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Innovate or Stagnate: Top 4 Customer Service Trends for 2024

We all know that the world of customer service and support is constantly on the move. While some aspects are enduring, each year brings new opportunities and technologies that shift the landscape.  

This blog will delve into the top four customer service trends that are expected to take center stage in 2024. This blog is written for you, the experienced customer service professionals, who are the driving force behind these changes that will improve CX and internal efficiencies. 

From nuanced personalization powered by AI to the seamless experience of omnichannel, these trends are not fleeting shifts- they’re here to stay. If you want to dive deeper into customer service trends, take a look at this free guide:  

Customer Service Industry Trends 2024

Customer Service Industry Trends 2024

Dig deep into five customer service predictions that are expected to have a lasting and powerful impact far beyond the year.

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1. Generative AI 

“Generative AI has the potential to revolutionize the entire customer operations function, improving the customer experience and agent productivity… Research found that at one company with 5,000 customer service agents, the application of generative AI increased issue resolution by 14 percent an hour and reduced the time spent handling an issue by 9 percent. It also reduced agent attrition and requests to speak to a manager by 25 percent.”McKinsey & Co., The economic potential of generative AI: The next productivity frontier 

Of all the customer service trends for 2024, the advent of Generative AI is likely to have the greatest impact. Unlike chatbots powered by NLP (natural language processing) that rely on pre-programmed responses and rules, Generative AI chatbots can generate new responses in real-time. Built on advanced machine learning models (LMs) like GPT and with vast datasets, Generative AI bots can hold dynamic, human-like conversations in every interaction. 

Imagine interacting with a chatbot that not only understands your query, but also anticipates your needs, offers relevant suggestions, and even displays a sense of humor or empathy. These AI-driven interactions are becoming indistinguishable from human ones, providing a customer experience that is both efficient and natural. 

It’s worth noting that these AI advancements do pose challenges too. Organizations must maintain data privacy and make sure the AI’s responses remain appropriate and aligned with their brand, among other challenges. To ensure this, organizations should seek a specialist partner like Comm100 that can provide the software and expertize to take advantage of Gen AI’s capabilities while avoiding it’s pitfalls.

2. Emotional intelligence 

“In a 2022 study of more than 9,000 U.S. consumers by Qualtrics, a customer’s feelings were found to be the biggest driver of consumer loyalty. Customers who had a positive experience were nearly five times more likely to both trust and buy additional merchandise from a company than those who had a negative one.”American Express, Customer Service Skills: Emotional Intelligence for Stronger Connections 

Generative AI enables us to provide a level of personalized, 24/7 service that was previously unattainable. However, the art lies in balancing this automation with the emotional intelligence of human agents. Although Generative AI is remarkably competent at holding human-like conversations, it can’t replace the true connection that agents can offer. Emotional intelligence – the ability to understand and empathize with others – is distinct to human agents. 

In 2024, an essential customer service trend will be balancing automation with the human touch. Achieving this alone isn’t easy – but with Comm100 it’s a breeze. Comm100 specializes in helping organizations achieve human-bot harmony in their customer service operations. With a suite of automation software, from Gen AI to AI voice bots – combined with live chat, email, SMS, social media and more – organizations deliver the perfect balance of human and bot engagement that increases capacity while enhancing CX. 

3. Omnichannel experience 

“A truly omnichannel operation that spans the customer life cycle will optimize revenue, deliver capital efficiencies like cost savings, spawn operational efficiencies, and improve the customer experience overall.” Forrester, Retailers are Reaping the Rewards of Omnichannel Commerce 

A key customer support trend in 2024 and beyond will be omnichannel communication. Customers today are more connected than ever and expect to interact with brands across multiple channels seamlessly. However, disconnected channels create disconnected communication. Be it through social media, live chat, email, or SMS, the transition should be fluid and consistent. You must maintain a consistent experience and service level across all channels – and the only way to achieve this is through omnichannel communication

By adopting Comm100’s Omnichannel Communication Platform, every key channel is linked within one unified and secure agent console.  This gives agents a complete, cross-channel picture of every customer they speak to, from conversation history to location. They can gain even more information by integrating key systems, such as CRMs and shopping cart platforms. With all this information to hand, agents can resolve more queries 1) faster and 2) on first contact. This reduces escalation and increases support capacity. 

On top of this, Comm100 Omnichannel offers out-of-the-box integrations to your core systems, combined with a highly flexible API. This lets your agents update records from right inside the agent console to ensure data accuracy and consistency. Omnichannel communication isn’t the just a customer support trend for 2024 – it’s here to stick around. 

4. Proactive customer support 

“Reactive customer support tends to focus on only the customer service issues directly in front of the support team, rather than pay attention to all of the areas where customers encounter problems and need to resolve issues. This isn’t a great customer experience and can result in unhappy customers, customer churn, and increased costs.”The Hugo Team, Why Is Proactive Customer Service So Essential? 

Last but not least, our final top customer service trend for 2024 is proactive support. The traditional reactive model of customer service is evolving. Now, it’s about being one step ahead. Proactive customer support, powered by predictive analytics, allows us to anticipate and resolve issues before they escalate. It’s about shifting from a problem-solving mindset to a problem-preventing one.  

Proactive customer support doesn’t just enhance the customer experience by demonstrating care and interest in the customer. It also increases support capacity. By resolving a query before it becomes an issue, you reduce support tickets and customer complaints. To deliver this proactive customer support, you need a platform like Comm100 that offers outbound messaging

Through SMS, email, and social media, you can deliver two-way outbound messaging that helps build loyal relationships and nips the issue in the bud. Comm100 Live Chat offers proactive support too. Agents can identify visitors who appear to need help or have the potential to sell to and send them a chat. Perhaps a visitor has stayed on the shopping cart or checkout pages for a long time. Or perhaps they are a return customer who has bought from you before and you can suggest a new product or offer to them. All of this information and much more is visible to the agent so they can proactively reach out to the customer and offer whatever help or guidance they seem to need. Read this blog to discover more proactive chat ideas and best practices. 


As we look at the top customer service trends for 2024, it’s clear that the future of customer support is both exciting and challenging. It’s a future that demands a blend of technological savvy and deep human understanding. For those of us in this ever-evolving field, it’s an opportunity to constantly improve the way we connect with and serve our customers.These predictions aren’t just customer support trends for this year, or even the next. They are here to stick around.  

Comm100 is a global provider of omnichannel communication software for education, government and commercial organizations of all sizes. With Comm100, organizations provide the optimal balance of human-bot engagement through configurable live chat, AI-powered bots and automation, and secure messaging – all from within one integrated platform. Learn more about our platform and keep ahead of the curve. 

Kate Rogerson

About Kate Rogerson

Kate is the Content Marketing Manager at Comm100. She has extensive experience in content creation for technology companies across the world, including the UK, Australia and Canada. She specializes in B2B messaging, branding and soccer trivia.