Global: How important is accessible customer service to consumers?
April 6th, 2022, Janice Fernandes

Global: How important is accessible customer service to consumers?

A recent YouGov survey conducted across 18 markets, asks consumers if they are more likely to shop with a brand if they knew they could get in touch with a customer service agent 24 hours a day. Over two in five global respondents say they are (45%).

Easy access to customer service is a priority for consumers in most markets. Over three in five consumers in India (65%) and UAE (61%) share the opinion. Americans are slightly more likely than global respondents to say that shopping from a brand with a dedicated customer service agent is important to them (46%), while slightly fewer Britons are likely to have the same notion (43%). Denmark is among the markets least likely to be swayed by the constant availability of customer service (16%).

A significant share of the global audience say they’re neither more nor less likely to shop with a brand that offers 24/7 customer service (33%). Individually too, at least a quarter of consumers in each market have the same opinion.

Consumers in Germany (33%), Sweden (36%) and Denmark (38%) are more than twice as likely as the global audience (16%) to disagree that they’re more likely to shop from a brand with ever-present sales service. France and Poland follow, with roughly two in ten consumers saying likewise (20% and 21% respectively).

When broken down by age, consumers who are 25 to 34 years old are most likely to shop with a brand that has a round-the-clock customer service agent (49%). Slightly fewer consumers aged 18-24 and 35-44 years are of the same opinion (46% each). The percentage drops steadily with the older consumers: 45-54 (43%) and 55+ (42%).

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Methodology: The data is based on the interviews of adults aged 18 and over in 18 markets with sample sizes varying between 513 and 2,007 for each market. All interviews were conducted online in February 2022. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples.