Of the ten countries that we chose to represent our global customer base, six got a satisfaction rate higher than the average of 84.06%.
We did a comparison of the main live chat metrics in 2015 and 2016 among these countries and the result is as the table below shows:
Global chat volume increase
Except for a slight decrease of chat volume in Canada, all other countries had more chats to handle in 2016 than in 2015. Australia has gained a startling increase of 1532.53%, which might be due to the extremely high chat volume from some individual clients. Even taking this into account, this increased rate shows that there has definitely been increased interest in, and adoption of live chat in Australia.
US was still the largest participant
As in 2015, nearly one third of companies in our 2016 sample are from the US. US companies had a steady monthly chat volume increase of 54.74% and visitors’ wait time decreased by 32.67%. Yet the shortened wait time didn’t result in higher customer satisfaction, as we noticed a slight decrease of 0.85% in the average satisfaction rate.
China has experienced similar trends to US in the past year.
Wait time affects customer satisfaction greatly
We found a strong relationship between wait time and customer satisfaction: lower wait times are associated with higher customer satisfaction.
Customers whose chats are answered quickly are more inclined to rate their experience positively, meaning that the quicker that chats are answered, the more chance there is to ensure your customers walk away happy.
Mexico’s companies got the best result
Despite a slight drop, Mexico’s companies still lead the league in 2016 in terms of customer satisfaction, with 93.26% of their customers leaving positive ratings for the chat service they received.
Compared to the situation in 2015, over the year of 2016, Mexico’s companies had much more chats to handle, agents were much busier, and visitors had to wait longer. This may be the reason for the slight drop in customer satisfaction rate.
Malaysia gains the most in customer satisfaction, India sees the biggest drop
The chart below shows the comparison of customer satisfaction among countries.
As you can see from the above chart that Malaysia gains the most and India loses the most. When looking through our metrics for the reason, we found something interesting: the biggest decrease of 65.9% in wait time belonged to Malaysia’s companies and the biggest increase of 72.77% in wait time for India’s companies.