- 1. CUSTOMERSATISFACTIONBY THE NUMBERSZENDESK CUSTOMER
SATISFACTION INDEX, MARCH 2012
2. TABLE OF CONTENTSThe Zendesk Customer Satisfaction IndexWhat
Drives Customer Satisfaction?3 Habits of Best-in-Class
CompaniesAbout the Science1 3. NEW CUSTOMER SUPPORTYESTERDAY
TODAYSegregated by channelInterconnected channel
supportDisconnected from business Closely tied to
marketing/salesTreated as a cost center Treated as a revenue
engineSubpar consumer experience Critical to consumer experience2
4. SATISFACTION COUNTSWhen it comes to customer service,
satisfaction is what mattersmost. In fact, bad customer service can
cost you billions.$338.5B82% $289The amount bad customer
servicePercentage of Americans who said they Average value of each
lostcosts major countries around the stopped doing business with a
company business relationship in the U.S. world annually because of
poor customer service3SOURCE: GENESYS GLOBAL SURVEY 5. CUSTOMER
SATISFACTION INDEXZendesks Customer Satisfaction Index delivers a
periodic measure ofcustomer satisfaction by collecting data from
more than 15,000companies serving 65 million consumers across 137
countries.4 6. GLOBAL BENCHMARK This global Customer Satisfaction
Index isGLOBAL the result of a simple86% question asked to millions
of customers at the end of a service interaction: HowCUSTOMER would
you rate theSATISFACTION service you received?5 7. CUSTOMER
SATISFACTIONBY INDUSTRYReal EstateIT Services & Consultancy96%
GLOBAL 86%95%Healthcare94%Professional Services 94%Personal &
Business Support Services94%Financial & Insurance
Services93%CUSTOMERNonprofit 93%SATISFACTIONEducation 91%Technology
- Hosting91%Travel, Hospitality & Tourism 91% Zendesk customers
all interactMedia & Telecommunications88%directly with their
end customers,Software87%Web Applicationsand all want to delight
those end86%Technology - Hardwarecustomers.85%Manufacturing
85%Marketing 85%But satisfaction varies vastlyRetail &
Wholesale82% across industriessome expected,Social Media78% some
not.Entertainment & Arts77%0 50%100%6 8. REAL ESTATE AND IT
CONSULTING/SERVICESRATED HIGHEST IN CUSTOMER SATISFACTION OF ANY
INDUSTRYReal Estate 96%CUSTOMERSATISFACTIONIT Services &
Consultancy95%CUSTOMERSATISFACTION7 9. CUSTOMER SATISFACTIONBY
COMPANY SIZE100 GLOBAL 86%91%93%88% 90%84% CUSTOMER SATISFACTION50
The smallest companieswhether a mom-and-pop operation, small
business or a tech startupperform well across almost every
industry. 01-9 10-99 100-499 500-4,999 5,000+8 10. WHY DO
MIDDLE-CLASS COMPANIES STRUGGLE?CUSTOMER SATISFACTION BY COMPANY
SIZE10093%91% 90%88%84%Yet once these companies reach a certain
scaleover 10 employeesservice suffers.50 Its not until companies
reach scale (500 employees) and have mature processes and
structures that they recover their customer service levels. 01-9
10-99 100-499 500-4,999 5,000+9 11. CUSTOMER SATISFACTION BY TARGET
AUDIENCE 100 GLOBAL 86%93%94% 82% CUSTOMER SATISFACTION 50 Support
organizations serve one of three audiencesconsumers, other
businesses or internal employees. Satisfaction varies widely,
depending on which audience you deliver support to.
0BusinessesConsumers Internal (employees)10 12. YOUD EXPECT
THIS:CUSTOMER SATISFACTIONBY TARGET AUDIENCE 10093% 94% 82% Support
sites that service consumers score the lowest of any audience. And
many 50consumer-facing support sites score well below 75 percent.
Apparently, consumers are cranky when it comes to support.0
Businesses Consumers Internal (employees)11 13. WHAT YOU WOULDNT
EXPECT IS THIS: CUSTOMER SATISFACTION BY TARGET AUDIENCE 100 93%
82%94%Internal help desks (think of yourIT team that handles
employeerequests for software or networkhelp) have higher
customersatisfaction ratings than help desks 50 that support either
consumers orother businesses.Perhaps IT doesnt deserve itsunhelpful
stigma? 0Businesses Consumers Internal (employees)12 14. CUSTOMER
SATISFACTIONBY COUNTRY* UNITED KINGDOM: 83% FRANCE: 57% 0%
100%0%100%RUSSIA: 80%GERMANY: 88%0% 100%CANADA: 93% 0%100%0%100%
ITALY: 81%UNITED STATES: 87% 0%100% 0%100% SPAIN: 81% 0%
100%AUSTRALIA: 93%BRAZIL: 79% INDIA: 70% 0% 100% 0%
100%0%100%Australia and Canada lead our Customer Satisfaction Index
at 0%50% 100% 93 %13*Countries with the largest economies are shown
15. THE LEADERS AND LAGGARDSCUSTOMERS SATISFACTION BY COUNTRY*THE
LEADERSTHE LAGGARDS SATISFACTION SCORESATISFACTION SCORE CROATIA:
98%CHINA: 59%0% 100%0%100% PORTUGAL: 96% FRANCE: 52%0% 100%0%100%
THAILAND: 96% QATAR: 45%0% 100%0%100% GREECE: 95% TURKEY: 43%0%
100%0%100% *Minimum 100 satisfaction ratings14 16. SO WHAT DRIVES
CUSTOMER SATISFACTION?15 17. THIS IS THE WINNING FORMULA FOR
CUSTOMER SATISFACTION DEVELOPED BY ZENDESK Bigger companies that
efficiently deliver high-quality support at a large scale have the
most satisfied customers.16 18. CUSTOMER
SATISFACTIONEFFICIENCYSCALE QUALITYHow many issues How well What is
the quality are you receiving?do you handle of the support
youcustomer issues?give? ### Number of First Response% of
TicketsTicketsTime Resolved17 19. F(X) = SCALE x EFFICIENCY x
QUALITY NUMBER OF TICKETS BY INDUSTRY 0 1,000 2,000 Social Media
1,625SIZE MATTERS Entertainment & Arts 1,560 Travel,
Hospitality & Tourism1,495 Each ticket constitutes a customer
Retail & Wholesale 1,413 interaction, making it a good
Marketing979 measure of the frequency and Media &
Telecommunications 692scale of your customer touches. Web
Applications 675 Financial & Insurance Services 613Customers
increasingly serve Software 527themselves via the web through
Education505well-crafted online forums, FAQs Healthcare 413and
knowledge bases. Manufacturing385 Technology - Hosting 360On
average, Zendesk-powered Technology - Hardware337help desks handle
more than Personal and Business Support Services 315600 tickets per
month, and Nonprofit267 drive more than 2,600 page Professional
Services261 Real Estate views to their online forums.212 IT
Services & Consultancy18118 20. F(X) = SCALE x EFFICIENCY x
QUALITY FIRST RESPONSE TIME BY INDUSTRY0 12hrs 24hrs36hrs
48hrsManufacturing38.2 hrsMarketing32.7 hrsEntertainment & Arts
31.5 hrsEducation30.8 hrs We have a limited budget and
staff,Financial & Insurance Services 28.6 hrs so we need to
make sure wereNonprofit28.3 hrsdelighting our customers asIT
Services & Consultancy28.2 hrsefficiently as possible. This is
whyTechnology - Hardware28.1 hrsfirst-response time is a
greatRetail & Wholesale 26.6 hrsefficiency measure. The
averageSocial Media 25.9 hrsfirst-response time across allReal
Estate24.8 hrsZendesk tickets is over 23.6 hours.Healthcare 22.9
hrsThose taking more than a day toMedia & Telecommunications
22.7 hrsget back to customers may want toPersonal and Bus. Support
Services 22.3 hrsreexamine their processes.Software 21.5
hrsProfessional Services18.2 hrsWeb Applications 18.1 hrsTravel,
Hospitality & Tourism14.7 hrsTechnology - Hosting 14.5 hrs19
21. F(X) = SCALE x EFFICIENCY x QUALITY % OF TICKETS IN 1 TOUCH BY
INDUSTRY 0% 50%100%IT Services & Consultancy 78%The percentage
ofEducation 82%Entertainment & Arts90%tickets resolved in
oneFinancial & Insurance services85%touch across all
ZendeskTechnology - Hardware 71%tickets is
85%Healthcare88%Technology - Hosting76%Manufacturing 77%Zendesks
third measure isMarketing 89%quality, which is measured byMedia
& Telecommunications86%Nonprofit 85%one-touch
tickets.Professional Services 85%Real Estate 82% One-touch tickets
are thoseRetail & Wholesale87% resolved with only one
serviceSocial Media85% interaction. The higher yourSoftware82%
one-touch percentage, thePersonal & Business Support
Services82% higher your service quality.Travel, Hospitality &
Tourism 84%Web Applications86%20 22. ZENDESK BENCHMARK
SatisfactionEfficiency Scale86% 23.6hrs630 CustomerFirst-Response
Tickets perSatisfaction Time Month Across 15,000 Global Accounts21
23. INTERESTING ANECDOTES ABOUT SATISFACTION SCORE Zendesk
Benchmark AverageSocial MediaEntertainmentSATISFACTION SCORENUMBER
OF TICKETSFIRST RESPONSE TIMEBY INDUSTRY BY INDUSTRYBY
INDUSTRY###100% 0(hrs) 86 7877 630 58.9 50 1050%1,625 44.6 1,560
1,560 40 20 0(Tkt) 1,000 2,000 23.6 0% 30Low satisfaction ratings
are the result of high ticket volume and slowfirst-response time,
as evidenced by consumer-facing companies. 22 24. 3 HABITS OF
BEST-IN-CLASS COMPANIES23 25. BEST-IN-CLASS COMPANIES Data can be
overwhelming, but there are three clear behaviors thatseparate
best-in-class companies from the rest: IMMEDIATE RESPONSE MATTERS
YOU HAVE TO BE WHERE YOUR CUSTOMERS ARE LET YOUR CUSTOMERS SERVE
THEMSELVES24 26. IMMEDIATE RESPONSE The clock begins ticking the
moment you receive a ticket. Responding quickly has the single
greatest impact on customer satisfaction.ON HOLD 90% 0% 100%
10:03FACTOID: Companies with an average first-response time under
10 hours have customer satisfaction over 90 percent.25 27. BE WHERE
YOUR CUSTOMERS ARE Today, its critical to be available where your
customers want to reach you: your website, Facebook, Twitter,
email, phone or chat. Companies that support their customers across
multiple channels drive higher engagement and respond faster to
customer inquiriesall increasing satisfaction.26 28. LET CUSTOMERS
SERVE THEMSELVESFORUM VIEW:TICKET RATIO SATISFACTION FORUM
VIEWS/TICKET86%4.2 All Companies0% 100%87%4.0Software0%
100%93%Best-in-Class 0% 100%7.5Software Companies that offer rich
self-service customer support forums and FAQs have a higher level
of customer satisfaction. Best-in-class companies invest in
self-service, and those with higher forum traffic drive greater
satisfactionespecially in the software industry.27 29. ABOUT THE
SCIENCEZENDESK BENCHMARK28 30. WHATS MEASURED IMPROVESPETER
DRUCKER29 31. ZENDESK DELIVERS AT GLOBAL SCALE100137 15,000 65
MILLIONCOUNTRIESSERVED
CUSTOMERSENTERPRISESMILLIONSERVICEINTERACTIONSPER YEAR30 32. THE
BENCHMARK IS MEASURED BY INSIGHTS BASED ON ACTUAL HELP DESK USAGE:
We offer the metrics you need to measure your support volume, help
desk efficiency and quality of engagement. LOADS OF COMPARISONS:
With the Zendesk Benchmark, you can compare yourself to the overall
population of Zendesk-powered help desks, to your industry peers,
to companies of similar size or to companies supporting similar end
users.The Zendesk Benchmark is not your typical expert survey.
Itscomprised of metrics based on real product usage and
customerengagement.31 33. ZENDESK BENCHMARK DATA COLLECTION FROM
MASSIVE CUSTOMER BASE10,000+ 11,000+ SurveyAccounts withRespondents
Usage Data (Accounts) (Q4 2011)Large-Scale Demographic and Usage
Data32 34. METRICS THAT MATTERTICKETS ARE THE CORE OF SUPPORT
INTERACTIONS Customer SatisfactionSatisfaction Rating from End User
# of Tickets per Month Total Volume of New Tickets First-Response
TimeFirst-Response Time During Business Hours Tickets per Agent# of
Tickets Solved per Active Agent % of Tickets in One TouchTickets
Resolved in One Human Interaction FORUMS DRIVE CUSTOMER
SELF-SERVICE # of Forum Views Overall Monthly Forum Traffic Forum
View:Ticket RatioMeasure of Customer Self-Service Forum-Search
Effectiveness Click-Through Rate for Forum Searches33 35. YOU CAN
START MEASURING YOUR CUSTOMERS SATISFACTION WITH ZENDESKTODAY34 36.
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