# How Technology Helps Companies Improve Customer Satisfaction | Capterra > As companies in the U.S. see their customer satisfaction scores improve, how do tools such as call center software help? Read more here. Source: https://www.capterra.com/resources/how-technology-helps-to-improve-customer-satisfaction --- # As Support Demand Rises, Technology is Boosting Customer Satisfaction for 63% of U.S. Businesses Written by: Laura Burgess Laura BurgessAuthor Content Analyst Experience I've been writing for Capterra since April 2021, specializing in B2B SaaS adoption across various industries. My role involves pro... [See bio & all articles](https://www.capterra.com/resources/author/laura-burgess/) and edited by: Caroline Rousseau Caroline RousseauEditor Senior Content Editor Experience As a senior content editor, and formerly as a content analyst, at Capterra, I have been crafting, writing, and refining rese... [See bio & all articles](https://www.capterra.com/resources/author/caroline-rousseau/) Published July 30, 2024 8 min read Table of Contents - [Future-proof your call center with these tools](#training-technology-and-external-support-can-future-proof-your-call-center) - [1\. Train agents on efficient service-handling techniques](#1-train-support-agents-on-efficient-service-handling-techniques) - [2\. Consider partnering with external agencies](#2-consider-partnering-with-external-customer-service-agencies) - [3\. Invest in customer service-related technologies](#3-invest-in-customer-service-related-technologies) ## As companies in the U.S. see their customer satisfaction scores improve, how do tools such as call center software help? In today’s hyper-competitive business environment, demand for customer support is rising, with expectations more complex than ever. A bad customer service experience can have a ripple effect across social media, news, and review sites, making customer satisfaction (CSAT) scores as important as ever. As businesses increasingly adopt customer-centric models, CSAT ratings are considered key metrics for assessing the effectiveness of these approaches. In the U.S., 63% of employees say their company’s CSAT scores have improved within the last two years, beating the global average of 57% reported improvement. That’s according to Capterra’s 2024 Customer Service Technology Survey[\*](#methodology), which collected responses from 2,307 employees involved in their organization’s customer service operations. Therefore, companies must reassess their current customer service strategies to improve their scores, considering factors such as sufficient customer support alongside technology use. This survey investigates the state of [call center tech](https://www.capterra.com/call-center-software/) adoption today, how it has been a boon to customer satisfaction, and what other businesses can learn from these successes. Key findings - **Service employee numbers are on the rise:** 54% of those involved with customer service strategies say their companies will increase the number of service-related workers within 18 months.  - **The average service wait time is fairly short:** Customers typically wait between one and less than five minutes (42%) before speaking with a rep via the phone or live chat.  - **Outsourcing agents is an option for some centers:** Most reps (61%) say their company primarily handles customer service interactions in-house, while over half of these employees (52%) say their company is considering or plans to outsource agents.  - **Technologies play their role:** Companies mostly use CRM (53%), help desk (52%), and call center software (50%) to support customer service phone calls. - **Software adoption will continue to increase:** Nearly a third of companies (32%) not yet using call center software plan to invest in the technology soon. ## Training, technology, and external support can future-proof your call center  Today’s consumers are more demanding than ever regarding their interactions with companies thanks to extensive competition, brands, and online reviews influencing their purchasing decisions. Multi-channel —phone, email, chat, and social media— enables faster services and instant responses, setting a high standard for all customer experiences. However, if managed poorly, it could also lead to a higher service volume of inquiries, complaints, and service requests that companies must handle. According to employees involved with their companies' customer service strategy and budgeting, over half (54%) say their organization will increase customer service-related staff within 18 months. To keep up with customers' increasingly dynamic needs, companies will require more call agents that support valuable areas of customer expectations, such as reduced wait times, prompt handling of queries, and overall faster service. Long waiting times and slow responses can be frustrating. Individuals are more likely to leave negative reviews and provide poor ratings, ultimately lowering CSAT scores. Management’s focus on refining and executing a robust customer service strategy is essential for improving CSAT scores and the overall customer experience and retention.  Here are three crucial points companies must consider to improve their strategy: ## 1\. Train support agents on efficient service-handling techniques Effectively training customer service reps enables them to handle calls professionally, resolve issues quickly, and provide a consistent, positive customer experience. Proper training optimizes call flow, swiftly directing calls to the right department or person and minimizes delays. But just how long are customers currently waiting to speak to an operator? According to 68% of respondents, customers do not have to wait too long to speak to an agent via the phone or live chat, as 42% say it takes between one and less than five minutes, and 26% say it takes less than a minute before an agent speaks to a customer.  However, nearly a third of agents (32%) take five to 60 minutes or longer to address a customer’s issue. Waiting to speak to a rep via the phone can feel longer due to the passive nature of having no visual clues about progress. And when it comes to actually resolving an issue, it usually takes longer and results seem to show a significant waiting time for customers. Call centers can utilize [IVR systems](https://www.capterra.com/ivr-software/) to handle simple queries, automatically reducing the load on agents. Call-back options are also an alternative to offer customers to help them avoid spending time on hold. Companies should ensure smooth transitions from chatbot to human agent where possible, and allow agents to handle multiple chat sessions simultaneously to help balance workload and reduce waiting times. Implementing a structured and comprehensive [training program](https://www.capterra.com/training-software/), including perfecting phone or live chat etiquette and technical onboarding, ensures customer service reps are well-equipped to handle customer calls efficiently. Regular practical sessions also improve call center agents' problem-solving skills and product knowledge. ## 2\. Consider partnering with external customer service agencies Many companies outsource customer service for the flexibility of scaling up or down based on consumer demand, especially during peak seasons or across different time zones, or to handle unexpected surges in customer inquiries. Despite the benefits of outsourcing call center agents, however, 61% of customer service strategists say their organization primarily handles customer service phone calls in-house, utilizing their own staff or resources. A quarter (25%) use a combination of in-house and outsourced resources, and 14% say their company fully outsources to a third-party or call center. An efficient customer service department should be up to date with the latest tech, and multi-channel, and provide time and resources to train agents. Companies who want to tackle these factors or enhance their in-house operations can consider outsourcing, and ensure the vendors they're talking to: - Invest in the latest CRM systems and call center tools, ensuring the tech is current and capable of meeting evolving customer needs.  - Use unified platforms, combining phone, email, live chat and social media, which provides a holistic view of customer history.  - Provide extensive initial training for new agents, covering product knowledge, company policies, customer skills and tech use. The future of outsourcing customer service operators looks to be gaining traction for some business decision-makers. Over a third of customer service operators handling customer service calls primarily in-house (35%) say that, while their company doesn't have formal plans to outsource, they are, in fact, considering it. Meanwhile, 17% _do_ have formal plans to outsource. Organizations that either fully outsource already or have a mix of in-house and outsourced customer service agents will either maintain the same investment levels (58%) or increase them (34%) within the next 18 months. As part of a customer service strategy, business decision-makers should also consider staying current with the latest software tools to enhance their internal and outsourced operations and better serve their customers. Researching customer support agencies can help determine which companies would be an effective fit for the business. ## 3\. Invest in customer service-related technologies  According to Gartner, the best use of CSAT data is to capture feedback on specific service and support interactions, such as agent performance or satisfaction with a process during the interaction. [\[1\]](#sources) Utilizing the latest in technologies creates a more personalized and responsive environment for customer service phone calls, which is vital to receiving positive reviews. When handling or supporting customer calls, support operators mostly use [CRM](https://www.capterra.com/customer-relationship-management-software/) (53%), [help desk](https://www.capterra.com/help-desk-software/) (52%), and call center software (50%). For example, CRM systems provide agents with a comprehensive view of customer history and interactions. If an agent sees that a customer recently upgraded to a premium plan, it might have triggered new settings or features that are causing a bug. This context helps the agent provide a tailored solution. Customer service-related tool features help agents enhance the overall quality of the customer journey. If a customer calls with a billing issue, the Automatic Call Distribution (ACD) feature of call center software routes the call to the most appropriate agent based on their skills, availability, and the nature of the query. In this case, the caller will be directed to an agent specializing in billing queries. Of the survey respondents who don’t use call center software, nearly a third (32%) say their company has formal plans to invest in the tool, while 27% say that although they don't have plans yet, they are considering the software type. The software also proves popular with users, as over half of customer service operators (51%) say their company plans to upgrade their current call center software within the next 18 months. ## Use this data to improve customer satisfaction scores Customer satisfaction scores are crucial for businesses as they directly impact customer loyalty and brand reputation. Companies require well-trained call agents who can handle inquiries quickly and resolve issues effectively to help better CSAT ratings. Outsourcing allows companies to scale their customer service operations rapidly in response to fluctuating demand. This ensures customer calls are handled promptly, reduces waiting times, and improves satisfaction. Call center technologies are also vital to a customer service strategy, allowing personalized customer interactions. This efficiency directly impacts CSAT ratings and improves the overall quality of service. The following article in this two-part series will look at the use of AI in customer service operations and how advanced tech should complement the customer experience instead of adding consumer trust concerns. * * * **Survey methodology** \*Capterra's 2024 Customer Service Technology Survey was conducted online in May 2024 among 2,307 respondents in the U.S. (n=199), Canada (n=200), Brazil (n=188), Mexico (n=184), the U.K. (n=194), France (n=196), Italy (n=183), Germany (n=187), Spain (n=191), Australia (n=193), India (n=200), and Japan (n=192). The goal of the study was to explore how emerging call center technologies are enabling brands to deliver exceptional customer experiences. Respondents were screened to be full-time employees at organizations with 1 to 2,499 employees. They must be involved in customer service operations, use or buy customer service software, and handle customer service phone calls in-house or externally. Sources 1. [How to Measure and Interpret Customer Satisfaction (CSAT)](https://www.gartner.com/account/signin?method=initialize&TARGET=http%3A%2F%2Fwww.gartner.com%2Fdocument%2F4093099%3Fref%3DsolrAll%26refval%3D415642661%26), Gartner * * * Looking for Call Center software?Check out Capterra's list of the [best Call Center software](https://www.capterra.com/call-center-software/) solutions. ### Was this article helpful? * * * ## About the Authors [### Laura Burgess](https://www.capterra.com/resources/author/laura-burgess/) Laura Burgess is a content analyst at Capterra with more than a decade of journalism experience and specializing in B2B SaaS adoption across various industries. She analyzes market trends and SMB tech, providing insights on topics such as AI-driven sales automation and its impact on the customer experience (CX). Laura's research has been featured in Australian publications such as ABC News, HR Leader, Inside Retail, Dynamic Business, Retail Biz, and Technology Decisions. [### Caroline Rousseau](https://www.capterra.com/resources/author/caroline-rousseau/) After three years of building surveys, analyzing data, and writing her own research, Caroline has been a senior content editor since 2022. Her previous experience as an analyst converged into a skill set that allows her to help her peers develop and produce compelling content about today’s business matters. ### RELATED READING - [XLAs: How Experience‑Level Agreements Improve Help Desk Performance](https://www.capterra.com/resources/xlas/) - [Measuring What Matters: Setting KPIs for Help Desk Performance](https://www.capterra.com/resources/help-desk-kpis/) - [Guide to CRM Software Pricing Models](https://www.capterra.com/resources/customer-relationship-management-software-pricing-models/) - [CRM Integration Explained: Meaning, Methods, and System-Level Examples](https://www.capterra.com/resources/crm-integrations-help-your-business/) - [CRM cloud vs. on-premise: Which is better for your business?](https://www.capterra.com/resources/crm-cloud-vs-on-premise/) - [Key Indicators That Your Help Desk Needs a Knowledge Base](https://www.capterra.com/resources/help-desk-knowledge-base/) - [AI in CRM: 5 Steps To Stay Competitive](https://www.capterra.com/resources/ai-in-crm-strategies/) - [CRM Compliance: Data Privacy and Security Concerns of AI](https://www.capterra.com/resources/crm-compliance/) - [Help desk buyer insights: How businesses choose customer service tools](https://www.capterra.com/resources/help-desk-buyer-insights/)