact on customer acquisition:

82%of customers say the treatment of employees impacts their purchase decisions
85% of customers say the treatment of customers impacts their purchase decisions
78% of customers say environmental practices impact their purchase decisions
73% of customers say actions taken to end racial injustices impact their purchase decisions
76%of customers say actions taken to end economic injustices impact their purchase decisions
72% of customers say the level of community involvement impacts their purchase decisions

Sources: Khoros, CSG, Salesforce

What is the average customer acquisition rate?

The answer will depend on the industry, but here are the average customer acquisition rates for a few industries:

Industry Customer Acquisition Cost (CAC)
Consumer Goods$22
Marketing Agency$141
Real Estate$213

Sources: HubSpot, Harvard Business Review, HubSpot, HubSpot, WebEngage, HootSuite

Customer onboarding stats

Customer onboarding is the process of orienting and acclimating new customers or users to your product or service. If done correctly, it can help reduce churn, boost customer satisfaction, and increase customer lifetime value.

It is important to make sure that customers have a positive experience during this process, as it can set the tone for the rest of the customer’s relationship with the company. The statistics below provide insight into customer expectations, needs, and ROI.

  • 88% of customers value onboarding, saying they would purchase from a company again if they feel welcome. 
  • If a customer finds it difficult to make a purchase, 74% will change to another brand.
  • Customers value personalization over speed 59% of the time. 
  • 63% of customers say that onboarding is a key factor in their purchase decision.

Sources: HubSpot, Wyzowl

Customer experience stats

Creating a positive customer experience should be a top priority for any business. It can lead to repeat customers, word-of-mouth marketing, and improved bottom-line results.

There are a number of factors that contribute to a positive customer experience, such as convenience, accessibility, communication, and follow-through. But one of the most important is simply providing what the customer wants. This means understanding their needs and desires and then working to meet them.

  • 62% of customers prefer to have several digital channels to choose from when interacting with a brand.
  • 3 out of 4 customers want companies to communicate better internally, so customers can avoid having to repeat themselves.
  • 79% of customers expect a quick reply when they contact a company.
  • Smart notifications (notifications based on location, and behaviors) are used in over 50% of customer interactions.
  • An astounding 99% of customers want brands to increase their trustworthiness
  • 91% of customers say a positive experience with a customer service representative increases their brand loyalty
  • After receiving excellent service, 78% of customers are prepared to forgive a brand for an error.
  • 71% of customers say the quality of customer service was the basis for their purchase. 
  • According to a 2021 survey, 83% of customers expect an immediate response when they contact a company – compared to 78% in 2019. 

Sources: Khoros, CSG, Salesforce

Customer engagement stats

Customer engagement is a hot topic in business today. But what is it, really? And why does it matter?

At its most basic, customer engagement is simply the act of interacting with customers. This can take many forms, from one-on-one conversations to social media interactions to providing excellent customer service.

But why does engagement matter? Because it’s the key to building strong, lasting relationships with customers. When customers feel engaged with a company, they’re more likely to become loyal, lifelong fans. And that loyalty is worth its weight in gold.

Engaged customers are also more likely to recommend a company to their friends and family. This word-of-mouth marketing is invaluable, and it’s one of the most powerful forms of marketing there is.

So if you want to build a strong customer base, focus on engagement. It’s the key to success.


Below are key customer engagement statistics that every customer-facing professional should know:

  • 57% of customers report that they “regularly” or “often” look for discounts, deals, or coupons.
  • 53% of customers say that purchasing a product or service is the primary reason they interact with a company
  • 79% of customers found value in interacting via online chat with a customer service representative. 
  • 75% of customers find it valuable to interact with other customers in a brand-specific online community
  • 67% would find it valuable to engage with a brand via an app on their mobile device
  • Email usage in customer service increased 145% between 2020 and 2021. 
  • Digital engagement has surpassed all other forms of engagement, with almost 60% of customer engagement occurring online – up from 42% in 2019. 
  • Customers will spend 60% more annually if they have an emotional connection to the brand. 

Sources: Khoros, CSG, Salesforce, HubSpot

Customer retention statistics

The importance of customer retention cannot be understated. Retaining customers is essential to the success of any business, as it is far more costly to acquire new customers than it is to keep existing ones.

Here are some customer service statistics that demonstrate not only the importance of retention:

  • Obtaining a new customer costs between 5 to 25 times more than retaining existing customers. 
  • 83% of customers agreed that they were more likely to feel loyal to brands that responded and resolved their complaints.
  • 50% of customers will choose another company if they are more relevant or able to meet their needs better. 
  • To increase profits by 25%, you only need a 5% increase in customer retention. 
  • Loyal customers will purchase from the brand 60% more often
  • Surprise rewards are the reason that 60% of customers stay loyal to a brand. 
  • 30% of customers are not satisfied with brand loyalty programs. 

Sources: Khoros, CSG, Salesforce, HubSpot, Harvard Business Reviewac

Digital customer service stats

Back in 2000, there were only three customer service channels: voice, mail, and in-person. In 2017, the customer service landscape had shifted to include chat, email, forums, social media, chatbots, co-browsing, customer portals, and customer communities.

Now in 2022, customer-facing professionals need to be prepared to provide assistance across many more communication channels. These may include web self-service, web chat, social media, email, contact forms, phone, text (SMS), virtual customer assistants (VCAs), and in-app support.

With so many different channels, how do you decide which ones to focus on? Do customers expect the same experience across all communication channels? Let’s get some numbers on the big picture before breaking it down by channel.


  • 69% of customers want to have the option to communicate with a company through multiple channels
  • 73% of companies expect inbound channels to increase, and 53% said outbound to increase by 2024. 
  • Customers found digital channels valuable for communicating with their favorite brands:
    • 79% found value in online chats
    • 75% found value in an online community
    • 67% found value in communicating with a brand via a mobile application 

What channels do customers use for communicating with their favorite brands?

Phone – voice and texting12%
Social media10%

Sources: Khoros, CSG

B2B customer service stats

Excellent customer service is essential for any business, but it’s especially important in the world of business-to-business (B2B) sales. After all, when your customers are other businesses, a strong relationship is key to maintaining a healthy bottom line.

This lack of customer satisfaction can have a ripple effect throughout the entire organization, costing businesses both time and money.

 Take a look at these statistics:t

  • 84% of B2B customers say they will buy more often from a company if customer service representatives understand their goals in purchasing the product. 
  • 85% of B2B customers say the buyer experience is as important as the product or service.
  • 80% of B2B customers say they expect consistency, no matter what department they interact with. 
  • However, 66% of them say they often have to repeat themselves when talking to a new person at the company. 
  • 60% of B2B customers say they generally trust the businesses they purchase from, compared to only 45% of B2C customers. 
  • 58% of B2B buyers would rather purchase from a small company, versus the other 42% who would rather purchase from a large business. 

Where B2B customer service might fall short

What B2B Customers ExpectWhat They Actually Experience
85% expect customer service representatives to understand the customer’s business 57% say they don’t see the level of knowledge they expected 
66% expect a solution to be developed rather than a product to be pitched63% say that sales representatives tend to pitch products rather than solutions
86% expect to develop a trust-centered relationship 73% say they end up feeling like the relationship was all about the sale

Sources: Khoros, CSG, Salesforce

The importance of personalization in customer service

Personalization in customer service is one of the most important trends that companies need to focus on to remain competitive. It can be a challenge to keep up with the competition and meet customer expectations, but personalization can give you the edge you need.

Personalization involves creating a customized experience for each customer that takes into account their individual preferences and needs. This could include anything from using their name in correspondence to providing them with tailored recommendations based on their purchase history.

Personalization has become increasingly important in recent years, as customers have come to expect more tailored and relevant experiences. But don’t take our word for it. Let’s dig into the numbers:

  • 11% of customers said that personalized product recommendations were important for their loyalty, versus 44% of brands that thought it was valuable. 
  • 44% of customers said that it was very important to them to have quick responses that were both helpful and personalized when they have questions. 
  • 34% said that the quality of personalized customer service over the phone was very important to their brand choice. 
  • 75% of customers would rather have a real person on the phone than an on-brand message.
  • 68% of customers said they make higher-value purchases at companies where they are treated like an individual.
  • 66% of customers say they feel that companies treat them like a number
  • The importance of personalization is increasing, from 49% of customers expecting personalized responses in 2019, to 52% in 2021. 
  • 83% of customers expect companies to offer choices for shipping such as picking their items up from a store.
  • 76% of customers say their communication channel preference changes based on the situation

Where customer service might fall short:

What Customers Expect What They Experience
68% expect empathy from brands they choose37% say they see genuine empathy from brands
66% of customers want companies to treat and understand them as individuals 34% say they feel treated like individuals 

Sources: Khoros, CSG, Salesforce

The cost of bad customer service

Bad customer service can be very costly for businesses. It can lead to lost customers, lower sales, and bad publicity. In some cases, it can even lead to legal action being taken against the business. All of these things can have a major impact on the bottom line.

Bad customer service can have a number of different causes. It could be due to employees who are not properly trained or do not have the right attitude. It could also be due to poor policies or procedures. Whatever the cause, bad customer service can be very costly for businesses.

Here are some statistics on how poor customer service can cost your business:

  • Bad customer service costs U.S. companies over $62 billion per year
  • 65% of customers have changed companies due to bad customer service. 
  • Customers experience bad customer service 38% more often than companies think they do. 
  • Poor customer service leaves customers feeling disappointed 53% of the time, unhappy 43% of the time, and angry 41% of the time. 
  • 90% of customers also look at how a brand reacts to a crisis to determine how much they trust the brand. 

A mismatch between brands’ confidence and customer experience:

Brand viewCustomer view
91% confident they can respond in a timely manner with personalized answers15% say they regularly get a timely response with personalized answers 
91% say their reviews are easy to find17% say reviews for a brand are easy to find
90% say they have an online community that helps customers find answers or connect with others11% say they regularly see online communities from companies they purchase from
89% say they ask customers for feedback17% say they regularly get asked by companies for feedback
85% say they offer personalized discounts and deals 12% say they regularly see companies offer personalized deals and discounts
87% say their customer service over the phone is useful and pleasant17% say they regularly experience pleasant and helpful customer service over the phone

Sources: Khoros, CSG, Salesforce

Colorful Soft and Rounded Comparison Infographic 1

The impact of automation and self-service

Though it is often difficult to predict how a technology will be used once it enters the marketplace, there are some potential benefits of automation and self-service technologies in customer service that are worth considering.

For businesses, automating customer service can lead to increased efficiency and cost savings. Additionally, self-service technologies have the potential to empower customers and give them more control over their service experience.

When it comes to customer service, automation can refer to a variety of technologies, including chatbots, virtual customer assistants (VCAs), and intelligent call routing systems. 

Self-service technologies, on the other hand, are designed to give customers more control over their service experience. Common examples of self-service technologies include online knowledge bases, FAQs, and customer portals. 

Here are some statistics on automation and self-service in the customer service industry:

  • 75% of customers would rather have a live person who is genuine in their interaction than an automated message that is perfectly crafted.
  • However, 79% of customers also say they expect to have a self-service option so that they can get help without talking to a person.
  • 90% of businesses saw an improvement in resolving complaints when using AI chatbots. 
  • AI chatbots can handle 30-50% of the workload of a customer service team. 

Sources: Vanilla Forums, Forbes

A breakdown of customer service trends by generation 

Different generations have different expectations when it comes to customer service.  Here’s a breakdown of what each generation is looking for:

Baby Boomers (born 1946-1964): 

Baby Boomers are looking for convenience, respect, and personal attention. They want to be able to easily contact customer service when they need to and feel like their concerns are being heard.

Generation X (born 1965-1980): 

This generation is all about efficiency. They want quick and easy solutions to their problems. They’re also more likely to research products and companies before making a purchase.

Millennials (born 1981-1996): 

Millennials are looking for a seamless customer service experience. They expect to be able to contact customer service through a variety of channels, including social media. They also want their concerns to be addressed quickly and efficiently.

Generation Z (born 1997-present): 

This generation is the most digital-savvy, so they expect to be able to find answers to their questions online. They’re also looking for quick and easy solutions to their problems.

Keep these generational differences in mind when crafting your customer service strategy. By tailoring your approach to each generation, you’ll be able to provide the level of service that each group is looking for.

Baby BoomersGen XMillenialsGen Z
Feel that brands tell the truth44%41%39%50%
Think that brands do what’s best for society45%40%37%44%
Think that brands do what’s best for the customers 42%36%31%35%
Expect connected experiences48%59%65%57%
Expect companies to anticipate the customer’s needs48%58%63%61%
Want personalized customer service57%61%67%74%
Think that companies need to improve their technology 42%46%47%38%
Feel that companies need new business models34%37%36%23%
Expect to talk to someone as soon as they contact a brand87%85%81%72%
Decide whether to purchase from a company based on customer service quality 70%73%73%64%
Want brands to reach out to customers51%58%63%51%
Purchase more from brands they are emotionally connected with47%52%59%54%
May use several channels to make a single purchase 64%75%82%78%
May use several devices to make a single purchase 53%66%78%76%
Want a company’s values to match their own53%62%68%64%
Feel that companies are completely responsible for reducing their carbon footprint41%41%50%51%
Feel that companies are completely responsible for reporting environmental impacts36%39%49%54%
Believe that businesses are completely responsible for diversity in their board of directors29%31%41%46%

Some of these differences are subtle, but important to consider when interacting with customers of different generations. 

Source: Salesforce

And finally, some fun customer service facts!


All of this data can be overwhelming, so let’s have a little bit of fun! Here are some fun facts about current customer service trends:

  • 13% of the time, a negative experience will be shared with 15+ people, but 72% of the time a positive experience will be shared with 6+ people. 
  • 70% of customers try to fix their problem on their own
  • It’s expected that, in the future, 85% of customer service inquiries will be handled without ever speaking to a person
  • Globally, 67% of customers believe that customer service overall is improving.
  • 75% of businesses reported they are measuring customer engagement but cannot define what it is.
  • 1/3 of Americans have used social media to share a negative customer service experience.

Sources: Qminder, Review42, Microsoft, Kolsky

Final thoughts

In today’s competitive marketplace, customers have a lot of choices, and they’re not afraid to switch companies if they’re not happy with the service they’re receiving.

In order to keep your customers happy and loyal, you need to make sure that you’re offering them the best possible experience. It’s important to stay on top of customer service trends so that you can be sure you’re giving your customers what they want and need. By making customer service your competitive advantage,  you’ll be able to keep your customers coming back, again and again.

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