What your customers wish you knew: Insights from the state of service expectations

You’ve heard it said that the customer is always right. Well, today’s customers are completely in charge. They’ve got all the options, and whether they’re choosing a logistics broker who can coordinate seamless transportation or customer service software with a highly responsive and proactive support team, they’re making smart decisions.

But getting a customer’s business is only the first step. Creating loyal customers often proves to be even harder. And, in a competitive market, just a few mistakes will send customers packing. Our latest research, “The State of Service Expectations,” reveals that 59% of customers will churn — or advocate for their teams to do so — after three or fewer negative experiences.

So, what does it take to win customers and keep them coming back? At Front, we set out to uncover the changing landscape of customer expectations. We surveyed 4,500 desk workers to understand what drives their loyalty – and what pushes them away – from the tools and services they rely on.

This report is designed to help you understand the service qualities that matter most to your customers – and how to meet them where they are.

Here are a few key takeaways:

• Speed and efficiency reign supreme: Customers demand fast responses and seamless resolutions. In fact, fast response times were the most cited quality of great support in both B2B and B2C interactions.

• Human where it counts, AI where it helps: While customers are embracing AI for efficiency, the human touch remains essential. It’s all about finding the right balance.

• Exceptional service drives revenue: Customers are willing to pay a premium for outstanding service, highlighting its direct impact on the bottom line.

research: The state of service expectations

We surveyed 4,500 desk workers to find out what they really want from customer service, AI-powered support, and more.

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The need for speed (and accuracy)

Fast replies are no longer just meant for B2C customer service. Quick responses are just as high in demand for B2B customer interactions. But they not only want responsiveness, they also want their inquiries resolved as easily as possible.

One-third of customers expect to hear back on their inquiry in 2 hours or less, regardless of the service or application they need help with. That means customers aren’t just looking for quick answers; they want efficient solutions. Omnichannel support is becoming increasingly important, empowering customers to get help when and how they need it.

“Even with the way that AI is shaping service delivery today, customer’s non-negotiables haven’t changed,” says Neal Travis, head of customer experience at Academy to Innovate HR. “They want accessible, accurate, and effective support. AI can make or break that experience. It’s non-negotiable for service leaders to understand our customers and their goals first.”

AI where it helps. Human where it counts.

AI should be used strategically to augment, not replace, customer service teams. Customers still value human connection and often turn to humans first when they want high-quality service. Our research identified an interesting paradox: customers have high hopes of AI for self-serve (like chatbots) while also finding it challenging to escalate to a human when needed. 

70% of customers believe it’s too hard to reach a human agent. While AI offers incredible potential, customers still crave human interaction, especially for complex issues. The key is transparency and a smooth handoff between AI and human agents.

“To be successful with AI, Support leaders should continuously invest in boosting AI resolution rates,” says Kevin Yang, Head of AI at Front. “As AI masters simple inquiries, customer trust in self-service grows. Human experts will remain essential for complex cases and AI oversight.”

Exceptional service can produce real revenue

Customers think service is high-quality when they feel seen and heard. That means customer feedback needs to turn into action. Customers recognize when brands prioritize their customer service because it could be a dealbreaker if it’s not.

67% would pay more for exceptional customer support. Exceptional customer service isn’t a cost center at all; it’s a revenue driver. Investing in customer service translates directly to increased customer loyalty and willingness to spend.

“Loyalty doesn’t need gimmicks,” says Mercer Smith, VP at PartnerHero and author of CXOXO. “Offer respect, a listening ear, and a promise you’ll show up. Customers will return that favor tenfold.”

Don’t just meet customer expectations. Exceed them.

In a world where customer expectations are constantly evolving, staying ahead of the curve is crucial. This report provides the insights you need to build a customer service strategy that not only meets but exceeds those expectations.

Ready to learn more? 

Download your free copy of the full report today!

And join our upcoming webinar featuring Mercer Smith, Neal Travis, and Kenji Hayward to learn how to put these insights into action.