A new study has highlighted a major experience gap in the customer service sector, revealing that businesses consistently rate their own performance much higher than their customers do.
The research, conducted by customer conversation specialist Moneypenny, surveyed 2,000 businesses and 2,000 consumers to benchmark perceptions across various communication channels.
The findings indicate that across every contact method tested, there is a double-digit disparity between how companies believe they are performing and the actual reality for the consumer. This disconnect poses a silent threat to retention; the report suggests that when service fails to meet expectations, customers are more likely to switch providers without filing a formal complaint, creating a “hidden” revenue risk.
Jesper With-Fogstrup, Group Chief Executive Officer for Moneypenny, said:
“Across each channel, there were significant gaps between how businesses graded themselves versus their customers – some as high as 32 percentage points. The survey also revealed that the channels businesses rely on the most to drive sales conversions are often those that fall short in terms of meeting customer expectations, highlighting a critical disconnect.”
The Perception Disparity
The gap is most pronounced in digital and automated channels. While 64% of businesses believe their social media presence successfully drives conversions, only 32% of consumers feel these channels meet their expectations. Similar trends were observed in AI-driven tools:
- AI Receptionists: 56% business approval vs. 26% consumer perception.
- Chatbots: 54% business approval vs. 26% consumer perception.
- Web Forms: 64% business approval vs. 32% consumer perception.
Traditional channels were not immune to this trend, though the gaps were narrower. Messaging apps saw a 20-point difference, email a 23-point difference, and the phone—still a primary tool for conversion—carried a 16-point gap.
Speed as a Competitive Advantage
The data reinforces that speed is the primary driver of modern loyalty. According to the report, 72% of consumers are likely to choose the business that responds first. Furthermore, 89% of businesses and 69% of consumers agree that the phone remains the most effective channel for converting inquiries into sales.
However, expectations for response times are tightening. While 33% of businesses aim to respond within seconds, only 17% of consumers expect that level of immediacy, with 41% of consumers stating that a response “within minutes” is acceptable. Despite this, the pressure to be the first to respond remains a decisive factor in capturing revenue.
The After-Hours Opportunity
The research also points to a missed opportunity in availability. While 39% of consumers are satisfied with traditional 9-to-5 support, nearly a quarter (24%) expressed a preference for support between 5 p.m. and 9 p.m. Providing after-hours availability was found to make 37% of customers feel more reassured and 31% more likely to complete a purchase.
Despite recognizing this demand, many businesses cited staffing costs as the primary barrier to extending their hours of operation.
Jesper With-Fogstrup, added:
“The future of customer experience isn’t about deploying every trend or automating everything you can. It’s about listening to your customers, acting on what they tell you, and delivering speed, clarity and human connection in the moments that matter. The opportunity is to make every interaction personal, relevant and contextually right.”