2023年客户体验报告（英）-28页-WN6.pdf

Hero Experience Report 2023Empowering the ModernCustomer Service Team群内每日免费分享5份+最新资料 群内每日免费分享5份+最新资料 300T网盘资源+4040万份行业报告为您的创业、职场、商业、投资、亲子、网赚、艺术、健身、心理、个人成长 全面赋能！添加微信，备注“入群”立刻免费领取 立刻免费领取 200套知识地图+最新研报收钱文案、增长黑客、产品运营、品牌企划、营销战略、办公软件、会计财务、广告设计、摄影修图、视频剪辑、直播带货、电商运营、投资理财、汽车房产、餐饮烹饪、职场经验、演讲口才、风水命理、心理思维、恋爱情趣、美妆护肤、健身瘦身、格斗搏击、漫画手绘、声乐训练、自媒体打造、效率软件工具、游戏影音扫码先加好友，以备不时之需扫码先加好友，以备不时之需行业报告/思维导图/电子书/资讯情报行业报告/思维导图/电子书/资讯情报致终身学习者社群致终身学习者社群关注公众号获取更多资料关注公众号获取更多资料In todays fast-paced world,customer service teams are finding it more and more difficult to keep up with the unrelenting demand for instant results.In 2022,Gladly the only customer service platform built around people,not tickets teamed up with Stitch Marketing Research to survey 1,500 US consumers.The result was our and the findings were eye-opening.One of the most urgent takeaways to come from last years report is that 42%of customers said they would stop buying from a brand altogether after just two bad service experiences.On the other hand,72%of shoppers are willing to pay more for a brand that offers an exceptional customer experience.Talk about high stakes.Customer Expectations Report,As if that isnt enough,pressing changes in the customer service industry are affecting the way many businesses behave and invest in customer experience.Digital upheavalFaster online shopping,automation,and the rise of ChatGPT have made customers feel like light-speed answers should be the standard,putting enormous stress on already overworked agents.Accelerating competitionEcommerce brands continue to pop up every day.Meanwhile,established retail brands continue to push out small to midsize businesses for similar products they can afford to sell at cheaper rates.Rising expectations of workersIn trying to cope with all these changes,C-suite and executive leaders are implementing many complex solutions and technology at once often without filling common employee skills gaps properly.02Hero Experience Report Empowering the Modern Customer Service TeamThe Current LandscapeCustomer service is a ground-up operation.If the roots of an organization arent well nurtured,a successful support center and company as a whole cant flourish.In the face of external pressures and industry-wide challenges,its essential to remember that your service agents are at the front lines of your brand,facing and managing the unhappy customers whose expectations may not have been met.These agents,who are doubling as ambassadors of your brand,need the means to truly thrive in the workplace for any other aspect of your customer experience to thrive.At Gladly,we recognize the impact customer service teams have on the success of a business.Thats why we spearheaded this report.03The Big IdeaHero Experience Report Empowering the Modern Customer Service TeamThe Research04Our mission is to amplify the voice of the customer service agent,and by doing so,help create happier,more efficient,and empowered customer service teams.To achieve this,we teamed up with Stitch Marketing Research to create the Hero Experience Report 2023.With this report and the experiences we share,we hope to equip customer service teams and leaders with the insights needed to transform agents into heroes,becoming true brand ambassadors.We conducted a survey across 350 customer service agents in the US(60%)and internationally(40%)to represent service teams both domestically and abroad in top customer support hubs.All respondents are currently full-time at US-headquartered B2C companies from mid-market(100-500 employees with$10M-$1B in AR)to enterprise(500+employees and$1B AR).Hero Experience Report Empowering the Modern Customer Service Team05WHY HERO?At Gladly,we believe that any customer service agent can be a customer service hero,but thats often not the status quo.Being a customer service hero means01You treat your customers like a friend,empathize with them,and get to the bottom of their issue so they forget there was ever a problem to be solved.02You show up to work feeling motivated,supported,and empowered,and carry this through in your conversations with customers and your team.03You go above and beyond whats expected by knowing the customers name,preferences,history with your brand,and pain points before they even ask.04You and your customers hang up feeling seen and accomplished,not frustrated.Hero Experience Report Empowering the Modern Customer Service TeamThe math is simple understanding customer service agents motivations can lead to higher employee retention rates and increased engagement and productivity.If we look at the geographical breakdown of top motivators,we see differences in ranking order,but the key motivators connection,growth,and job security stay the same,instilling the idea that customer service is not just a job,but a trade with dedicated and loyal employees.Motivations07Motivations for working in the industry vary somewhat between domestic and international agentsINTERNATIONALUSA01 Engaging with people and conversing with them is more enjoyable to me01 Engaging with people and conversing with them is more enjoyable to me45%48%02 Assisting customers in resolving service issues37%02 Opportunities for professional growth52%03 Employment opportunities in the field are consistently available,providing job security03 Employment opportunities in the field are consistently available,providing job security34%53%0%100%50%0%100%50%Hero Experience Report Empowering the Modern Customer Service TeamEngagementUnlike Gladly,legacy customer support systems have built a business around closing tickets and treating people as cases but customer service agents motivation is contradictory to this flow.An average of 47%of all respondents ranked engaging and conversing with customers as a top motivator yet theyre being forced to work in systems that treat customers as cases to resolve rather than people to help and build connections with.The sentiment is similar on the customer side.In the,we discovered that 73%of consumers want to be treated like a person,not a case number,further emphasizing the idea that both sides want to engage as people,not tickets.With the rise of automation and AI in customer service,busy work like call notes and follow-up emails will decrease.This will allow agents to focus their time on conversations,building genuine connections,and helping customers.In the US,the second most significant motivator is the satisfaction derived from resolving service issues(37%),further proving this underlying theme of engagement.2022 Customer Expectations Report08An average of 47%of all respondents ranked engaging and conversing with customers as a top motivator.Hero Experience Report Empowering the Modern Customer Service TeamGrowthNot only are agents people that thrive on connection,but they are experts in their fields.The stigma that agents arent educated enough to achieve higher employment levels or are restricted to entry-level roles is a false narrative.More than 50%of our respondents have a four-year degree or higher,and 61%of agents have been in the industry for six years or more.For these professionals,service isnt just a job;its their trade.09of our respondents have a four-year degree or higher.50%of agents have been in the industry for six years or more.61%Hero Experience Report Empowering the Modern Customer Service TeamGrowthLongevity is the name of the game,with 89%of survey respondents planning to stay in their field.This is an encouraging number,especially when considering the total organizational costs of employee turnover is estimated by Harvard Business Review researcher Keith Ferrazi to be It pays to have more open conversations between management and agents around growth and career longevity.between 100%300%of exiting employees salaries.1089%of survey respondents planning to stay in their fieldHero Experience Report Empowering the Modern Customer Service TeamJob SecurityDuring times of uncertainty,having job security can be a major relief.As we saw earlier,job security consistently appeared in the top three motivators globally,with 53%of international professionals selecting it as their top motivator,compared to 34%in the US.This is especially fascinating to examine among international audiences.For many of these individuals,working in customer service isnt just a reliable,consistent job.It also offers growth opportunities,with 52%of international respondents ranking the opportunity for growth as their second most important motivator.Customer service jobs are essential to all commerce businesses,and as long as there are customers,agents will need to serve them.And while will shift the mix of conversations from human to automated,they will also free agents from menial tasks,making them more efficient and allowing them to solve more complex issues that require a human touch.Reassuring agents that their roles are vital to customer centricity goes a long way.new technologies like ChatGPT11Perceived job security globally53%INTERNATIONALUS34%Hero Experience Report Empowering the Modern Customer Service TeamAs many industries have adapted to the new future of work post-COVID,customer service agents are still finding their groove.In-office teams thrive on competition and formality,while remote teams relish their autonomy and flexibility.Hybrid teams must navigate a blend of confidence and confusion,raising doubts about the viability of this work model altogether.This begs the question:which work environment truly serves the needs of both organizations and employees?Here are some best practices to consider for each scenario.ChallengesRemote work,celebrated for its flexibility and freedom,can present challenges like feelings of isolation among employees.44%of survey respondents noted that feeling disconnected from managers and peers in remote work environments was their top challenge.However,these insights dont mean remote work isnt a valuable tool for a functioning workforce.Our research concluded that the environment requires a deliberate approach to fostering intentional communication and camaraderie.This approach ensures that companies remain agile and thrive in todays dynamic market,harnessing the power of remote work while mitigating its drawbacks.Remote1344%of survey respondents noted that feeling disconnected from managers and peers in remote work environments was their top challenge.Hero Experience Report Empowering the Modern Customer Service TeamThe RemoteSolutionWhile only a small proportion of customer service agents spend their work time remotely 26%of agents in the US,17%in India,and 26%in the Philippines its still critical to understand how to best support these teams.Due to their remote work setting,agents may not always have the chance for one-on-one interaction with their peersTo address this,you should facilitate the creation of communities and events that remote agents can join.Offering mentorship opportunities can also further support the growth of remote agents,regardless of their physical location.14Respondents who work remotelyof respondents in the USof respondents in the Philippines26%26%Check out these 12 must-haves for your remote customer service team.From communication tools to productivity trackers,this checklist covers all the bases to ensure your team is well-equipped to provide exceptional customer service no matter where theyre working from.Pro Tipof respondents in India17%Hero Experience Report Empowering the Modern Customer Service TeamHybrid work has become increasingly popular due to its flexibility and potential cost savings.However,this approach has its challenges.Our data found that 63%of employees in a hybrid environment experienced unnecessary difficulties.One significant drawback of hybrid work is the potential for lack of consistency,which can adversely impact customers experiences and stunt agent growth.Hybrid15of employees in a hybrid environment experienced unnecessary difficulties.63%Hero Experience Report Empowering the Modern Customer Service TeamThe HybridSolutionTo make hybrid work easier for employees,you can take several steps to ensure all team members feel connected and supported.This means making it easy for folks to connect with their manager,whether working in the office or from home.Ongoing training and development are also essential to keep everyone up-to-date with the latest industry trends and automation tools like ChatGPT that can help increase productivity and help them do their jobs better.16For this specific group of employees,sticking to either solely remote or in-office work could be preferable,especially considering the disadvantages and challenges a hybrid work situation poses.It could be impractical for agents to work from home three days a week and from the call center for the remaining two days to handle customer interactions constantly switching between working from home and the call center could lead to confusion and inconsistencies in service.If resources are available to support fully remote or fully in-person work,its worth considering the shift for happier,more engaged,and more efficient employees.Pro TipHero Experience Report Empowering the Modern Customer Service TeamDespite the rise of remote work and the prevalence of hybrid models,in-office work is still a significant part of the customer service industry.Of those surveyed in the US,60%work in-office,while 49%of respondents in India and 44%of respondents in the Philippines work in-office.As three of the top global support center hubs,this isnt an entirely surprising trend.Many customer service teams operate out of centralized call centers or office locations,where agents can work side-by-side and collaborate in real time.Even with in-office work benefits like collaboration and structure,its essential to consider the potential drawbacks when deciding on this work arrangement,such as the inconvenience of commuting to work and the struggle to maintain a work/life balance.In-Office17Respondents who work in officeof respondents in the USof respondents in the Philippines60%44%of respondents in India49%Hero Experience Report Empowering the Modern Customer Service TeamThe In-Office SolutionEnsuring work/life balance is crucial,especially for office workers.Help employees unwind and manage stress by encouraging them to take regular daily breaks.Wellness programs,mental health resources,and other support services are also essential in helping employees cope with the demands of both their personal and professional lives.18Working in an office environment can contribute to higher levels of burnout in customer service agents due to commuting time and lack of flexibility.To combat this,managers must prioritize employee well-being and implement strategies to prevent burnout.Pro TipHero Experience Report Empowering the Modern Customer Service TeamThe structure of a workplace can often be a source of conflict within companies,particularly in customer service roles.Our data found that 17%of respondents felt that the o