The U.S. Falls Behind Developing Countries In Customer Support Satisfaction Report

The following article was prepared by Sebastian Lambert, CEO of FinancesOnline and an expert in the field of SaaS & B2B solutions. Analysis presented below is a result of his extensive research into live chat and customer service market and meticulous consultations with industry leaders.


You would think that American businesses had it sorted out when it comes to meeting customer needs given their global dominance in business and technology. However, recent industry studies showed a surprising twist: the U.S. lags behind a number of developing countries when it comes to making customers happy via live chat. Conducted independently by leading gatekeepers of customer service insights throughout 2017 and 2018, the studies showed the U.S. is not only behind mature markets like the U.K., Canada, Singapore, Australia and a handful of European countries; it is also behind emerging markets like Mexico, Malaysia, Brazil, and the Philippines.

  • At best, American customer satisfaction rating is fourth worldwide with 87.58%, based on the 2018 LiveChat Customer Service Report, behind Brazil’s 88.34% and the Philippines’ 89.02%.
  • The U.S. even further down the satisfaction ladder according to other studies from Comm100 and the Zendesk Benchmark.
  • American response times are really slow. Live chat response time for the U.S (40 seconds) is three times as long as for Turkey (13 seconds).
  • Americans are impatient. Only 15% of Americans consider waiting more than 3 minutes to chat with a representative to still be excellent service (compared to 25% of Germans and Japanese).
  • Americans are the least likely nationality to lie in order to get the customer service they want, with 78% declaring they’d never do that and only 1% admitting they often do it.

But the rankings don’t give us a full picture of the U.S. companies’ performance in live chat service. The context might be found elsewhere, in other studies, whose results we have analyzed and visualized in an insightful infographic: 2018 Live Chat Customer Satisfaction Report.


One can posit a number of theories from these studies, and the culprit isn’t always the business, but, tellingly, the American customer may be simply of a different mold. Still, it behooves American companies to learn from their counterparts how live chat can bring them closer to their customers.

Check out our infographic for more surprising details and data on the state of live chat customer satisfaction in 2018.

How Live Chat Became The Most Important Customer Service Channel

The use of instant communication in customer service was tracked by Forrester beginning 2012, highlighting its phenomenal rise from being a novel customer support channel back then, to one of the most preferred ways to get in touch with businesses today. It is no coincidence that live chat’s growth in customer service moved parallel with the mainstreaming of social messenger apps, foremost, the number of Facebook Messenger users growing from 500M to 1.2B last year. Many of your customers are likely in those numbers.

This said, vendors quickly picked up the shift in clients’ preference for customer support. The global live chat software market is projected to grow at a +7% CAGR from 2018 to 2022, one of the steadiest in the SaaS industry. You can, in fact, find the leading vendors in our list of best live chat solutions.

Can Live Chat Increase Your Customer Service ROI?

Two of the top live chat vendors shared with us their client’s case studies on live chat customer service ROI. It is interesting to include their findings in the infographic because, while the industry studies give us the big picture, the case studies give us a feel of the ground.

Freshchat case study painted a before-and-after scenario, how an e-commerce company gained significant progress after implementing live chat. The metrics used include campaign replies, reply rate, chat-to-conversion rate and missed chats. You can see all the details for each metric in our customer service infographic. Of course, the best way to validate the findings is to try Freshchat yourself and apply it to your own sampling. You can easily sign up for Freshchat free trial here.

Are Small Businesses Really Better At Customer Service?

Meanwhile, LiveChat discovered something that will disprove the idea that live chat is for small business. It is an eye-opener for big companies, too, that haven’t incorporated live chat in their customer service network yet. The study busted the myth that small businesses, which supposedly are intimate with their customers, are better at live chat management. Well, the opposite is true, based on the LiveChat case study. The newfound truth should eliminate doubts among big businesses that think live chat is logistically difficult for enterprise customer service. If you’re wondering what else LiveChat has to offer you may want to sign up for LiveChat free trial here and see if your business gets similar results.

Should your company invest in a live chat?

Live chat as part of your customer support mix does bring in positive results, among which more repeat customers and higher retention rate, as shown in the infographic. The best part is, compared with other business applications, live chat apps cost nothing when compared to the potential ROI. In fact, the top apps in our live chat software category will only set you back by no more than $20 per month, something you can quickly recover from closing a deal or two.

If you’re thinking whether you should start offering live chat support, the data in the infographic above should convince you. For those who are already using live chat, there are data-driven truths to be learned here, one that can propel your bottom line to new heights.

What do you think are the reasons behind
US poor performance in customer service?
Let us know in the comments!


Category: B2B News

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