Product and pricing still matter, but service is what sets great companies apart in 2025.
Front’s latest research reveals that customers don’t just notice your support, they define your brand by it. They’re rewarding fast, helpful, human support. And they’re walking away after just a few bad interactions.
These 25 essential stats from the State of Service Expectations report will help every support leader stay ahead of the curve and ahead of the competition.
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.
🔥 Customer expectations are rising fast
80% of customers say service shapes their overall brand perception.
78% say they’re more loyal to brands when they trust the service.
59% will leave a brand (or encourage others to) after three or fewer bad experiences.
33% of customers expect a response in 2 hours or less — no matter the industry.
55% feel more loyal to brands that respond quickly and attentively.
🧠 What customers value most in service
Speed, accuracy, and efficient resolution are the top 3 qualities customers care about.
Self-service options matter just as much to B2B and B2C customers — both at 47%.
60% of customers are willing to pay more for faster response times.
SaaS users lead the pack: 68% would pay more for faster replies.
49% of customers stay loyal to brands with accurate, knowledgeable solutions.
📞 Channels that delight or frustrate
Account managers are considered the most efficient support channel (36%).
Contact forms are the most frustrating (24%) and time-consuming (33%).
🤖 The truth about AI in customer support
71% of customers wish they could resolve issues without speaking to a human.
82% of frequent AI users (Adopters) believe it can improve customer service.
Yet 80% say AI struggles to solve problems the first time.
70% say brands make it too hard to reach a human when AI is involved.
64% find it deceptive when companies don’t disclose how AI is used.
🧩 The AI-human balance
67% trust human support more than AI — but 68% believe AI should act more human.
Only 26% of companies have advanced beyond AI proof-of-concepts to real value.
Top customer “must-haves” from AI: Privacy (78%) and strong problem-solving (72%).
🎯 Personalization: powerful, but risky
56% expect personalization without needing to share extra data.
40% have privacy concerns with excessive personalization.
31% are more loyal to brands that personalize based on past interactions.
💡 Why great support drives loyalty
67% of B2B buyers would pay more for exceptional customer support.
44% of customers return to brands that listen and improve from feedback.
Want more insights like this? Download the full State of Service Expectations report
Written by Sara Shaughnessy
Originally Published: 12 June 2025