What kind of service do customers expect?

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This question will be answered by a study conducted by Microsoft.

In this survey, respondents were asked about the most important feature that should characterize good customer service.

The results show that as many as one in three respondents expect to meet a friendly and understanding brand representative on the other side. Almost as many, as many as 32% of respondents believe that it is crucial for them to solve the problem at first contact.

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Source: Microsoft, 2021

In addition, consumers expect not to have to repeat themselves and to get all the information they need without having to contact support directly.

You can treat all this knowledge as clear guidelines for what good customer service is, and therefore what your brand's customer service should look like. This is very important, because deficiencies in these aspects (especially the first two) can lead to serious consequences.

Which ones specifically? Let's check.