What Customers Really Want Out of Customer Service

The internet has provided customers with a wealth of information about the companies they buy from. Armed with data, customers can demand more from companies or go elsewhere when they are not satisfied. As today’s consumer becomes more empowered, customer service strategies must evolve to meet their rising expectations.


A 2015 B2B Buyers Survey report found that more than 50% of consumers use Facebook1, Twitter1, and LinkedIn1 to communicate with organizations. The immediacy of these platforms has aff­ected customers’ expectations around acceptable response times, but many businesses neglect this fact. Software companies can set themselves apart by setting up social media monitoring tools to catch customer concerns while having a dedicated social media response team that replies to concerns in a timely fashion.


73% of customers say that valuing their time is the most important thing companies can do to provide them with good customer service


58% of customers who tweet about a bad experience never receive a response


35 questions per hour are asked and ignored on social media in the software industry


According to Forrester, an increased emphasis on speed in customer service means that consumers will look for options to quickly solve problems on their own by leveraging self-service channels. Having a comprehensive knowledge base where users can easily find the answers to their questions is an important component of any software company’s customer service strategy.


67% of customers said that they prefer self-service over speaking to a company representative


The total use of web self-service was 76% in 2014, up from 67% in 2012


The use of online forums jumped over 25% from 31% to 56% from 2012 to 2015


Increased accessibility to consumer data allows organizations to better understand their customers, giving organizations the opportunity to personalize their customer service strategy for each customer.


Personalization of customer service can reduce customer support costs by 25%


By 2020 responding to customers immediately won’t be fast enough. Companies will be using big data and predictive analytics to anticipate and address support issues before they arise


Only 10% of companies are currently incorporating data analytics into their customer service strategy

The internet and social media have raised the standards for customer service. In order to keep up with expectations, companies must leverage these tools to provide a customer service experience that is as painless as possible.

Sources: TechTarget.com, Squarespace.com, Forrester.com, Forrester.com, Shopify.com, SocialBakers.com, ZenDesk.com, ComputerWeekly.com, Forbes.com, ComputersWeekly.com, Forbes.com, ComputersWeekly.com, Forrester.com, Forrester.com

1The discussion of specific companies in this document is not an endorsement of nor does it suggest an affiliation with these companies.

Vista Equity Partners Management, LLC (“Vista”) is an SEC registered adviser. This document is intended to provide general information regarding Vista’s private equity investing expertise and not for the purpose of soliciting investors for any Vista Fund. Under no circumstances should the information provided be considered an offer to sell, or a solicitation to buy, any security. Such offer or solicitation may only be made to accredited investors and qualified purchasers pursuant to the current offering documents of the relevant Vista Fund. The information provided is strictly confidential and may not be reproduced or disseminated to any third parties without the written consent of Vista. The past performance of previous Vista Funds and portfolio companies is not necessarily indicative of future results. Investors in Vista Funds may lose investment capital. There can be no assurance that any future Vista Funds or portfolio companies will achieve comparable results. ©2018 Vista

Download PDF


Stay Up To Date On The Latest Vista Insights