Agent Motivation

Top 4 Customer Service Trends for 2022 (New Data)

Wondering what the top drivers of customer sentiment, purchase decisions, customer reviews, customer satisfaction and customer experience will be in 2022? Stella Connect by Medallia commissioned a research study of more than 2,100 consumers in the US and UK to learn more about what customers expect from customer service teams and how brands can improve the customer service experience in the new year. 

Keep reading to find out the four biggest customer service trends for 2022. 

Top Customer Service Trends for 2022 You Need to Know

Customer service data is essential for improving both processes and performance, and here are key insights you can use to achieve success over the coming months.

#1: Customer Loyalty Is Getting Hard to Earn and Even Harder to Maintain 

The margin for error, or for delivering less than stellar experiences, is shrinking. In 2020, we found that only one third of consumers (33%) said they’d switched to a competitor after only one negative customer service experience with a business. Today that number has jumped dramatically, with 53% of consumers saying they have switched brands due to just one poor customer experience.

60% of consumers across the US and UK say that they will stop buying from a brand after a poor customer service experience

53% of consumers say they have switched brands due to a poor customer experience

67% of US and UK shoppers say they would stop doing business with a brand after only 2-3 poor customer service interactions

Source: 2021 Stella Connect by Medallia survey of 2,100 consumers in the US and UK


According to our survey, 67% of consumers across the US and UK report that it would only take 2-3 poor customer service interactions for them to stop doing business with a company.

#2: Time Is Money for You—and Your Customers

Customer patience is a finite resource. That’s why top customer service metrics like customer effort score and average first response time and average handle time shouldn’t be overlooked. Our study found that both US and UK consumers rank response time as the factor that matters the most to them when interacting with customer service.

What matters the most when contacting customer service?

#1: Response time

#2: Agent knowledge about products and services

#3: Overall time and effort needed to resolve an issue

#4: Personalized communication and resolution

#5: Agent tone and communication style

Source: 2021 Stella Connect by Medallia survey of 2,100 consumers in the US and UK


And customers don’t want to wait on hold. About one third of US (35%) and UK consumers (just under 3 in 10) say they would only be willing to wait up to 5 minutes for a response from customer service.

ONLY 35% of US consumers say they’d only wait up to 5 minutes for a customer service response

ONLY 14% of US and UK consumers say they’re willing to wait up to 15 minutes

ONLY 6% of UK consumers say they’re willing to wait more than 15 minutes

Source: 2021 Stella Connect by Medallia survey of 2,100 consumers in the US and UK


We’ve long believed that
first-call resolution rate (FCR) is one of the most important customer service KPIs, and our latest findings back that up. According to our survey, 22% of customers—23% in the US and 21% in the UK—wouldn’t be willing to follow up with a brand again if they don’t solve their issue the first time. Not only that, these 22% say that after not having their issue resolved on the first attempt, they’d also leave a negative review about the company or switch to the competition. 

Poor FCR rates not only have the potential to cut into revenue by turning existing customers away, the more times a customer contacts your team, the more money you spend on the same customer instead of helping others, driving up costs and driving down value.

#3: Customer Service Is a Top Influence on Customer Purchase Decisions

Customer service is no longer a post-purchase consideration for modern customers. Nearly all—95%—of our survey respondents say they consider customer service as “somewhat of a factor” or “a major factor” when it comes to deciding where they’re going to spend their money. 

95% of consumers across the US and UK say customer service is a major factor/somewhat of a factor when making a purchase from a brand

Source: 2021 Stella Connect by Medallia survey of 2,100 consumers in the US and UK

#4: Customers Want to Be Loyal and Don’t Want to Have to Switch Brands

Customers may be more willing to cut ties than they were in previous years, but that doesn’t mean they want to. Customers want brands to ask for their feedback, and put it to use to solve their problems.

97% of consumers across the US and UK say that they would continue to do business with brands that turn poor experiences into positive ones by solving their problems immediately

88% of consumers are more likely to leave feedback if they know doing so would help the customer service agent improve the customer experience 

84% of US and UK consumers say that when customer service solves a problem for them, they feel more emotionally connected to the brand

Source: 2021 Stella Connect by Medallia survey of 2,100 consumers in the US and UK


The vast majority of our survey takers (97%) say they would be willing to keep doing business with a brand even after a negative customer experience, if the company is able to turn a poor outcome into a positive one. 

Not only that, our research indicates that service recovery efforts can boost brand loyalty—84% of US and UK consumers say that when customer service provides a solution, they feel a stronger connection to the brand. 

Discover More Top Customer Service Trends for 2022 

For even more 2022 customer service trends your team should be prepared for, check out our full report: Customer Service Trends for 2022: Preparing for the Future of Customer Service. Inside you’ll find insights on changes you can expect to see when it comes to customer behavior, preferences, loyalty, reviews, and more.

Customer Service Trends for 2022