-- MICHAEL WIESBLATT
PERSONALIZATION
A: There is a clear relationship between customer satisfaction and agent experience. When agents are equipped with the right AI-powered tools, they’ re able to focus on delivering the best possible experience for their customers. This can ultimately boost customer satisfaction and loyalty, as well as drive stronger business performance.
For example, instead of searching through various knowledge bases for information in response to a customer inquiry, agents can utilize AI-powered technology to surface answers in real-time.
This ability empowers them to provide efficient and effective solutions while ensuring the customer feels heard and understood.
By easing the pain points agents face day-to-day, they can focus on orchestrating effective customer journeys that can significantly improve bottom line growth. This is especially important as our“ State of Customer Experience Report” uncovered that the overwhelming majority( 82 %) of consumers surveyed say a brand is only as good as its service.
We expect to see this sentiment continue to grow in the coming years. Our“ Generational Dynamics Report” found that Millennials and Gen Z, surveyed both globally( 66 %) and in Canada( 65 %), ranked a brand’ s reputation for customer service and support to be a highly important driver when considering making a purchase.
LET’ S BEGIN ON THE CUSTOMER SIDE OF THE EQUATION. WHAT ARE THE CUSTOMER EXPECTATIONS FROM COMPANIES, INCLUDING CUSTOMER SERVICE? AND HOW LOYAL ARE CUSTOMERS? WHAT ARE THE FACTORS DRIVING THESE WANTS, PREFERENCES, AND LOYALTY? AND HAVE THESE CHANGED PRE- VERSUS POST-COVID-19 PANDEMIC?
A: We see similar demands from customers despite cultural differences.
When looking specifically at customer service expectations, consumers are placing a greater emphasis on personalized experiences. We found that 73 % of consumers surveyed would buy more frequently from brands that consistently provide a high level of personalization.
Additionally, it’ s becoming increasingly difficult for brands to earn customer loyalty. We found that 30 % of consumers surveyed stopped purchasing from a brand due to a bad service experience.
"... CONSUMERS ARE PLACING A GREATER EM- PHASIS ON PERSONALIZED EXPERIENCES."
-- MICHAEL WIESBLATT
In our view, the COVID-19 pandemic has driven customers to expect efficient and effective customer service at every turn, placing greater demands on contact center agents. With consumer loyalty becoming increasingly fickle, it is vital organizations invest in technology that better supports agents.
MUCH HAS BEEN MADE ABOUT GENERATIONAL DIFFERENCES. BUT ARE THERE ANY DIFFERENC- ES IN CUSTOMER EXPECTATIONS, PREFERENCES, AND LOYALTY BY GENERATION, COUNTRY?
A: There are none that are, for the most part, highly significant. We’ re instead seeing similarities in customer expectations and preferences when interacting with the brands they love.
When looking specifically at generational data, access to knowledgeable customer service representatives was highly valued across all age groups. We saw 68 % of Gen Z, 76 % of Millennial, 77 % of Gen X, and 81 % of Baby Boomer respondents citing this as an important factor.
Consumers also increasingly demand customer service interactions that solve their problems or address concerns completely, i. e., first contact resolution( FCR), without the need for follow-up.
Across North America, older generations placed greater importance on this, with Baby Boomers( 88 %) and Gen X respondents( 84 %) leading the way, followed by Millennials( 79 %) and Gen Z( 70 %). But when breaking the data on FCR down by country, some key differences emerge:
• Millennials in the U. S. place particularly high importance on this at 90 %, significantly higher than their Canadian counterparts at 69 %.
• Gen Z respondents, on the other hand, are far more aligned, with 72 % in Canada and 68 % in the U. S. expressing similar levels of importance.
The variations may reflect differing levels of comfort with using self-service options and digital tools( also SEE BOX), potentially shaping their expectations around what a“ complete resolution” looks like.
Respectful and empathetic treatment from customer service representatives was also among the highest factors when interacting with a brand. Gen X respondents led at 78 %, followed by Baby Boomer respondents( 77 %), Millennial respondents( 76 %), and Gen Z respondents( 74 %.)
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