200+ Must-Know Customer Service Statistics For 2020

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Business success is driven by much more than just product/service and pricing. In fact, consumer research over the past few years has found that consumers are increasingly choosing companies they do business with based on the company’s customer service and experience, as well as its corporate social responsibility agenda. 

This means successful transactions today are fully customer-driven, which is why customer service and experience have become a priority for businesses across industries. 

But why take our word for it?

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Related: Answering Services for Small Businesses

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We’ve compiled 200 customer service facts and figures so that you can see for yourself why customer service is now more important than ever and that exceptional customer service can lead to more leads, sales, loyal customers, and revenue. 

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Customer Service: Key Facts and Figures for 2020

Statistics Supporting Great Customer Service

1. The global customer experience management market size was valued at USD 6.5 billion in 2019 and is expected to register a CAGR of 17.7% from 2020 to 2027. (Grandview Research) 
2. Customer experience management helps organizations to strengthen their brand presence, improve consumer loyalty, reduce customer churn, and in turn boost business revenue. (Grandview Research) 
3. Customers say they are more likely to try additional services or products from brands that provide superior customer experience. (PwC)
4. Seven in 10 U.S. consumers say they’ve spent more money to do business with a company that delivers great service. (Amex) 
5. US consumers say they’re willing to spend 17 percent more to do business with companies that deliver excellent service. (Amex)
6. 94%  of consumers who give a company a “very good” CX rating are likely to purchase more products or services from that company in the future. (Qualtrics)
7. About three-quarters of consumers who give a company a “very good” CX rating are likely to forgive a company for a bad experience. (Qualtrics) 
8. Nearly 90% of consumers who give a company a “very good” CX rating are likely to trust a company to take care of their needs. (Qualtrics) 
9. There is a 38-percentage-point difference in likelihood to recommend between consumers rating a company’s CX as “good” versus those rating a company’s CX as “poor.” (Qualtrics)
10. CX drives over two-thirds of customer loyalty, outperforming brand and price combined. (Gartner) 
11. The companies leading in customer experience are more successful than their peers. They are three times more likely to have significantly exceeded their 2019 business goals. (Adobe)
12. 52% of customers report going out of their way to buy from their favorite brands. (ZenDesk)
13. 3 in 4 consumers buy more from companies that make it easier to do business with them. (BT, Cisco) 
14. 95% of respondents cite customer service as important in their choice of and loyalty to a brand. (Microsoft) 
15. 70% of consumers have a more favorable view of brands that offer or contact them with proactive customer service notifications. (Microsoft) 
16. 90% of customers have a more favorable view of brands that give them the opportunity to provide feedback. (Microsoft) 
17. It costs businesses 6-7x more to attract a new customer than to retain an existing one. (HubSpot)
18. Consumers report a 25 to 30 percent increase in loyalty with the introduction of modern engagement capabilities. (Oracle) 
19. 76% of consumers agree that they will use a company that gets them to the appropriate individual with a minimal number of menu selections. (Oracle) 
20. 68% of consumers say they would buy more from brands that put the service back in customer service. (Oracle) 
21. 86% of consumers are willing to pay more for a great experience. (Vonage) 
22. By the end of 2020, customer experience will overtake price and product to become the key brand differentiator. (Vonage) 
23. Superior customer experience has been found to drive stronger bottom lines and stock prices. (Vonage)
24. Customers with good service interactions reported that they were not only less likely to show disloyalty toward the company, but more likely to advocate, renew and spend more. (Gartner) 
25. Good customer service interactions increased customers’ confidence in their original purchase decision or helped them achieve more with the product/service. (Gartner)
26. After experiencing value-enhancing customer service interactions, there is an 82% probability that the customer would stay even when presented an opportunity to switch. (Gartner)
27. 97% of customers are more likely to share positive word of mouth after they receive value during a service interaction. (Gartner)
28.  79% of consumers say customer service is extremely important when deciding where to shop. (Kustomer) 
29. 59% of consumers are willing to pay a premium for a brand or provider known to have outstanding customer service, with most consumers reporting they are willing to pay 5-10% more. (Kustomer)
30. Good customer service was ranked as the number one attribute when choosing where to do business, even above price, for those aged 18-24. (Kustomer) 
31. Even with the disruption of a global pandemic, consumers prefer doing business with companies that can make and maintain positive connections – 38% of consumers are ready to pay more for a product or service if it means receiving a superior customer experience. (Sitel)
32. 65% of consumers say a positive brand experience is more influential than great advertising. (Sinch) 
33. 62%  of consumers said they were more likely to be a repeat customer of a brand if the brand responded to their questions on digital channels. (Conversocial)

Financial Statistics on Great Customer Service

34. 73% of all people point to customer experience as an important factor in their purchasing decisions. Yet only 49% of U.S. consumers say companies provide a good customer experience today. (PwC)
35. 43% of all consumers would pay more for greater convenience. (PwC)
36. 42% would pay more for a friendly, welcoming experience. (PwC)
37. Among U.S. customers, 65% find a positive experience with a brand to be more influential than great advertising. (PwC)
38. 54% of U.S. consumers say customer experience at most companies needs improvement. (PwC)
39. 31% of teams think their company considers customer service as an expense, not an opportunity for growth. (HubSpot) 
40. Only 32% of companies are using customer relationship management (CRM) software to manage customer data. (HubSpot)
41. Over 70% of CX leaders struggle to design projects that increase customer loyalty and achieve results. (Gartner)
42. 63% of business leaders believe that to build customer loyalty, their CX teams must be primarily focused on creating new and innovative experiences for their customers. (Gartner)
43. 90% of consumers regard resolution as their most important customer service issue. (KPMG)
44.  Compared with two years ago, four in 10 consumers find themselves evaluating or considering other providers more often. (Accenture) 
45. Of the consumers who switched to another provider due to poor service, more than 80% said they could have been retained. (Accenture)
46. Only 14 percent of consumers overall strongly agree that companies are effectively providing a positive customer experience through convergence between new digital, mobile and social channel interactions and more traditional ones. (Accenture) 
47. the percentage of consumers saying their biggest frustrations with providers—failure to deliver on their promises, inefficient and slow customer service, and lack of interaction convenience—have remained consistent in the past few years. (Accenture)
48. When it comes to customer service’s impact on loyalty, service matters most to younger customers. (ZenDesk)
49.  Less than 30% of companies offer self-service, live chat, social messaging, in-app messaging, bots or peer-to-peer communities. (ZenDesk)
50. Companies offering omnichannel support resolve tickets more than three times faster, and their customers spend 75% less time waiting for agents to respond. (ZenDesk)
51. Just one in five people rate their digital experience of large multinational organisations as excellent. (BT, Cisco) 
52. 82% say it would be good if organisations used AI to monitor the condition of products and services. (BT, Cisco) 
53. 59% of consumers say they have higher expectations for customer service now than you had a year ago. (Microsoft)
54. 47 percent of consumers rate humanizing the customer experience the most important benefit in modern engagement capabilities. (Oracle) 
55. Our research suggests only about 15% of customer interactions currently produce value enhancement but many more could. (Gartner)
56. The greatest chance to enhance the value the customer perceives is during inquiry calls. The lowest likelihood of success is during complaint calls. (Gartner) 
57. The number of CX (customer experience) executives will grow by 25%. (Forrester) 
58. Customer service is the most important driver category of customer experience quality across most industries and markets. (Forrester)
59. Eighty-two percent of decision makers say their company’s customer service must transform in order to stay competitive. (Salesforce) 
60. Nearly seven in 10 decision makers say executives allocate the budget needed to modernize customer service operations. What’s more, the majority of service teams expect budget increases next year. (Salesforce) 
61. Seventy-eight percent of service professionals say their company views agents as customer advocates, and 75% view them as brand ambassadors. (Salesforce) 
62. 85% of service decision makers view investment in agents as a vital part of service transformation. (Salesforce) 
63.  Fifty-six percent of agents say they must toggle between multiple screens to find all the information they need to do their job. (Salesforce) 
64. Live service is 80x more expensive than a self-service interaction. (Gartner)
65. Seventy-three percent of customers say one extraordinary experience raises their expectations of other companies. (Salesforce) 
66.  Fifty-four percent of customers say it’s harder than ever for companies to earn their trust. (Salesforce) 
67. Eighty-nine percent of customers are more loyal to companies they trust, and 65% have stopped buying from companies that did something they consider distrustful. (Salesforce)
68. 54% of customers say companies need to transform how they engage with them. (Salesforce)
69. over 95% of organizations have adopted a journey based approach to CX and eight-in-ten respondents say a journey-based strategy is critical to the overall success of their business. (Pointillist) 
70. 40%of CX leaders agree that quantifying the ROI of customer experience is the #1 overall CX challenge today. (Pointillist)
71. 48%of enterprise CX leaders agree that lacking a single view of the customer and customer journey is the #1 challenge for effectively measuring customer experience. (Pointillist)
72. The majority of CX organizations (95%) collect customer feedback data. For customer experience professionals, three of the top five high-priority KPIs are NPS® (62.7%), CSAT (54.2%) and CES (30.9%). (Pointillist)
73. 61 percent of consumers report that brands aren’t using their personal information intelligently or thoughtfully to predict their needs. (Acquia) 
74.  78 percent of consumers report they are more inclined to be loyal to brands that understand them and what they are looking to achieve through interactions with a company. (Acquia) 
75. 54% of consumers report  that they don’t consider themselves loyal to any particular brand. (Acquia)
76. 76 percent of global consumers are more likely to be loyal to a brand that understands them on a personal level. (Acquia)
77. 6% stated that good digital customer service is “very important” when it comes to affecting their brand loyalty. (Conversocial) 
78. Over two thirds (74%) of respondents reported it took “some effort” when resolving issues on digital channels—with 9% stating it took “too much effort.” (Conversocial) 

Stats on the Real Costs of Bad Customer Service

79. Even if people love your company or product, in the U.S. 59% will walk away after several bad experiences, 17% after just one bad experience. (PwC)
80. 32% of all customers would stop doing business with a brand they loved after one bad experience. (PwC)
81. 64% of U.S. consumers and 59% of all consumers feel companies have lost touch with the human element of customer experience. (PwC)
82. 60% of all consumers said they’d stop doing business with a brand if the service they received was not friendly. (PwC)
83. 80% of consumers say they’ve stopped doing business with a company because of a poor experience. (HubSpot) 
84. About half of customers who encountered a poor service experience shifted a portion of their spend from existing to new providers. (Accenture)
85. 77% of consumers agree that inefficient customer service experiences detract from their quality of life. (Oracle) 
86. Poor customer experience is costing businesses more than $75 billion a year. (Vonage) 
87. Customer service interactions are nearly four times more likely to lead to disloyalty than loyalty.  (Gartner) 
88. 52% of customers – including 56% of consumers – say companies are generally impersonal. (Salesforce)
89. Forty percent of customers won’t do business with a company if they can’t use their preferred channels. (Salesforce)
90. Less than a third of organizations say they are effective at engaging customers with the right experiences at the right times through their preferred channels. (Pointillist)
91.  81% of consumers would abandon a purchase due to bad service. (Kustomer)
92. Nearly one-in-three consumers report that it was not easy contacting a business to handle their last customer service issue. (The Northridge Group)
93. 30% of consumers frequently speak with an agent who isn’t friendly or polite. (The Northridge Group)
94. 86% of consumers tell others about a bad experience. (The Northridge Group)
95. Nearly half (49 percent) of consumers say brands they engage with don’t meet their expectations for a good experience. (Acquia)
96. 66% of consumers don’t remember when a brand experience exceeded my expectations. (Acquia) 
97. 60% of consumers have stopped doing business with a brand due to a poor digital customer service experience. (Conversocial) 

Customer Experience Statistics

98.  48% of U.S. consumers point to friendly, welcoming service as uniquely defining success in an industry. (PwC) 
99. Nearly 80% of American consumers point to speed, convenience, knowledgeable help and friendly service as the most important elements of a positive customer experience. (PwC)
100. Only 3% of U.S. consumers, for instance, want their experiences to be as automated as possible. (PwC)
101. 71% of Americans would rather interact with a human than a chatbot or some other automated process. (PwC) 
102. 90% of customers rate an “immediate” response as important or very important when they have a customer service question. (HubSpot)
103. Two-thirds of consumers report that the most frustrating aspect of getting customer service is waiting on hold or having to explain the same information to multiple representatives. (HubSpot)
104. Buyers want their issues resolved in 10 minutes or less. (HubSpot)
105. 68% of consumers said that a pleasant representative was key to their recent positive service experiences. (Amex)
106. 62% of consumers said that a representative’s knowledge or resourcefulness was key. (Amex)
107.  The most frustrating aspects of a bad customer service experience include long hold/wait times, automated systems that make it hard to reach a human agent, having to repeat my information multiple times. (ZenDesk)
108.  The most important aspects of a good customer service experience include: being able to resolve an issue quickly, 24/7 support, friendly support staff. (ZenDesk)
109.  68% of customers are annoyed when their call is transferred between departments. (ZenDesk)
110.  51% of respondents expect a response in under five minutes on the phone, and 28% of respondents expect the same on live chat. (ZenDesk)
111. Customers want companies to keep track of their information if it leads to a better customer experience. (ZenDesk)
112. 76% of survey respondents expect personalization ( engagement over their preferred contact method, account type or status, recommendations based on purchase or search history). (ZenDesk)
113. 67% say they are often asked to repeat their account details on the same call which is irritating. (BT, Cisco)
114. 87% want to be informed when there is a problem with their product or service. (BT, Cisco)
115. More than 75% of respondents expect customer service representatives to have visibility into previous interactions and purchases. (Microsoft)
116. Nearly half of those surveyed said agents almost never or only occasionally have the context they need to most effectively and efficiently solve their issue. (Microsoft)
117. Our survey participants said getting their issue resolved in a single interaction is the most important aspect of a good service experience. (Microsoft) 
118. 79 percent want their issue to be resolved in one interaction and don’t want to be told what channel they should use. (Oracle) 
119. 69 to 83 percent of consumers recognize value and efficiency in modern engagement capabilities. (Oracle)
120. Among customer service organizations with AI, over four-fifths (81%) use it to gather preliminary case information. (Salesforce)
121. Eighty-nine percent of service professionals say partnering with other departments is critical to providing great customer experiences. (Salesforce)
122. 84% of service professionals say a unified view of customer information is key to providing great customer experiences. (Salesforce)
123. Although customers say they prefer certain channels or even a variety of channels, it is resolution, not channel choice, that is paramount to delivering a high-quality service experience. (Gartner) 
124.   78% of customers expect to solve complex issues by speaking to one person. (Salesforce)
125. 56% of customers expect to find whatever they need from a company in three clicks or less. (Salesforce) 
126. 78% of customers expect consistent interactions across departments. (Salesforce)
127. 72% of customers expect all company representatives to have the same information about them. (Salesforce)
128. 96% of consumers told us it is important being able to return to and pick up a customer support conversation where it left off. (Helpshift)
129. Only 19.6% have a centralized and accessible source of customer data that provides unified customer profiles across all sources and channels. (Pointillist)
130. 66% of US online adults said that valuing their time is the most important thing a company can do to provide them with good online customer experience. (Forrester) 
131. Seventy-one percent of consumers believe their problem should be solved immediately upon contacting customer service, but 52% report that they’ve experienced hold times longer than fifteen minutes. (Kustomer)
132. 69% of consumers expect an organization to prioritize their problem if they are upset. (Kustomer)
133.  53% of consumers expect a business to know about them and personalize how they interact. (Kustomer)
134. 76% of consumers expect companies to proactively follow-up and reach out to them if there is a problem. (Kustomer)
135. 50% of consumers have been given contradictory information when contacting customer service. (Kustomer)
136. 43% of consumers still rank the most important aspect of good digital customer experience as getting an issue resolved in a single effortless interaction. (Conversocial)

Customer Preferred Methods of Communication Statistics

137. 17 percent of people between 18 and 24 resolve their issues with a company via social messaging apps. (ZenDesk)
138. Half of customers choose a channel based on how fast they need a response. (ZenDesk)
139. 40 percent of customers choose a channel based on the complexity of their issue. (ZenDesk)
140.  69% of customers want to resolve as many issues as possible on their own. (ZenDesk)
141.  Live channels (phone and chat) are almost 13 times faster than email or online forms. (ZenDesk)
142. By 2022, 20% of customer service will be handled by conversational agents. (ZenDesk)
143. Three in four of us called a contact centre over the last 12 months, making voice calls the most used channel. (BT, Cisco)
144. 53% say agents don’t always know what’s on their website. (BT, Cisco)
145. 80% expect organisations to use AI and automated voice services to answer simple queries from customers. (BT, Cisco)
146. Organisations need to invest in person to person (P2P) phone. (BT, Cisco) 
147. Customers who speak directly with an agent are 27% more satisfied than customers who first reach an IVR system. (CFI Group) 
148. 64% of customers try solving their issue online or through a company app. (CFI Group)
149. Sixty-six percent of service organizations are seeing increased digital case volume. (Salesforce) 
150. 70% of service professionals say their organization can deliver consistent customer experiences on all channels. (Salesforce) 
151. 96% of companies say their primary focus is either adding new channels or integrating those they’ve added in the past. (Gartner) 
152. Although 70% of customers start their resolution journey in self-service, only 9% are wholly contained there. (Gartner) 
153. Most customers are using both live and self-service channels in their attempts to resolve a single issue. (Gartner) 
154. 71% of customers expect companies to communicate with them in real time. (Salesforce) 
155. Millennials and Gen Zers are the most omnichannel generations by far — citing, on average, 51% more channels as “preferred” than the silent and baby boomer generations. (Salesforce) 
156. 55% of customers — including 68% of millennials/Gen Zers — prefer digital channels over traditional ones. (Salesforce)
157. 83% of respondents would make messaging their primary means of contacting customer support if they could be guaranteed an immediate response. (Helpshift)
158. In 2019, 29% of people used social media to get customer service from a company,  down from 38% in 2017. (BT, Cisco)
159. 39% use social media to read other people’s comments about brands, products and services. (BT, Cisco)
160. 59% of consumers have a more favorable view of brands that respond to customer service questions or complaints on social media. (Microsoft)
161. Phone remains the fastest, easiest, and most preferred channel; Consumer preference for online chat is on the rise; Email is on the decline. (The Northridge Group)
162. 64% of consumers say they experience difficulty when trying to navigate websites. (The Northridge Group)
163. Two thirds of consumers report waiting a day or more for a resolution when using social media. (The Northridge Group)
164. By gravitating toward live assisted channels, consumers are demonstrating a preference for human interaction, especially for complex issues. (The Northridge Group)
165. Many consumers report they will make a second contact using a different channel if their issue is not resolved within an hour. (The Northridge Group)
166. 55 percent of consumers agree that brands are behind the times with how they interact with customers, both online and offline. (Acquia) 
167. 78% of U.K. and 65% of U.S. consumers now prefer connecting with brands via digital channels to resolve issues. (Sitel)
168. . For 35% of all consumers (and 42% of Gen Z and millennials), being able to find an answer to a question or resolve an issue for themselves when they encounter a problem with a product or service is a crucial element of the customer experience. (Sitel)
169. 53% of consumers that want a self-service option want it because they believe it is faster than using any other channel and 22% are looking for a service or solution that’s always available, day or night, rather than during typical business hours. (Sitel)
170. Whether the conversation is via email, chat or on the phone, 87% of consumers still feel connecting with a live customer representative is the best way of resolving a critical issue. (Sitel)
171. 54% of customers are less concerned that a human is involved in their digital service interaction, as long as they get a resolution. (Conversocial)
172.  70% of respondents have used a private messaging channel to engage with a brand, but only 39% rated their experience as positive. (Conversocial)

Live Chat Support Statistics

173.  90% of service teams found live chat to be a successful channel for helping customers. However, only 29% of companies say they use it. (HubSpot)
174. 81% think human agents should check the more complicated responses of chatbots. (BT, Cisco)
175. Customers who use chat give higher scores for agents, have higher levels of satisfaction, show greater loyalty, and are more likely to recommend the company. (CFI Group) 
176. Research also revealed a 19% year-over-year drop in the number of consumers who found chatbots annoying. (Helpshift)
177. The proportion of consumers for whom chat-based messaging is the preferred method of contacting customer support for complicated issues has risen by 25% in the past year. (Helpshift) 
178. Unhelpful responses from chatbots continue to be the second biggest annoyance, reported by 35% of consumers in 2019 (a 13% decline since last year). (Helpshift)
179. 53% of consumers say that chatbots improve the customer experience. (Kustomer)
180. 42% of consumers reported that they would be willing to buy a product or service from a chatbot. (Kustomer)
181. Only 40% of companies provide online chat even though it is a basic expectation of consumers. (The Northridge Group)
182. 68% of consumers said chatbots were able to answer their questions more quickly than a human agent could/would. (Sinch) 

Stats on Tech and A.I. in Business

183. Eighty-four percent of customer service organizations using AI have seen improved prioritization of agents’ work. (Salesforce)
184. 68% of service professionals at organizations using AI chatbots say their teams have seen reduced call and email volume. (Salesforce)
185. 53% of service organizations expect to use AI chatbots – a 136% growth rate that foreshadows a big role for the technology in the near future. (Salesforce)
186.  Use of AI by customer service teams is projected to increase by 143% over the next 18 months. (Salesforce) 
187. 51% of agents without AI say they spend most of their time on mundane tasks, versus 34% of agents with AI. (Salesforce)
188. More than half (56%) of service organizations are investigating ways to use artificial intelligence (AI). (Salesforce) 
189. 80% of service decision makers say emerging technology is transforming customers’ expectations of their service organization. (Salesforce) 
190. The average customer now uses 10 different channels to communicate with companies. (Salesforce) 
191. In the near future, channels with the biggest growth will include mobile chat and video support. Over the coming 18 months, the use of voice activated personal assistants like Apple’s Siri or Amazon’s Alexa in customer service will see 152% growth. (Salesforce) 
192. Seventy-five percent of customers expect companies to use new technologies to create better experiences. (Salesforce) 
193. 67% of customers say the way a company uses technology indicates how it operates in general. (Salesforce) 
194. 74% of customers expect companies to use existing technologies in new ways to create better experiences. (Salesforce)
195. 62% of customers are open to the use of AI to improve their experiences — up from 59% in 2018. (Salesforce)
196. 23% of customer service organizations are using AI chatbots, which are often in voice form, and an additional 31% plan to within 18 months. (Salesforce)
197. Issues that agents and bots worked on together resulted in the highest CSAT at 4.40, when averaged across 6 months. This is 7% higher than the average CSAT across all messaging issues, and 1% higher average CSAT than tickets that did not invoke a bot. (Helpshift) 
198. The focus on ease of use for digital channels will continue to drive adoption and preference. (The Northridge Group)
199. 75% of consumers agree that the problem with automated experiences is that they are too impersonal. (Acquia) 
200. When asked if they were comfortable with an entirely non-human customer service interaction, consumers were perfectly divided—50% said yes, and 50% said no. (Conversocial) 

Additional Stats

1. Private messages replied to on messaging channels grew by 58% in 2019 compared to 2018. (Conversocial)
2. Inbound Instagram messages shot up by 27% and WhatsApp messages skyrocketed by 21,906% in 2019. (Conversocial)
3. Over half (56%) of respondents have used messaging channels for customer service or brand engagement. (Conversocial)
4. 71% of customers already expect brands to offer customer support over messaging channels. (Conversocial)
5. 96% of respondents said a good customer experience over messaging channels was at least somewhat important to their brand loyalty. (Conversocial)
6. 71% of consumers would happily use a bot if it improved their customer experience. (Conversocial)
7. The majority (95%) of customers still believe having a human element is important when it comes to CX delivery. (Conversocial)
8. When asked if they are comfortable with an entirely non-human customer service interaction, consumers are almost perfectly divided — 48% said yes, and 52% said no. (Conversocial)
9. Messaging & automation allows agents to handle 5x more conversations concurrently meaning they can provide an answer quicker. (Conversocial)
10. 94% of respondents feel brands should allow for customers to provide feedback on their experience. (Conversocial)

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Sources:

• Pwc https://www.pwc.com/us/en/advisory-services/publications/consumer-intelligence-series/pwc-consumer-intelligence-series-customer-experience.pdf (year, 2018)
• HubSpot https://blog.hubspot.com/service/customer-service-stats (year, 2020)
• HubSpot https://blog.hubspot.com/sales/live-chat-go-to-market-flaw? (year, 2018 | updated 2020)
• Amex https://www.businesswire.com/news/home/20171215005416/en/ (year, 2017)
• Qualtrics https://www.qualtrics.com/xm-institute/roi-of-customer-experience-2020/ (year, 2020)
• Gartner https://emtemp.gcom.cloud/ngw/globalassets/en/marketing/documents/creating-a-high-impact-customer-experience-strategy-gartner-for-marketers-11-22-2019.pdf (year, 2019)
• Adobe https://www.adobe.com/content/dam/www/us/en/offer/digital-trends-2020/digital-trends-2020-full-report.pdf (year, 2020)
• KPMG https://assets.kpmg/content/dam/kpmg/xx/pdf/2020/07/customer-experience-in-the-new-reality.pdf (year, 2020)
• Accenture https://www.accenture.com/_acnmedia/accenture/conversion-assets/dotcom/documents/global/pdf/dualpub_6/accenture-customer-2020-future-ready-reliving-past.pdfla=es-es (year, 2020)
• ZenDesk https://d1eipm3vz40hy0.cloudfront.net/pdf/cxtrends/cx-trends-2020-full-report.pdf (year, 2020)
• BT, Cisco https://www.globalservices.bt.com/en/insights/whitepapers/5-trends-in-customer-experience-for-2020 (2019)
• Microsoft https://info.microsoft.com/rs/157-GQE-382/images/2018StateofGlobalCustomerServiceReport.pdf (2019)
• CFI Group https://cdncom.cfigroup.com/wp-content/uploads/CFI-contact-center-satisfaction-index-2019.pdf (2019)
• HubSpot https://blog.hubspot.com/service/customer-delight?_ga=2.91044890.189017126.1569010855-457193333.1556111594 (2019)
• Oracle http://www.oracle.com/us/dm/seo100703953-ww-gb-wh-ce1-ie1a-ev-4428153.html (2019)
• Gartner https://www.gartner.com/en/customer-service-support/insights/customer-loyalty (2020)
• Gartner https://www.gartner.com/en/customer-service-support/insights/effortless-experience (2020) 
• Forrester https://go.forrester.com/wp-content/uploads/2019/10/Forrester_Predictions-2020.pdf (2020)
• Grandview https://www.grandviewresearch.com/industry-analysis/customer-experience-management-market (2020)
• Salesforce https://www.salesforce.com/form/service-cloud/3rd-state-of-service/?d=7010M000001yv6OQAQ (2019)
• Gartner https://www.gartner.com/en/insights/top-insights/customer-service-2020 (2019)
• Salesforce https://c1.sfdcstatic.com/content/dam/web/en_us/www/assets/pdf/salesforce-state-of-the-connected-customer-report-2019.pdf (2019)
• Helpshift https://go.helpshift.com/State_of_CS_Automation_Report_TY.html (2019)
• Pointillist https://www.pointillist.com/blog/report-customer-journey-management-cx-measurement-2020/ (2020)
• Forrester https://lmistatic.blob.core.windows.net/document-library/boldchat/pdf/en/forrester-2018-customer-service-trends.pdf (2018)
• Kustomer https://www.digitalcommerce360.com/industry-resource/2020-research-what-modern-consumers-expect-from-the-customer-experience/#register (2020)
• The Northridge Group https://www.northridgegroup.com/insight/state-of-customer-service-experience-2019-report/ (2019)
• Acquia https://www.acquia.com/resources/ebooks/closing-cx-gap-customer-experience-trends-report (2019)
• Sitel https://www.sitel.com/white-paper/covid-19-the-cx-impact/ (2020)
• Sinch https://www.sinch.com/insights/resources/mobile-consumer-engagement-2020-2/ (2020)
• Conversocial https://www.verint.com/digital-first-engagement/ (2019)
• Conversocial https://www.verint.com/digital-first-engagement/ (2020)