Customer satisfaction scores up globally with more consumers turning to self-service via mobile

Customer satisfaction has improved worldwide

Customer satisfaction is on the rise globally after more than a year in decline with UK customer satisfaction rates up to 87 per cent, ranking sixth in the global top 10 according to research from Zendesk.

The survey, based on interactions between 16,000 participating companies and their customers, found that self-service amongst customers is on the rise with one in every four people helping themselves on forums and communities submitting a request. Mobile was found to be a key driver for helping customers self-serve before resorting to contacting companies directly. In the past year, the percentage of customers accessing self-service content via mobile increased by 50 per cent.

“The mobile consumer expects to find information with just a few swipes of a touch screen. Companies are moving quickly to offer customer self-service that’s just as good on a four-inch screen as it is on a big screen,” remarked Matt Price, VP and general manager EMEA at Zendesk.

With the average customer satisfaction rate now reach 81 per cent – a rise of three per cent since last quarter – worldwide customer satisfaction is at its highest level since Q1 2012. Industries with historically poor ratings such as financial and insurance services also saw recent gains as global consumer confidence has improved.

Price added: “In the UK as well as globally, a majority of industries are seeing a rise in customer satisfaction. Interestingly, this coincides with news this week on the first signs of recovery for the UK economy.”

The best industries for customer satisfaction were education, IT services and property with scores of 95 per cent, 95 per cent and 94 per cent respectively. Social media, media and telecommunications, and entertainment and gaming had the worst satisfaction scores with 64 per cent, 73 per cent and 76 per cent respectively.

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