New research from WhatsApp business communications provider Esendex reveals stark differences in customer service across industries, with financial services ranking highest and retail performing the worst. The study assessed key factors like wait times to speak with a human representative and the various communication channels, including web chat, SMS, and WhatsApp.
Financial services excelled, offering the shortest wait times—customers waited just 2 minutes and 31 seconds on average, well below the industry average of 5 minutes and 6 seconds. This sector also provided a higher-than-average number of communication channels (2.6), making it easier for customers to get support.
Retail ranked the lowest in customer service performance at the other end of the spectrum. Customers in this sector endured the longest wait times, averaging 11 minutes and 42 seconds, and had access to the fewest communication options (just 2.2 on average). Additionally, only 60% of retail businesses offered a direct phone line for customer support, compared to near-universal availability in other industries.
Different performance across industries
Other industries varied in performance. Telecoms and utilities both provided faster-than-average response times, at 3 minutes and 3 minutes and 4 seconds, respectively, but telecoms, like retail, struggled with limited communication options (2.2 on average). Meanwhile, utility providers stood out by offering the highest number of communication channels (3.2), ensuring more flexibility for customers.
Adding to retail’s challenges, Esendex’s Customer Happiness Index showed that the UK retail sector has the most dissatisfied customers, with an average Trustpilot rating of just 3.3.
“With busy lives, customers need flexibility to fit queries around their work, family, and social commitments. Offering WhatsApp, SMS, and web chat allows them to engage on their terms,” said Richard Hanscott, CEO of Esendex, highlighting the importance of quick response times and multi-channel support in meeting modern customer expectations.
These findings show the evident need for retailers to enhance their service by reducing wait times and expanding communication channels—key steps in delivering a smoother, more customer-friendly experience.