Survey of 6,400+ Consumers Reveals Tier One Calls No Longer Exist

PRESS RELEASE: Brands are nearly 50 percent more likely to lose a consumer after an unsatisfying and difficult customer experience, according to the CX (Customer Experience) Metrics & Omnichannel Trends Report released by Convergys. The research reveals the methods companies can use to build and expand brand loyalty based on consumer feedback from their most recent customer service experiences.

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“This research comes at a very important time of year – the holiday returns season – when customers turn to service representatives for assistance with their holiday gifts,” said Kathy Juve, Chief Marketing Officer of Convergys. “Consumers have questions about how to operate their gifts or may discover that they are not a fit for their lifestyle. As such, they will look to customer service representatives to answer questions and make returns. Companies must ensure they have knowledgeable and experienced team members available for these complex customer needs that start with a direct call.”

Customer loyalty and satisfaction have never been higher – in fact, nearly three-quarters (74 percent) of consumers surveyed said their most recent interaction was satisfactory, compared to 71 percent in 2014. Yet, frustrations are on the rise as more customer service channels become available to customers. With 44 percent of customers using self-service for easy issues and with 27 percent preferring to go directly to an agent, it’s getting clearer: the need for simple, “tier one” calls no longer exists in today’s customer service environment.

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Research methodology

Research findings are based on a survey that was distributed to 6,408 U.S. consumers ages 18-74 years in June 2016. Through an online research panel, consumers were asked about their recent experiences with customer service companies and providers. In order to qualify, survey respondents must have had at least one interaction with a qualifying industry in the six months prior to the fielding period. Qualifying industries include banks, retailers, credit cards, technology businesses, mobile phones, healthcare companies, cable/satellite organizations and internet service providers. The data was weighted for age and gender based on 2010 U.S. Census Bureau data.