Live Chat Benchmark Report 2020

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Chapter 1

Customer Satisfaction

83.04% with an average rating score of 4.2/5

Down 0.06% from 2018

Customers are smarter than ever, as they understand what good – even great – customer service looks and feels like. They no longer compare you to a competitor, but to the best experience they have had with anyone. Brands that deliver an excellent service experience set the bar higher for everyone. Be it shorter hold times, higher levels of personalization or well executed AI fueled self-service solutions, the stats and facts in this report showcase the new standards. The big question is, ‘Are you ready to step up and meet the newest standards in customer service?

Shep Hyken
Customer service and experience expert

While customer expectations are as high as ever, unfortunately it seems that service quality is stagnating. The plateau in customer satisfaction from 2018 to 2019 should inspire action, not complacency, in 2020 as it is still behind the peak achieved in 2015. Since many factors influence customer satisfaction – wait time, resolution time, professionalism, accessibility, product/service issues, staff turnover, etc. – organizations should be conducting regular audits of the entire customer lifecycle to identify what’s getting in the way of progress.

Annual Customer Satisfaction Rate, 2015 to 2019

Annual Customer Satisfaction Rate

Live chat customer satisfaction is measured in two ways on the Comm100 platform: individual and average scores out of 5, and the percentage of responses with a score of 3 or higher, with 3 being the minimum for a somewhat satisfied customer.

Customer Satisfaction Rate by Team Size

Customer Satisfaction Rate

When segmented by team size, our findings show that CSAT grew about 0.5% – 1% in every team size except 6 – 10 agents where it slid by almost a full two points and negated the gains made by other segments. Organizations with this team size need to take an even closer look at their customer service operations to identify where the leaks are occurring.

The chart above also shows that organizations with 26 to 50 agents lagged behind their counterparts in 2020. This team size is sorely in need of disruption to handle the growing pains of scaling a customer service team.

Finally, it appears that teams with less than 50 agents can learn a thing or two from the practices and policies of teams with more than 50 agents – they’re clearly doing something right when it comes to customer service, scoring 4 to 6 points higher than smaller teams. The most likely explanation here is an overall higher degree of sophistication in their customer service operations spanning technology, agent training, and management skills. There is clearly a pervasive dedication to Customer Experience here that is resulting in higher customer satisfaction scores.

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