68% of South African organisations view customer service as a revenue generator while 42% of country organisations have c-level representation for customer service as the role takes on strategic importance amid economic uncertainty. This is according to the fifth edition of Salesforce’s State of Service report.
The report shares insights from over 8000 professionals across 36 counties – including 250 from South Africa – on how customer service organisations’ priorities, challenges, success measures and strategies are shifting amid digital-first customer expectations and economic headwinds.
Key insights of this year’s State of Service report include:
Economic uncertainty prompts a focus on efficiency. As inflation takes hold and rate hikes dominate headlines, customer service teams are leaning into new success measures and technologies that promote productivity and efficiency. 75% of service organisations in South Africa use workflow and process automation.
Digital-first customer service continues to rise. Customer migration to digital channels took off during the pandemic, and shows no signs of slowing. 64% of service organisations in South Africa offer video support, and 71% offer live chat.
The ‘Great Resignation’ prompts a focus on employee experience. With high turnover rates, service organisations are offering perks like remote work and improved career development opportunities. Service organisations in South Africa experienced an average turnover rate of 28% over the past year.
Customer service continues to expand beyond the contact centre. Field service is now table stakes beyond its original domain in industries such as energy and utilities. 86% of service organisations with field operations in South Africa say it’s critical to scaling their business.
‘Customer service is on the forefront of shifts to digital-first customer engagement,’ said Brian Solis, Salesforce Global Innovation Evangelist. ‘As economic uncertainty prompts customers and businesses to reevaluate their priorities and investments, it will be all the more critical for leaders to take stock of how their capabilities, success metrics and strategies reinforce customer service’s position as a revenue generator that drives customer loyalty. This research provides valuable baselines and differentiators that help inform important decisions.’
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