1、CUSTOMERBY THE NUMBERSSATISFACTIONZENDESK CUSTOMER SATISFACTION INDEX,MARCH 2012C U S T O ME R B Y T H E N U MB E R S S A T I S F A CTABLE OF CONTENTSWhat Drives Customer Satisfaction?About the ScienceThe Zendesk Customer Satisfaction Index1T A B L E O F C O N T E N T S Wh a t D r i v e s CYESTERDAY
2、Segregated by channelDisconnected from businessTreated as a cost centerSubpar consumer experienceTODAYInterconnected channel supportClosely tied to marketing/salesTreated as a revenue engineCritical to consumer experienceNEW CUSTOMER SUPPORT2Y E S T E R D A YT O D A Y N E W C U S T O ME R S$338.5BTh
3、eamountbad customer servicecostsmajor countries aroundtheworld annuallySOURCE:GENESYS GLOBALSURVEY$289Average valueof eachlostbusinessrelationshipinthe U.S.3$3 3 8.5 B$2 8 9 3CUSTOMER SATISFACTION INDEX4C U S T O ME R S A T I S F A C T I O N I N D E X 4This global CustomerSatisfaction Index isthe re
4、sult of a simplequestion asked tomillions of customersat the end of a serviceinteraction:“Howwould you rate theservice you received?”GLOBAL86%CUSTOMERSATISFACTIONGLOBAL BENCHMARK5T h i s g l o b a l C u s t o m e r G L O B A L G L O BCUSTOMER SATISFACTIONBY INDUSTRYGLOBAL86%CUSTOMERSATISFACTIONZende
5、sk customers all interactdirectly with their end customers,and all want to delight those endcustomers.But satisfaction varies vastlyacross industriessome expected,some not.050%100%96%95%94%94%94%93%93%91%91%91%88%87%86%85%85%85%82%78%77%6C U S T O ME R S A T I S F A C T I O NG L O B A L 0REAL ESTATE
6、 AND IT CONSULTING/SERVICESRATED HIGHEST IN CUSTOMER SATISFACTION OF ANY INDUSTRY96%CUSTOMERSATISFACTION95%CUSTOMERSATISFACTIONReal EstateIT Services&Consultancy7R E A L E S T A T E A N D I T C O N S U L T I N GGLOBAL86%CUSTOMER1-910-99100-499 500-4,999 5,000+91%93%90%10084%88%8G L O B A L 1-9 1 0-9
7、 9 1 0 0-4 9 9 5 0 0-4,9 9 91-910-99100-499 500-4,999 5,000+91%93%90%01005084%88%91-9 1 0-9 9 1 0 0-4 9 9 5 0 0-4,9 9 9 GLOBAL86%CUSTOMERCUSTOMER SATISFACTIONBY TARGET AUDIENCEBusinessesConsumers Internal(employees)SATISFACTION50Support organizations serve one ofthree audiencesconsumers,otherbusines
8、ses or internal employees.Satisfaction varies widely,dependingon which audience you deliversupport to.010093%82%94%10G L O B A LC U S T O ME R S A T I S F A C T I O N B uSupport sites that serviceconsumers score the lowest ofany audience.And manyconsumer-facing support sitesscore well below 75 perce
9、nt.BusinessesConsumers Internal(employees)93%94%1005082%YOUD EXPECT THIS:CUSTOMER SATISFACTIONBY TARGET AUDIENCE11S u p p o r t s i t e s t h a t s e r v i c e B u s iInternal help desks(think of yourIT team that handles employeerequests for software or networkhelp)have higher customersatisfaction r
10、atings than help desksthat support either consumers orother businesses.WHAT YOU WOULDNT EXPECT IS THIS:CUSTOMER SATISFACTIONBY TARGET AUDIENCEBusinessesConsumers Internal(employees)93%82%Perhaps IT doesnt deserve itsunhelpful stigma?05010094%12I n t e r n a l h e l p d e s k s (t h i n k o f 93CUSTO
11、MER SATISFACTIONBY COUNTRY*UNITED STATES:87%UNITED KINGDOM:83%INDIA:70%100%0%100%0%100%CANADA:93%0%100%0%RUSSIA:80%100%0%100%SPAIN:81%0%100%0%AUSTRALIA:93%0%100%FRANCE:57%100%GERMANY:88%0%ITALY:81%100%0%BRAZIL:79%100%0%100%13Australia and Canada lead our Customer Satisfaction Index at0%50%*Countries
12、 with the largest economies are shown9 3 C U S T O ME R S A T I S F A C T I O N U N I T E D THE LEADERS AND LAGGARDSCUSTOMERS SATISFACTION BY COUNTRY*THE LEADERSSATISFACTION SCORECROATIA:98%100%100%100%100%0%PORTUGAL:96%0%THAILAND:96%0%GREECE:95%0%THE LAGGARDSSATISFACTION SCORECHINA:59%100%100%100%1
13、00%0%FRANCE:52%0%QATAR:45%0%TURKEY:43%0%*Minimum 100 satisfaction ratings14T H E L E A D E R S A N D L A G G A R D S T H E L ESO WHAT DRIVESCUSTOMERSATISFACTION?15S O WH A T D R I V E S C U S T O ME R S A T I S F A CTHIS IS THE WINNING FORMULAFOR CUSTOMER SATISFACTION DEVELOPED BY ZENDESK16T H I S I
14、 S T H E WI N N I N G F O R MU L A F O RCUSTOMER SATISFACTIONEFFICIENCYHow welldo you handlecustomer issues?First ResponseTimeQUALITYWhat is the qualityof the support yougive?%of TicketsResolvedSCALEHow many issuesare you receiving?#Number ofTickets17C U S T O ME R S A T I S F A C T I O N E F F I C
15、I E N CSIZE MATTERSEach ticket constitutes a customerinteraction,making it a goodmeasure of the frequency andscale of your customer touches.Customers increasingly servethemselves via the web throughwell-crafted online forums,FAQsand knowledge bases.On average,Zendesk-poweredhelp desks handle more th
16、an600 tickets per month,anddrive more than 2,600 pageviews to their online forums.1,6251,5601,4951,41397969267561352750541338536033731526726121218101,0002,000F(X)=SCALE x EFFICIENCY x QUALITYNUMBER OF TICKETS BY INDUSTRY18S I Z E MA T T E R S 1,6 2 5 0 1,0 0 0 2,0 0 0 F(We have a limited budget and
17、staff,so we need to make sure weredelighting our customers asefficiently as possible.This is whyfirst-response time is a greatefficiency measure.The averagefirst-response time across allZendesk tickets is over 23.6 hours.Those taking more than a day toget back to customers may want toreexamine their
18、 processes.F(X)=SCALE x EFFICIENCY x QUALITYFIRST RESPONSE TIME BY INDUSTRYManufacturingMarketing024hrs48hrs36hrs12hrs38.2 hrs32.7 hrs31.5 hrs30.8 hrs28.6 hrs28.3 hrs28.2 hrs28.1 hrs26.6 hrs25.9 hrs24.8 hrs22.9 hrs22.7 hrs22.3 hrs21.5 hrs18.2 hrs18.1 hrs14.7 hrs14.5 hrs19We h a v e a l i m i t e d b
19、 u d g e t a n d s0%50%100%78%82%90%85%71%88%76%77%89%86%85%85%82%87%85%82%82%84%86%F(X)=SCALE x EFFICIENCY x QUALITY%OFTICKETSIN1TOUCHBYINDUSTRY20The percentage oftickets resolved in onetouch across all Zendesktickets is 85%Zendesks third measure isquality,which is measured byone-touch tickets.“One
20、-touch”tickets are thoseresolved with only one serviceinteraction.The higher yourone-touch percentage,thehigher your service quality.0%5 0%1 0 0%7 8%F(X)=S C A L E x EZENDESK BENCHMARKScale630TicketsperMonthSatisfaction86%CustomerSatisfactionEfficiency23.6hrsFirst-ResponseTimeAcross 15,000 Global Ac
21、counts21Z E N D E S K B E N C H MA R KS c a l e S a t i s fINTERESTING ANECDOTESABOUT SATISFACTION SCORENUMBER OF TICKETSBY INDUSTRYSATISFACTION SCOREBY INDUSTRYFIRST RESPONSE TIMEBY INDUSTRYSocial MediaEntertainmentZendesk Benchmark Average77780%100%50%86#0(hrs)102023.658.95044.6401,6251,560 1,5606
22、300(Tkt)2,0001,000I N T E R E S T I N G A N E C D O T E S N U MB E R O F3 HABITS OFBEST-IN-CLASS233 H A B I T S O F B E S T-I N-C L A S S 2 3Data can be overwhelming,but there are three clear behaviors thatIMMEDIATE RESPONSE MATTERSYOU HAVE TO BE WHERE YOUR CUSTOMERS ARELET YOUR CUSTOMERS SERVE THEM
23、SELVES24D a t a c a n b e o v e r w h e l m i n g,b u t 10:03FACTOID:100%0%IMMEDIATE RESPONSEThe clock begins ticking themoment you receive a ticket.Responding quickly has the singlegreatest impact on customersatisfaction.ON HOLD90%1 0:0 3 F A C T O I D:1 0 0%0%I MME D I A T E Today,its critical to
24、beavailable where yourcustomers want to reachyou:your website,Facebook,Twitter,email,phone or chat.respond faster to customerinquiriesall increasingsatisfaction.BE WHERE YOUR CUSTOMERS ARE26T o d a y,i t s c r i t i c a l t o b e c u s tLET CUSTOMERS SERVE THEMSELVESFORUM VIEW:TICKET RATIOSoftwareBe
25、st-in-ClassSoftware100%0%SATISFACTION86%100%100%87%0%93%0%FORUM VIEWS/TICKET4.24.07.5L E T C U S T O ME R S S E R V E T H E MS E L V E STHE SCIENCEABOUT28ZENDESK BENCHMARKT H E S C I E N C E A B O U T 2 8 Z E N D E S K B E N C“WHATS MEASURED IMPROVES”PETER DRUCKER29“WH A T S ME A S U R E D I MP R O
26、V E S”P E T EZENDESK DELIVERS AT GLOBAL SCALE100MILLIONSERVICEINTERACTIONSPER YEAR137 15,000 SERVED MILLION65 CUSTOMERS ENTERPRISES COUNTRIES30Z E N D E S K D E L I V E R S A T G L O B A L S C AINSIGHTS BASED ON ACTUAL HELP DESK USAGE:THE BENCHMARK IS MEASURED BY31I N S I G H T S B A S E D O N A C T
27、 U A L H E L P ZENDESK BENCHMARKDATA COLLECTION FROM MASSIVE CUSTOMER BASE11,000+Accounts withUsage Data(Q4 2011)10,000+SurveyRespondents(Accounts)Large-Scale Demographic and Usage Data32Z E N D E S K B E N C H MA R K1 1,0 0 0+Customer Satisfaction#of Tickets per MonthFirst-Response TimeTickets per
28、Agent%of Tickets in One TouchSatisfaction Rating from End UserTotal Volume of New TicketsFirst-Response Time During Business Hours#of Tickets Solved per Active AgentTickets Resolved in One Human InteractionOverall Monthly Forum TrafficMeasure of Customer Self-ServiceClick-Through Rate for Forum Sear
29、chesMETRICS THAT MATTERTICKETS ARE THE CORE OF SUPPORT INTERACTIONSFORUMS DRIVE CUSTOMER SELF-SERVICE#of Forum ViewsForum View:Ticket RatioForum-Search Effectiveness33C u s t o m e r S a t i s f a c t i o n S a t i s f a c tYOU CAN START MEASURINGTODAYYOUR CUSTOMERSSATISFACTIONWITH ZENDESK34Y O U C A N S T A R T ME A S U R I N G T O D A Y Y OBUINESS BUINESS PLANPLAN感谢您的倾听与观看B U I N E S S 感谢您的倾听与观看
