4 Customer Satisfaction KPI Trends Shaping Customer Service in 2024

customer kpi



As you look ahead to 2024, several key consumer trends are poised to heavily influence the customer service landscape. Understanding and adapting to these trends will be critical for businesses looking to drive the customer satisfaction KPIs that matter most, like Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), and Customer Effort Score (CES).


Qualtrics’ 2024 Global Consumer Trends Report, based on a survey of over 28,000 consumers, sheds light on the 4 pivotal areas customer experience (CX) leaders must prioritize in the coming year to boost those customer satisfaction KPIs. Let’s dive in.


Trend 1: AI Must Be Human-Centric to Move the Needle on KPIs


Artificial intelligence (AI) is one of the hottest CX topics heading into 2024, but consumers are split on it. 48% say they’re comfortable interacting with AI, with top concerns being lack of human connection, poor interaction quality, and potential job loss.


To alleviate these fears and see AI meaningfully impact customer satisfaction KPIs, CX leaders must take a human-centric approach. Rather than fully replacing agent interactions, AI should be leveraged to enhance the speed, efficiency, and effectiveness of human-delivered service. With thoughtful implementation focused on customer benefits, AI can become a powerful tool for improving KPIs like NPS and CES.


Trend 2: Amazing Service, Not Price, Drives KPIs


CX quality is becoming more influential than price on customer satisfaction KPIs. Qualtrics found product quality and service ranked as the top two purchase drivers, ahead of low prices.


In an economic downturn, it’s tempting for companies to compete on cost. But to truly move the needle on critical KPIs like NPS (which measures loyalty) and CSAT, 2024 must be about doubling down on standout service. Empowering frontline agents with the tools, insights, and training to build genuine customer connections will pay long-term dividends in repeat business and evangelism.


Trend 3: Digital Support Experience Make or Break KPIs


In analyzing consumer satisfaction across touchpoints, Qualtrics uncovered a glaring weak spot: digital support, with only 64% satisfaction. However, this also presents immense upside, with customers 2.7x more likely to return after a positive digital support interaction.


To seize this opportunity and elevate digital experience KPIs like CSAT and CES, CX leaders need to give digital support equal strategic importance to acquisition channels. Eliminating friction, infusing personalization, and enabling seamless escalation to human support when needed can transform digital service from liability to loyalty-driver.


Trend 4: Evolving Feedback Blindspots Put KPIs at Risk


Two-thirds of consumers now say they won’t tell a company directly about a negative experience. Instead, they vote with their wallets, with 1 in 2 reducing or stopping spend after a poor interaction. This shift puts massive revenue – and KPIs – in jeopardy if companies aren’t proactively seeking feedback across emerging channels.


To keep a real-time pulse on customer satisfaction KPIs in 2024, CX leaders must modernize Voice of the Customer (VoC) programs to meet customers where they are – whether that’s social media, review sites, or service calls. Leveraging AI and text analytics to synthesize unstructured feedback will provide a treasure trove of KPI-improving insights.


The Takeaway:


2024’s consumer trends demand that CX leaders reimagine their customer satisfaction KPI strategies. Whether it’s making AI more human, prioritizing service over price, elevating digital support, or uncovering hidden feedback, those who adapt will be primed to bolster NPS, CSAT, CES, and more.


Even in an uncertain economy, an unrelenting commitment to understanding customers’ evolving expectations and delivering personalized, empathetic experiences is the surest path to KPI success. Equipped with these insights, CX leaders can confidently chart a course to customer satisfaction in 2024 and beyond.


Why You Should Make Ethos Support Your CX Partner


High turnover severely impacts the effectiveness of your CX operations. It leads to inconsistent service, constant hiring and training, and higher costs. Solving the attrition problem is key to delivering the world-class customer experiences you strive for. That’s where Ethos Support comes in.


Ethos Support Has The Lowest Attrition Rate in the Outsourcing Industry

Ethos Support was founded in 2021 with one primary objective: reducing agent attrition to an unheard-of level in the BPO industry. Our leadership team, with over 50 years of combined CX outsourcing experience for major brands, knew that cracking the code on employee retention was critical to our clients’ success.

And we did it: Ethos Support finished 2023 with an astonishing 5% attrition rate, 86% lower than the industry average.

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