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Live Chat Benchmark Report 2020 Covid-19 Edition


Live Chat Benchmark Report 2020 Covid-19 Edition

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Chapter 5

Customer satisfaction


– 3% CSAT score


– 3.1% positive CSAT rate


Customer satisfaction score


Positive customer satisfaction rate (% of score 3/5 or higher)

Perhaps unsurprisingly, customer satisfaction (CSAT) dropped across the two time periods for every team size, averaging a 3% decrease for CSAT score and 3.1% decrease for positive CSAT rate. Given the confusion and alarm that Covid-19 caused, this is understandable and perhaps inevitable.

However, it is important to note that the CSAT rate for January to March reached a new benchmark peak: An average of 85.8% across every team size. In 2019, it was 2.7 points lower at just 83.1%. (See graph below for year-on-year stats.) Putting this stat into context, an average 82.7% CSAT for April to August is impressively high given the circumstances.

The reasons for this are varied. Given the circumstances created by Covid-19, customers may have simply been more accepting of longer queues and more appreciative of customer service workload than before. Perhaps more importantly, such a high CSAT despite an on-going pandemic shows that live chat is a popular and effective channel in today’s digital world, and it is enabling agents to continue delivering great service even during the most difficult of times.

As previously discussed, teams of 26+ agents experienced the longest wait times and chat duration of all bands. While you may assume that this would result in lower CSAT scores, this team size actually achieved an impressive 87.0% average positive CSAT rate. This score not only surpasses every other team size but is also the highest achieved since Comm100 began tracking it back in 2015. This is a significant achievement and proves that prioritizing helpful support over pure efficiency will lead to better CSAT and CX.

The importance of investing in customer experience has been growing steadily in recent years as organizations recognize the impact it can have on their bottom line. These high CSAT scores across team sizes despite the uplift in chat volume could well be attributed to this trend as teams broaden their use of live chat tools to provide more responsive, helpful, and personalized support. These tools include co-browsing, video and audio chat, and intelligent routing to ensure each customer is directed to the most appropriate agent or team – all of which have increased in use since 2019.

*January to August