As customer expectations continue to climb, it becomes more challenging
for brands to set themselves apart from the competition. Markets are
increasingly crowded, and both price and product are being steadily
overtaken by customer experience as the number one brand differentiator.

The Microsoft 2018 State of Global Customer Service survey polled
5,000 individuals across Brazil, Germany, Japan, the United Kingdom,
and the United States. Our results confirm that customer service
remains a cornerstone of customer experience and can serve as a brand
differentiator. In fact, 95% of our survey respondents indicated that
customer service is important to their choice of and loyalty to a brand