Nowadays, every brand is chasing to provide a better customer experience. After all, customer is king. Faster channels, new AI tools, redesigned interfaces, the industry has never moved quicker. And yet, when you look closely at what actually drives customers away, it’s not new or complex at all. It’s the oldest problem in the book: unresolved issues.
Resonate CX’s report on the Current State of Customer Service and Experience Expectations in Australia makes the hierarchy of frustration painfully clear. More than half of customers, that’s 58%, say unresolved issues are their number one reason for churn. It beats long wait times, poor attitude, and complicated processes by a wide margin.
This is the truth companies often overlook while optimising for everything else:
If the issue isn’t resolved, nothing else matters. Customers will forgive slow channels, clunky steps, and even having to repeat themselves, but they will not forgive being left without an answer. In a world where customer service drives loyalty as much as product quality, unresolved issues remain the most powerful catalyst of CX failure.
Prioritising Response Speed
While unresolved issues sit at the top of the frustration pyramid, response speed shapes the customer’s emotional temperature from the very beginning of the interaction. According to the report, 37% of customers expect a response within minutes and another 24% expect one within an hour.
That expectation intensifies when the issue is urgent. Customers don’t contact support casually; most do so with the expectation of immediate help. Slow response speed signals indifference, and once that feeling sets in, even a well-handled resolution can feel too late.
The nuance here is important. Response speed isn’t about closing the conversation quickly. Customers instead want assurance that someone is working on their issue and that their problem is being taken seriously. Speed is their expectation and how quickly you resolve the issue will determine their reaction.
Companies often try to win on responsiveness alone, but the real win is the combination: fast acknowledgement and complete closure.
58% Churn Risk: The Catastrophic Cost of Unresolved Issues in CX Priorities
The Resonate report shows that unresolved issues are the most significant churn risk identified for companies, cutting across industries, demographics, and customer profiles. When an issue lingers, customers get frustrated and they begin to question the company’s competence. And once competence is in doubt, loyalty unravels quickly.
Across the three customer personas in the report, unresolved issues consistently appear as the top concern when rating service quality and deciding whether to stay or switch:
- Low-Touch Realists reach out rarely, but when they do, the stakes are high. One unresolved issue is enough to push them straight to a competitor.
- Practical Resolvers value progress; when an issue goes unresolved, they see it as a failure of process rather than a one-off slip.
- Heavy Seekers contact support the most, and unresolved issues stack up quickly, becoming a pattern rather than an isolated miss.
Basically, unresolved issues are simply too big of a hurdle in order to win a customer back. Once they begin to see the company as unreliable or unhelpful, they will leave and go to a competitor who notices them.
The Customer Service Pain Points Your Customers Will NOT Tolerate
Customers experience a wide range of frustrations, but not all of them carry the same weight. The report highlights several common customer service pain points that irritate customers but do not always lead directly to churn. These include:
- Repeating information
- Long wait times
- Too many steps to reach the right person
- Lack of staff knowledge
These problems are annoying, but customers have built some tolerance for them, partly because they encounter them almost everywhere. But you do not want to be another place where they just have to tolerate issues. You should strive to be the company where they don’t have to deal with such menial problems, somewhere where they can expect to sail through the customer service experience.
What customers will not tolerate is the combination of these irritants with low competency. This is where low tolerance CX becomes visible: the moment speed, clarity, and knowledge fall apart at the same time.
Customers can handle one annoyance, but they will not accept three at the same time.
And since repeated friction signals poor capability, the service experience crosses the line from frustrating to intolerable. This is when customers start looking for alternatives.
Competitors understand this. They know that the brands with the lowest tolerance CX environments are the easiest to steal customers from. They simply offer:
- Faster clarity
- Better ownership
- Actual follow-through
And customers will not hesitate to switch.
The Fix: Trading Faster Hang-Ups for Failsafe End-to-End Resolution
The report provides a simple but transformative conclusion:
If you want loyalty, you need end-to-end resolution, not faster call endings.
Many organisations still optimise for speed: shorter handle times, shorter chats, fewer minutes per call. But when these targets push agents to wrap up early, hand off issues, or avoid fully diagnosing the problem, they sabotage the single outcome customers value most: a resolved issue. To tackle this issue, your company should aim to:
- Deepen Agent Knowledge
Customers repeatedly cite knowledgeable staff as a top driver of good service. Agents with clear explanations and confidence in their solutions earn trust quickly.
- Empower Agents to Handle the Issue
This is where agent empowerment becomes critical. Instead of routing customers between departments, give agents authority to investigate, coordinate internally, and follow through until the problem is closed.
- Remove Unnecessary Steps
Every step between the customer and the resolution increases frustration. Look through your own process and find out where you might be losing precious seconds of time. Streamline the flow to reduce effort and increase clarity between the employee and the customer.
- Follow up until Closure
Even a small, “Your issue is now resolved, here’s what we did” message, signals reliability. It shows to the customer that you care even after the issue has been resolved.
Key takeaway
Unresolved issues are the core reason CX fails and customers churn. The brands that win will be the ones that deliver resolution consistently, and empower their frontline to close every loop.
Learn how we can help you identify and resolve your customer experience pain points with Resonate CX NPS and VoC Programs.
