Can You Measure Customer Happiness?

The way brands engage with customers in today’s interconnected world is constantly changing. Tied to this constant change is the evolution of customer experience.  

Over the years, the industry has become better at understanding and implementing measures to enhance customer experience. But there is still a lot more to be done.

While a lot of experiments and ideas are being worked upon in the customer experience world, this is also the right time to reflect and assess where we presently are and what the future holds for us.

What actions make customers happy? What exactly qualifies as good customer experience? Is there data to show what makes some brands tick? Happiness is an esoteric term — can one really get down to the nuts and bolts of customer experience and happiness?

We set upon this journey and after scourging through 182 million tickets from 5000 companies, across 99 countries, we think we can say, yes, we can measure happiness.


AI is Here to Stay

According to our research, the stage is set for artificial intelligence (AI) to create ripples. AI is helping businesses of all sizes unlock better customer experience by automating some functions. Data shows that companies that have adopted bots into their support strategy have begun to reap the benefits. Their CSAT is at par with overall benchmark at 79%. The average first response time is down by six hours.

While AI is beginning to show results, it is by no means going to replace humans. AI is, at best, an aid. It can be trained to be a great gatekeeper and can handle L1 tickets including setting appointments/demos, managing service status enquiries, or troubleshooting technical details. The handling of these tasks will free up time for human agents. The complex tasks, which require a deep level of understanding and tact will be solved by the human agents. This AI and human agent combination will be the perfect concoction for a great customer experience. Industries like retail, business services and IT/Software are already gung-ho when it comes to bots.

Self Service to the Rescue


Another trend that caught our eye was self service. With the number of tickets on the rise, a lot of companies are working on enabling customers to do self service. It makes sense to invest time and money into this exercise as it reduces the number of tickets that your support team has to deal with. Customers expect on-demand customer service. We’ve noticed that all key customer happiness metrics are better for companies who have adopted self service into their support strategy.

Numbers that Matter


While emerging trends like AI and self service have got their due recognition in our report, the age old metrics have been covered too. The average CSAT is at 79%. The CSAT is crucial as it indicates how satisfied your customers are with your support. It is the benchmark for loyalty and brand advocacy. We’ve got a host of other crucial metrics in our report too.


While bots are at the cutting edge of customer experience technology, our research highlights that the good old reliable email is still ruling the roost. Believe it or not, emails still have the biggest share of the ticket volume at 66.1% and social media has the smallest share at just 1.7%.


We’ve also done a deep dive into industries. Did you know that contrary to belief, IT/Software industry takes the longest time to resolve customer queries? The industry has an average resolution time of 31.8 hours.


While it is relatively easier to segregate industries and detect trends, it is a whole another game to do the same with countries, because culture plays a huge role in customer experience. Each country comes with its unique set of cultural challenges. For example, China is slow to respond and resolve customer requests. China’s average first response time is at 43.9 hours and their average resolution time is 208 hours, they have managed to adhere to the resolution SLAs by 86.3%.

These numbers are just a sneak peek, we have got a lot more covered in our extensive customer happiness benchmark report 2019. Plunge in!

Download the benchmark report