{"id":27211,"date":"2022-04-13T18:00:24","date_gmt":"2022-04-13T17:00:24","guid":{"rendered":"https:\/\/www.intercom.com\/blog\/?p=27211"},"modified":"2023-03-06T16:12:21","modified_gmt":"2023-03-06T16:12:21","slug":"customer-service-trends-benchmark-report","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/customer-service-trends-benchmark-report\/","title":{"rendered":"Raising the bar: Revealing the 3 customer service trends to act on in 2022"},"content":{"rendered":"

It\u2019s been another challenging year for many support teams. But there\u2019s a silver lining \u2013 this year\u2019s Klaus Customer Service Quality Benchmark Report<\/em><\/a> reveals there are clear positive shifts taking place in the customer support landscape in 2022.<\/p>\n

Klaus<\/a> partnered with Intercom, Aircall<\/a>, and Support Driven<\/a> to create the second edition of the highly anticipated benchmark report. We surveyed almost 300 support leaders across a range of industries including software, finance, retail, and education to discover the key trends emerging in the customer support space.<\/p>\n

The data is revealing: businesses are investing more in measuring the impact of their customer service. And that investment is paying dividends. This is a positive indicator that customer support is finally getting the credit it deserves as a core business value driver<\/a> \u2013 a well-deserved development as support teams have played a critical role in retaining customers throughout the pandemic.<\/p>\n

Of course, after another year of rapid change and mounting pressures, support teams are also facing big challenges \u2013 chief among them is maintaining quality support at scale. Savvy support teams are turning to modern technology such as proactive<\/a> and self-serve support<\/a> tools to provide one-to-one quality support to many. Below, we\u2019ll explore the key trends and share tips on where to invest your resources.<\/p>\n

Support teams are investing in data: And it\u2019s paying dividends<\/h2>\n

You know how the saying goes: what gets measured gets improved. This year\u2019s report reveals that support teams are measuring the impact of their customer support more than ever before. As Klaus\u2019s Co-Founder and CEO Martin K\u00f5iva puts it:<\/p>\n

\u201cNot only are the metrics associated with service quality increasing, but more and more teams have started to track these metrics.\u201d
\n\u2013 Martin K\u00f5iva, Co-Founder and CEO of Klaus<\/p><\/blockquote>\n

It\u2019s not just the fact that support teams are measuring more that matters, it\u2019s also what<\/em> they\u2019re tracking that paints a revealing picture. Support teams are keeping a close eye on numbers that directly impact the customer experience and key performance indicators (KPIs) that influence the bottom line. What’s more, the results are paying off.<\/p>\n

“The average CSAT has increased 14% this year to 89%”<\/p><\/blockquote>\n

A significant 10% more teams now track Customer Satisfaction Score (CSAT) than last year. As a result of this laser focus, the average CSAT has increased by 14% this year to 89%.<\/p>\n

What\u2019s more, 48% of support teams report tracking Net Promoter Score<\/a> (NPS) \u2013 an increase from last year\u2019s 28%. NPS is a holistic metric used to track customer loyalty to a product or service so it\u2019s an essential bottom-line metric that all customer-facing teams can band together and influence. Again as a result of increased focus, the average NPS across industries has increased this year from 45 to 51.<\/p>\n

<\/p>\n

Of course, collecting this data is only the first step towards improving the quality of your support and ensuring your team gets a seat at the C-suite table of influence. It\u2019s what you do<\/em> with the data that counts.<\/p>\n

Tips for making the most of your data<\/h3>\n

Track the right metrics and highlight the bottom-line impact<\/h4>\n

Measure the metrics that will most positively impact your customers, and therefore, your business\u2019s bottom line. It\u2019s essential to track metrics like customer satisfaction, customer retention, and NPS to understand the true impact of your customer support. Sharing this data and the story behind it is also key for increasing your team\u2019s influence in your company. For example, send regular company-wide updates documenting how your team is contributing to increasing customer loyalty year-on-year.<\/p>\n

Partner with sales and marketing to deliver true impact<\/h4>\n

Helping customers thrive and improving core customer metrics is everyone\u2019s job in your company. Bring all of your customer-facing teams, such as customer support, customer success, marketing, and sales, together to create a cohesive strategy aimed at collectively improving key customer success metrics. Take it to the next level by adopting an all-in-one customer communications platform<\/a> where all teams work together across one platform to support and engage your customers at every stage of the customer journey.<\/p>\n

Learn, optimize, iterate<\/h4>\n

Support metrics on their own are just numbers on a dashboard. They only become meaningful when you dig deeper. So start looking for underlying trends and themes. Then, use those insights to identify how you can improve your customer support strategy and build longer lasting relationships with customers.<\/p>\n

Maintaining quality support at scale is a top challenge<\/h2>\n

What\u2019s the single biggest challenge customer support teams are facing this year? According to the report, it\u2019s maintaining quality support at scale. There are a number of factors in the customer support landscape influencing this. Customers’ expectations are increasing but most businesses are still relying on outdated, disconnected technology and processes to meet their growing customer needs. This results in slow, impersonal support and a customer expectation gap.<\/a><\/p>\n

\u201cWhat may be possible to provide one-to-one is a challenge for many businesses to provide at internet scale\u201d<\/p><\/blockquote>\n

What may be possible to provide one-to-one \u2013 fast, personal support \u2013 is a challenge for many businesses to provide at internet scale. But with the right foundations and modern technology, it\u2019s entirely possible.<\/p>\n

Tips for maintaining (and even enhancing) quality support at scale<\/h3>\n

Quality support starts with your team<\/h4>\n

Providing world-class customer support starts with fostering a great culture and high bar for your support team. It’s important to get everyone fully aligned on what quality means. After all, you can only scale the quality of support that your team already delivers. Investing in coaching your team to provide fast, empathetic support will pay off many times over, especially as you ramp up your efforts to scale quality support. Creating a quality assurance process and adopting a powerful tool (like Klaus<\/a> ;)) is key.<\/p>\n

Scale personal, empathetic support with first-party data<\/h4>\n

Today, one of the best ways to scale quality support is to gather first-party data about your customers such as the key actions they take in your product or or on your website, attributes on who they are, and information about what they need. Modern tools like chatbots and Surveys<\/a> help you capture this data automatically and store it in your customer communications platform so your team can easily access it and use it to personalize all of their communications \u2013 whether they\u2019re talking to customers one-to-one or sending personalized messages to thousands of customers. This personal touch can leave customers asking, \u201cHow do they know me so well?\u201d<\/p>\n

Aircall\u2019s Team Lead of Frontline Support Shawn Carter offers solid advice:<\/p>\n

\u201cCentralize your customer support data so that every interaction a user has with your team is easily referenced by your agents as they are assisting that user, making their context on the customer and the relationship your team has with them immediately available.\u201d
\n\u2013 Shawn Carter, Team Lead of Frontline Support at Aircall<\/p><\/blockquote>\n

Speed is of the essence<\/h4>\n

According to Forrester\u2019s recent customer service trends report<\/a>, 66% of consumers said that valuing their time is the most important thing a company can do to provide them with a quality online customer experience. Setting up personal automation means you\u2019re valuing your customers\u2019 time by getting them an answer as fast and as accurately as possible. This is where chatbots excel at being personal. They resolve simple, frequent queries like \u201cHow do I change my credit card details?\u201d and \u201cWhat are your US shipping times?\u201d accurately, often instantly, and always at scale.<\/p>\n

Proactive and self-serve support are more important than ever<\/strong><\/h2>\n

The report reveals that reducing repetitive queries is one of the top three challenges support teams are facing, with 40% of support leaders highlighting it as a key concern. <\/span><\/p>\n

“Customer support teams who have leaned into self-serve support are reaping the rewards”<\/p><\/blockquote>\n

Similar to last year, proactive and self-serve support are clearly a top priority for support teams with the majority of support teams planning to invest more in both areas to help reduce repetitive queries and help customers get the fast, accurate answers they need. A sizable <\/span>70% of companies plan to invest more in proactive customer support in 2022.\u00a0<\/span>\u00a0<\/span><\/p>\n

<\/p>\n

Customer support teams who have leaned into self-serve support are reaping the rewards \u2013 a sizable 73% of customer service professionals agree that investing in self-service options for customers has reduced their team\u2019s workload.<\/p>\n

<\/p>\n

Tips for optimizing proactive and self-serve support<\/h2>\n

Invest in growing your knowledge base so customers can self-serve<\/h4>\n

Empower your customers to help themselves by creating a robust catalog of knowledge base articles.<\/a> Not only will you reduce repetitive queries, great help content compounds in value over time. The help content you create today will lay the foundations for supporting thousands, maybe even millions, of your customers for years to come. And the value is extended even further if you deliver help content in-context via chatbots and proactive messaging to help customers when and where they need it most \u2013 while they\u2019re using your product or service.<\/p>\n

Gain a helping hand from automation and chatbots<\/h4>\n

Lean on modern technology such as chatbots and automation to quickly and contextually resolve repetitive queries. For example, you can use a chatbot like Resolution Bot<\/a> to answer customer queries in the Messenger<\/a> before customers even finish typing. With a helping hand from automation, your support team can significantly reduce repetitive queries while scaling fast, personal support and keeping your customers happy.<\/p>\n

\u201cDon\u2019t go it alone \u2013 get a helping hand from personalized automation in the form of targeted chatbots, contextual help content, personalized product tours, and more.\u201d
\n\u2013 Bobby Stapleton, Director of Customer Support at Intercom<\/p><\/blockquote>\n

Get ahead of known issues with proactive support\u00a0<\/strong><\/h4>\n

Want to go pro? Take contextual, efficient support one step further and send targeted, proactive messages<\/a> to customers while they\u2019re using your product or service before<\/em> they have questions, guiding them to take specific actions based on who they are and what they need most.<\/p>\n

Gain a customer support edge in 2022<\/h2>\n

The support landscape is changing. Is your business ready to embrace that change and reap the rewards in 2022 and beyond? We hope\u00a0these insights inspire you to adopt the right tools and strategies to elevate the customer support function within your business and build lifelong relationships with customers.<\/p>\n

Want a deeper insight into this year\u2019s trends and insights? Download the full report here.<\/a><\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Discover the top three customer service trends from Klaus’s 2022 benchmark report. And see where to invest your time and resources.<\/p>\n","protected":false},"author":175,"featured_media":27233,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[3],"tags":[19307,24788,24568],"coauthors":[408],"class_list":["post-27211","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-support","tag-3-support","tag-customer-support-report","tag-customer-support-trends"],"yoast_head":"\nRevealing The 3 Customer Service Trends to Act on in 2022<\/title>\n<meta name=\"description\" content=\"Discover the top three customer service trends from Klaus's 2022 benchmark report. 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