Customer Service Satisfaction across the Globe

The first thing that comes to mind when you hear the words “customer service” is something bad because social media has made itself a portal for rants and feedback to bad customer service.

Apparently, this could all be prevented if from the beginning, no discomfort was experienced by the customer. This is where customer service satisfaction comes in. It is used by businesses to measure their customers’ satisfaction from their product or services. But, what’s really the importance of customer service?

Whenever a customer encounters a certain type of discomfort, the customer service representative (e.g. waiter, call center agent) should address the issue and come up with a solution. However, there’s no concrete definition of customer service in the industry, and it really differs across the globe.

In the United States, they have the “customer is always right” attitude. On the other hand, some European countries see their customers as invisible. And lastly, in Asia, they make sure that their customers feel right at the very first try. When bumped with dissatisfaction, they usually counter this by giving more than what is expected like a bonus. In other countries, they ask for the help of customer service support companies to better deal with these kinds of situation.

In the infographic below, see which countries have the highest customer satisfaction, which industries handle customer service very well, and the reasons they are great at it.


Global Customer Satisfaction by the Numbers

According to Zendesk’s Benchmark Report in Q2 of 2015, the global customer satisfaction is at 94.94%. It experienced a drop of 0.06% points when compared from Q1 of the same year.


Most Improved Countries by Customer Satisfaction

The countries below have addressed their shortcomings and entered Q2 with better results.

1. Turkey – 3.3% increase

From 70.4% (Q1) to 73.8% (Q2)

2. Thailand – 3.0% increase

From 86.5% (Q1) to 89.5% (Q2)

3. Chile – 3.0% increase

From 84.5% (Q1) to 87.5% (Q2)


Countries in a Customer Satisfaction Slump

Although these countries have a fairly high customer service satisfaction rating, a drop in the percentile points is a wake-up call they shouldn’t ignore.

1. Indonesia –  3.8% decrease

From 83.8% (Q1) to 80.0% (Q2)

2. Vietnam – 2.6% decrease

From 86.0% (Q1) to 83.4% (Q2)

3. India – 2.3% decrease

From 85.7% (Q1) to 83.4% (Q2


Most Improved Industries by Customer Satisfaction

The following industries have adjusted quickly to the customer service satisfaction trend, and tweaked their company’s processes in this aspect.

1. Travel – 3.1% increase

From 89.1% (Q1) to 92.2% (Q2)

2. Marketing & Advertising – 1.3% increase

From 93.7% (Q1) to 95.0% (Q2)

3. Media & Telecommunications – 0.8% increase

From 90.5% (Q1) to 91.8% (Q2)


Industries in a Customer Satisfaction Slump

At first look, these are minimal decreases in their customer satisfaction. However, they should evaluate their current customer service and save it from experiencing further drops.

1. Social Media – 1% decrease

From 85.6% (Q1) to 84.6% (Q2)

2. Manufacturing & Computer Hardware – 0.9% decrease

From 94.8% (Q1) to 93.9% (Q2)

3. Real Estate – 0.8% decrease

From 94.7% (Q1) to 93.9% (Q2)


Top 10 Countries for Customer Satisfaction

Belgium leads the pack at 97.8%. It is also noteworthy to look at the breakeven customer service performance of UK and Australia. Interestingly, according to the World Happiness Report in 2015, customer satisfaction is somehow linked to that countries’ overall happy disposition where Belgium also ranks first.

  1. USA – 95.6%
  2. Canada – 95.8%
  3. UK – 96.2%
  4. China – 80.3%
  5. India – 83.4%
  6. New Zealand – 96.3%
  7. Australia – 95.5%
  8. Belgium – 97.8%
  9. United Arab Emirates – 94.1%
  10. Japan – 92.0%


What Are These Countries Doing Right?

1. They solve issues quickly.

Customers like their problems to be resolved right away. 71% of them said that the solution should come up in the first five minutes of their interaction with the customer service representative.

2. They have a 24/7 helpdesk in every channel possible.

The customers encounter problems at any given time. Opening channels for them to ask for help like phone, social media, or email will give them the impression of your company.

3. They give specific solutions based on customer data.

With the data available from the Internet, there’s no excuse for your solutions not to be tailor-fit to their problems. Besides, 86% of the customers are willing to pay more for better customer service.

So, why should you invest in your company’s customer service? Based on various surveys sourced by Finances Online, customer experience is expected to replace price and product as the key brand differentiator for customers. Moreover, you’ll be surprised that 70% of the customers attribute the feedback to their experience based on how they were handled during their buying process.



In the hype of products and service being personalized to the buyer or user, customer service should also step up its game. Building great relationships will show a better return on investment than simply treating your customers as consumers of what you have. Assisting them in every step of their buyer’s journey is greatly appreciated by the customers. They will surely be satisfied and would likely do another transaction with you.

It doesn’t hurt to take an extra step in knowing your customers. Giving a satisfying customer service will play an important role in your company’s longevity in the industry.