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Customer service is no longer just a cost center—it’s a core part of your business offering. Eighty percent of consumers now consider a company’s customer experience (CX) to be as important as the products or services it sells.

What defines a high-quality experience? Zendesk’s “Customer Experience Trends Report 2020” found that customers continue to cite fast responses and resolutions as their top service priorities. They also increasingly crave a humanized experience. According to PwC, 82% of U.S. and 74% of non-U.S. consumers say they want to interact with humans more as technology improves, not less.

Your ability to provide fast yet human service can make or break customer relationships. Every negative interaction is a potential deal-breaker. Nearly 50% of customers say they would switch to a competitor after only one bad experience, and that number jumps to 80% in the case of more than one bad experience.