欧美-橄榄绿CUSTOMER.pptx

CUSTOMERBY THE NUMBERSSATISFACTIONZENDESK CUSTOMER SATISFACTION INDEX,MARCH 2012TABLE OF CONTENTSWhat Drives Customer Satisfaction?About the ScienceThe Zendesk Customer Satisfaction Index3 Habits of Best-in-Class Companies1YESTERDAYSegregated by channelDisconnected from businessTreated as a cost centerSubpar consumer experienceTODAYInterconnected channel supportClosely tied to marketing/salesTreated as a revenue engineCritical to consumer experienceNEW CUSTOMER SUPPORT2$338.5BTheamountbad customer servicecostsmajor countries aroundtheworld annuallySOURCE:GENESYS GLOBALSURVEY$289Average valueof eachlostbusinessrelationshipinthe U.S.82%Percentageof Americanswho saidtheystoppeddoing businesswith acompanybecause ofpoor customer serviceSATISFACTION COUNTSWhen it comes to customer service,satisfaction is what mattersmost.In fact,bad customer service can cost you billions.3Zendesks Customer Satisfaction Index delivers a periodic measure ofcustomer satisfaction by collecting data from more than 15,000companies serving 65 million consumers across 137 countries.CUSTOMER SATISFACTION INDEX4This global CustomerSatisfaction Index isthe result of a simplequestion asked tomillions of customersat the end of a serviceinteraction:“Howwould you rate theservice you received?”GLOBAL86%CUSTOMERSATISFACTIONGLOBAL BENCHMARK5CUSTOMER SATISFACTIONBY INDUSTRYReal EstateIT Services&ConsultancyHealthcareProfessional ServicesPersonal&Business Support ServicesFinancial&Insurance ServicesNonprofitEducationTechnology-HostingTravel,Hospitality&TourismMedia&TelecommunicationsSoftwareWeb ApplicationsTechnology-HardwareManufacturingMarketingRetail&WholesaleSocial MediaEntertainment&ArtsGLOBAL86%CUSTOMERSATISFACTIONZendesk 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%6REAL ESTATE AND IT CONSULTING/SERVICESRATED HIGHEST IN CUSTOMER SATISFACTION OF ANY INDUSTRY96%CUSTOMERSATISFACTION95%CUSTOMERSATISFACTIONReal EstateIT Services&Consultancy7GLOBAL86%CUSTOMERCUSTOMER SATISFACTIONBY COMPANY SIZE1-910-99100-499 500-4,999 5,000+91%93%90%SATISFACTION50The smallestcompanieswhether amom-and-pop operation,smallbusiness or a techstartupperform well acrossalmost every industry.010084%88%8Yet once these companiesreach a certain scaleover 10employeesservice suffers.Its not until companies reachscale(500 employees)andhave mature processes andstructures that they recovertheir customer service levels.WHY DO MIDDLE-CLASS COMPANIES STRUGGLE?CUSTOMER SATISFACTIONBY COMPANY SIZE1-910-99100-499 500-4,999 5,000+91%93%90%01005084%88%9GLOBAL86%CUSTOMERCUSTOMER SATISFACTIONBY TARGET AUDIENCEBusinessesConsumers Internal(employees)SATISFACTION50Support organizations serve one ofthree audiencesconsumers,otherbusinesses or internal employees.Satisfaction varies widely,dependingon which audience you deliversupport to.010093%82%94%10Support sites that serviceconsumers score the lowest ofany audience.And manyconsumer-facing support sitesscore well below 75 percent.BusinessesConsumers Internal(employees)93%94%Apparently,consumers arecranky when it comes tosupport.01005082%YOUD EXPECT THIS:CUSTOMER SATISFACTIONBY TARGET AUDIENCE11Internal help desks(think of yourIT team that handles employeerequests for software or networkhelp)have higher customersatisfaction ratings 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%1293CUSTOMER 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 with the largest economies are shownTHE 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%100%0%FRANCE:52%0%QATAR:45%0%TURKEY:43%0%*Minimum 100 satisfaction ratings14SO WHAT DRIVESCUSTOMERSATISFACTION?15Bigger companies that efficiently deliver high-quality support at a largescale have the most satisfied customers.THIS IS THE WINNING FORMULAFOR CUSTOMER SATISFACTION DEVELOPED BY ZENDESK16CUSTOMER SATISFACTIONEFFICIENCYHow welldo you handlecustomer issues?First ResponseTimeQUALITYWhat is the qualityof the support yougive?%of TicketsResolvedSCALEHow many issuesare you receiving?#Number ofTickets17SIZE 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 than600 tickets per month,anddrive more than 2,600 pageviews to their online forums.1,6251,5601,4951,413979692675613527505413385360337315267261212181Social MediaEntertainment&ArtsTravel,Hospitality&TourismRetail&WholesaleMarketingMedia&TelecommunicationsWeb ApplicationsFinancial&Insurance ServicesSoftwareEducationHealthcareManufacturingTechnology-HostingTechnology-HardwarePersonal and Business Support ServicesNonprofitProfessional ServicesReal EstateIT Services&Consultancy01,0002,000F(X)=SCALE x EFFICIENCY x QUALITYNUMBER OF TICKETS BY INDUSTRY18We have a limited budget and 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 processes.F(X)=SCALE x EFFICIENCY x QUALITYFIRST RESPONSE TIME BY INDUSTRYManufacturingMarketingEntertainment&ArtsEducationFinancial&Insurance ServicesNonprofitIT Services&ConsultancyTechnology-HardwareRetail&WholesaleSocial MediaReal EstateHealthcareMedia&TelecommunicationsPersonal and Bus.Support ServicesSoftwareProfessional ServicesWeb ApplicationsTravel,Hospitality&TourismTechnology-Hosting024hrs48hrs36hrs12hrs38.2 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 hrs19IT Services&ConsultancyEducationEntertainment&ArtsFinancial&Insurance servicesTechnology-HardwareHealthcareTechnology-HostingManufacturingMarketingMedia&TelecommunicationsNonprofitProfessional ServicesReal EstateRetail&WholesaleSocial MediaSoftwarePersonal&Business Support ServicesTravel,Hospitality&TourismWeb 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%OFTICKETSIN1TOUCHBYINDUSTRY20The percentage oftickets resolved in onetouch across all Zendesktickets is 85%Zendesks third measure isquality,which is measured byone-touch tickets.“One-touch”tickets are thoseresolved with only one serviceinteraction.The higher yourone-touch percentage,thehigher your service quality.ZENDESK BENCHMARKScale630TicketsperMonthSatisfaction86%CustomerSatisfactionEfficiency23.6hrsFirst-ResponseTimeAcross 15,000 Global Accounts21INTERESTING 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 1,5606300(Tkt)2,0001,00030Low satisfaction ratings are the result of high ticket volume and slowfirst-response time,as evidenced by consumer-facing companies.223 HABITS OFBEST-IN-CLASSCOMPANIES23Data 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 COMPANIES2410:03FACTOID:100%0%IMMEDIATE RESPONSEThe clock begins ticking themoment you receive a ticket.Responding quickly has the singlegreatest impact on customersatisfaction.ON HOLD90%Companies with an average first-responsetime under 10 hours have customersatisfaction over 90 percent.25Today,its critical to beavailable where yourcustomers want to reachyou:your website,Facebook,Twitter,email,phone or chat.Companies that supporttheir customers acrossmultiple channels drivehigher engagement andrespond faster to customerinquiriesall increasingsatisfaction.BE WHERE YOUR CUSTOMERS ARE26LET CUSTOMERS SERVE THEMSELVESFORUM VIEW:TICKET RATIOAll CompaniesSoftwareBest-in-ClassSoftware100%0%SATISFACTION86%100%100%87%0%93%0%FORUM VIEWS/TICKET4.24.07.5Companies that offer rich self-service customer support forumsand FAQs have a higher level of customer satisfaction.Best-in-class companies invest in self-service,and those withhigher forum traffic drive greater satisfactionespecially in thesoftware industry.27THE SCIENCEABOUT28ZENDESK BENCHMARK“WHATS MEASURED IMPROVES”PETER DRUCKER29ZENDESK DELIVERS AT GLOBAL SCALE100MILLIONSERVICEINTERACTIONSPER YEAR137 15,000 SERVED MILLION65 CUSTOMERS ENTERPRISES COUNTRIES30INSIGHTS BASED ON ACTUAL HELP DESK USAGE:We offer the metrics you need to measure your support volume,helpdesk efficiency and quality of engagement.LOADS OF COMPARISONS:With the Zendesk Benchmark,you can compare yourself to the overallpopulation of Zendesk-powered help desks,to your industry peers,tocompanies 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.THE BENCHMARK IS MEASURED BY31ZENDESK BENCHMARKDATA COLLECTION FROM MASSIVE CUSTOMER BASE11,000+Accounts withUsage Data(Q4 2011)10,000+SurveyRespondents(Accounts)Large-Scale Demographic and Usage Data32Customer Satisfaction#of Tickets per MonthFirst-Response TimeTickets per 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 SearchesMETRICS THAT MATTERTICKETS ARE THE CORE OF SUPPORT INTERACTIONSFORUMS DRIVE CUSTOMER SELF-SERVICE#of Forum ViewsForum View:Ticket RatioForum-Search Effectiveness33YOU CAN START MEASURINGTODAYYOUR CUSTOMERSSATISFACTIONWITH ZENDESK3435