咨询公司zendesk出品
- 1. CUSTOMERBY THE NUMBERSSATISFACTIONZENDESK CUSTOMER SATISFACTION INDEX, MARCH 2012锐普PPT论坛chinakui：www.rapidbbs.cn
- 2. TABLE OF CONTENTSWhat Drives Customer Satisfaction?About the ScienceThe Zendesk Customer Satisfaction Index3 Habits of Best-in-Class Companies1锐普PPT论坛chinakui：www.rapidbbs.cn
- 3. YESTERDAY Segregated by channel Disconnected from business Treated as a cost center Subpar consumer experience TODAY Interconnected channel support Closely tied to marketing/sales Treated as a revenue engine Critical to consumer experienceNEW CUSTOMER SUPPORT2锐普PPT论坛chinakui：www.rapidbbs.cn
- 4. $338.5B Theamountbad customer service costsmajor countries aroundthe world annually SOURCE: GENESYS GLOBALSURVEY $289 Average valueof eachlost businessrelationshipinthe U.S. 82% Percentageof Americanswho saidthey stoppeddoing businesswith acompany because ofpoor customer service SATISFACTION COUNTS When it comes to customer service, satisfaction is what matters most. In fact, bad customer service can cost you billions.3锐普PPT论坛chinakui：www.rapidbbs.cn
- 5. Zendesk’s Customer Satisfaction Index delivers a periodic measure of customer satisfaction by collecting data from more than 15,000 companies serving 65 million consumers across 137 countries.CUSTOMER SATISFACTION INDEX4锐普PPT论坛chinakui：www.rapidbbs.cn
- 6. This global Customer Satisfaction Index is the result of a simple question asked to millions of customers at the end of a service interaction: “How would you rate the service you received?”GLOBAL 86% CUSTOMER SATISFACTIONGLOBAL BENCHMARK5锐普PPT论坛chinakui：www.rapidbbs.cn
- 7. CUSTOMER SATISFACTION BY INDUSTRYReal Estate IT Services & Consultancy Healthcare Professional Services Personal & Business Support Services Financial & Insurance Services Nonprofit Education Technology - Hosting Travel, Hospitality & Tourism Media & Telecommunications Software Web Applications Technology - Hardware Manufacturing Marketing Retail & Wholesale Social Media Entertainment & Arts GLOBAL 86% CUSTOMER SATISFACTION Zendesk customers all interact directly with their end customers, and all want to delight those end customers. But satisfaction varies vastly across industries–some expected, some not.050%100%96% 95% 94% 94% 94% 93% 93% 91% 91% 91% 88% 87% 86% 85% 85% 85% 82% 78% 77%6锐普PPT论坛chinakui：www.rapidbbs.cn
- 8. REAL ESTATE AND IT CONSULTING/SERVICES RATED HIGHEST IN CUSTOMER SATISFACTION OF ANY INDUSTRY96% CUSTOMER SATISFACTION 95% CUSTOMER SATISFACTION Real Estate IT Services & Consultancy7锐普PPT论坛chinakui：www.rapidbbs.cn
- 9. GLOBAL 86% CUSTOMER CUSTOMER SATISFACTION BY COMPANY SIZE1-910-99100-499500-4,9995,000+91%93%90% SATISFACTION 50 The smallest companies—whether a mom-and-pop operation, small business or a tech startup—perform well across almost every industry. 010084%88%8锐普PPT论坛chinakui：www.rapidbbs.cn
- 10. Yet once these companies reach a certain scale—over 10 employees—service suffers. It’s not until companies reach scale (500 employees) and have mature processes and structures that they recover their customer service levels.WHY DO MIDDLE-CLASS COMPANIES STRUGGLE? CUSTOMER SATISFACTION BY COMPANY SIZE1-910-99100-499 500-4,999 5,000+91%93%90%0100 5084%88%9锐普PPT论坛chinakui：www.rapidbbs.cn
- 11. GLOBAL 86% CUSTOMER CUSTOMER SATISFACTION BY TARGET AUDIENCEBusinessesConsumersInternal (employees) SATISFACTION 50 Support organizations serve one of three audiences—consumers, other businesses or internal employees. Satisfaction varies widely, depending on which audience you deliver support to. 010093%82%94%10锐普PPT论坛chinakui：www.rapidbbs.cn
- 12. Support sites that service consumers score the lowest of any audience. And many consumer-facing support sites score well below 75 percent.BusinessesConsumersInternal (employees)93%94% Apparently, consumers are cranky when it comes to support. 0100 5082% YOU’D EXPECT THIS: CUSTOMER SATISFACTION BY TARGET AUDIENCE11锐普PPT论坛chinakui：www.rapidbbs.cn
- 13. Internal help desks (think of your IT team that handles employee requests for software or network help) have higher customer satisfaction ratings than help desks that support either consumers or other businesses.WHAT YOU WOULDN’T EXPECT IS THIS: CUSTOMER SATISFACTION BY TARGET AUDIENCEBusinessesConsumersInternal (employees)93%82% Perhaps IT doesn’t deserve its unhelpful stigma? 05010094%12锐普PPT论坛chinakui：www.rapidbbs.cn
- 14. 93CUSTOMER SATISFACTION BY 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%%13 Australia and Canada lead our Customer Satisfaction Index at 0% 50% *Countries with the largest economies are shown锐普PPT论坛chinakui：www.rapidbbs.cn
- 15. THE LEADERS AND LAGGARDS CUSTOMERS’ SATISFACTION BY COUNTRY*THE LEADERS SATISFACTION SCORE CROATIA: 98%100% 100% 100% 100%0% PORTUGAL: 96% 0% THAILAND: 96% 0% GREECE: 95% 0%THE LAGGARDS SATISFACTION SCORE CHINA: 59%100% 100% 100% 100%0% FRANCE: 52% 0% QATAR: 45% 0% TURKEY: 43% 0% *Minimum 100 satisfaction ratings 14锐普PPT论坛chinakui：www.rapidbbs.cn
- 16. SO WHAT DRIVESCUSTOMERSATISFACTION?15锐普PPT论坛chinakui：www.rapidbbs.cn
- 17. Bigger companies that efficiently deliver high-quality support at a large scale have the most satisfied customers.THIS IS THE WINNING FORMULAFOR CUSTOMER SATISFACTION DEVELOPED BY ZENDESK16锐普PPT论坛chinakui：www.rapidbbs.cn
- 18. CUSTOMER SATISFACTIONEFFICIENCY How well do you handle customer issues? First Response Time QUALITY What is the quality of the support you give? %of Tickets Resolved SCALE How many issues are you receiving? ### Number of Tickets17锐普PPT论坛chinakui：www.rapidbbs.cn
- 19. SIZE MATTERS Each ticket constitutes a customer interaction, making it a good measure of the frequency and scale of your customer touches. Customers increasingly serve themselves via the web through well-crafted online forums, FAQs and knowledge bases. On average, Zendesk-powered help desks handle more than 600 tickets per month, and drive more than 2,600 page views to their online forums.1,625 1,560 1,495 1,413 979 692 675 613 527 505 413 385 360 337 315 267 261 212 181Social Media Entertainment & Arts Travel, Hospitality & Tourism Retail & Wholesale Marketing Media & Telecommunications Web Applications Financial & Insurance Services Software Education Healthcare Manufacturing Technology - Hosting Technology - Hardware Personal and Business Support Services Nonprofit Professional Services Real Estate IT Services & Consultancy01,0002,000F(X) = SCALE x EFFICIENCY x QUALITY NUMBER OF TICKETS BY INDUSTRY18锐普PPT论坛chinakui：www.rapidbbs.cn
- 20. We have a limited budget and staff, so we need to make sure we’re delighting our customers as efficiently as possible. This is why first-response time is a great efficiency measure. The average first-response time across all Zendesk tickets is over 23.6 hours. Those taking more than a day to get back to customers may want to reexamine their processes.F(X) = SCALE x EFFICIENCY x QUALITY FIRST RESPONSE TIME BY INDUSTRYManufacturing MarketingEntertainment & Arts Education Financial & Insurance Services Nonprofit IT Services & Consultancy Technology - Hardware Retail & Wholesale Social Media Real Estate Healthcare Media & Telecommunications Personal and Bus. Support Services Software Professional Services Web Applications Travel, Hospitality & Tourism Technology - Hosting024hrs48hrs36hrs12hrs38.2 hrs 32.7 hrs31.5 hrs 30.8 hrs 28.6 hrs 28.3 hrs 28.2 hrs 28.1 hrs 26.6 hrs 25.9 hrs 24.8 hrs 22.9 hrs 22.7 hrs 22.3 hrs 21.5 hrs 18.2 hrs 18.1 hrs 14.7 hrs 14.5 hrs19锐普PPT论坛chinakui：www.rapidbbs.cn
- 21. IT Services & Consultancy Education Entertainment & Arts Financial & Insurance services Technology - Hardware Healthcare Technology - Hosting Manufacturing Marketing Media & Telecommunications Nonprofit Professional Services Real Estate Retail & Wholesale Social Media Software Personal & Business Support Services Travel, Hospitality & Tourism Web Applications0%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 %OFTICKETSIN1TOUCHBYINDUSTRY20 The percentage of tickets resolved in one touch across all Zendesk tickets is 85% Zendesk’s third measure is quality, which is measured by one-touch tickets. “One-touch” tickets are those resolved with only one service interaction. The higher your one-touch percentage, the higher your service quality.锐普PPT论坛chinakui：www.rapidbbs.cn
- 22. ZENDESK BENCHMARK Scale 630 Ticketsper MonthSatisfaction 86% Customer SatisfactionEfficiency 23.6hrs First-Response Time Across 15,000 Global Accounts 21锐普PPT论坛chinakui：www.rapidbbs.cn
- 23. INTERESTING ANECDOTES ABOUT SATISFACTION SCORENUMBER OF TICKETS BY INDUSTRYSATISFACTION SCORE BY INDUSTRYFIRST RESPONSE TIME BY INDUSTRYSocial MediaEntertainmentZendesk Benchmark Average77780%100%50%86###0(hrs) 10 2023.658.950 44.6 40 1,625 1,560 1,5606300(Tkt)2,0001,000 30 Low satisfaction ratings are the result of high ticket volume and slow first-response time, as evidenced by consumer-facing companies. 22锐普PPT论坛chinakui：www.rapidbbs.cn
- 24. 3 HABITS OFBEST-IN-CLASSCOMPANIES23锐普PPT论坛chinakui：www.rapidbbs.cn
- 25. Data can be overwhelming, but there are three clear behaviors thatseparate best-in-class companies from the rest:IMMEDIATE RESPONSE MATTERSYOU HAVE TO BE WHERE YOUR CUSTOMERS ARELET YOUR CUSTOMERS SERVE THEMSELVESBEST-IN-CLASS COMPANIES24锐普PPT论坛chinakui：www.rapidbbs.cn
- 26. 10:03FACTOID:100%0% 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% Companies with an average first-response time under 10 hours have customer satisfaction over 90 percent. 25锐普PPT论坛chinakui：www.rapidbbs.cn
- 27. Today, it’s critical to be available where yourcustomers want to reach you: your website,Facebook, Twitter, email, phone or chat.Companies that support their customers across multiple channels drive higher engagement andrespond faster to customer inquiries—all increasing satisfaction.BE WHERE YOUR CUSTOMERS ARE26锐普PPT论坛chinakui：www.rapidbbs.cn
- 28. LET CUSTOMERS SERVE THEMSELVES FORUM VIEW:TICKET RATIOAll Companies Software Best-in-Class Software100%0% SATISFACTION 86%100% 100% 87% 0% 93% 0%FORUM VIEWS/TICKET 4.24.07.5 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 satisfaction—especially in the software industry. 27锐普PPT论坛chinakui：www.rapidbbs.cn
- 29. THE SCIENCEABOUT28ZENDESK BENCHMARK
- 30. “WHAT’S MEASURED IMPROVES”PETER DRUCKER29
- 31. ZENDESK DELIVERS AT GLOBAL SCALE100 MILLION SERVICE INTERACTIONS PER YEAR137 15,000 SERVED MILLION65 CUSTOMERS ENTERPRISES COUNTRIES30
- 32. 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. It’s comprised of metrics based on real product usage and customer engagement.THE BENCHMARK IS MEASURED BY31
- 33. ZENDESK BENCHMARK DATA COLLECTION FROM MASSIVE CUSTOMER BASE 11,000+ Accounts with Usage Data (Q4 2011) 10,000+ Survey Respondents (Accounts) Large-Scale Demographic and Usage Data 32
- 34. Customer Satisfaction # of Tickets per Month First-Response Time Tickets per Agent % of Tickets in One TouchSatisfaction Rating from End User Total Volume of New Tickets First-Response Time During Business Hours # of Tickets Solved per Active Agent Tickets Resolved in One Human InteractionOverall Monthly Forum Traffic Measure of Customer Self-Service Click-Through Rate for Forum Searches METRICS THAT MATTER TICKETS ARE THE CORE OF SUPPORT INTERACTIONSFORUMS DRIVE CUSTOMER SELF-SERVICE # of Forum Views Forum View:Ticket Ratio Forum-Search Effectiveness 33
- 35. YOU CAN START MEASURINGTODAYYOUR CUSTOMER’SSATISFACTIONWITH ZENDESK34
- 36. 35锐普PPT论坛chinakui：www.rapidbbs.cn
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