客户满意度提升的新模式

CUSTOMERBYTHENUMBERSSATISFACTIONZENDESK

CUSTOMER

SATISFACTION

INDEX,

MARCH

2012TABLE

OF

CONTENTSWhat

Drives

Customer

Satisfaction?About

the

ScienceThe

Zendesk

Customer

Satisfaction

Index3

Habits

of

Best-in-Class

Companies1

YESTERDAYSegregated

by

channelDisconnected

from

businessTreated

as

a

cost

centerSubpar

consumer

experience

TODAYInterconnected

channel

supportClosely

tied

to

marketing/salesTreated

as

a

revenue

engineCritical

to

consumer

experienceNEW

CUSTOMER

SUPPORT2更多PPT：XZX

$338.5BTheamountbad

customer

service

costsmajor

countries

aroundthe

world

annually

SOURCE:

GENESYS

GLOBALSURVEY

$289

Average

valueof

eachlostbusinessrelationshipinthe

U.S.

82%

Percentageof

Americanswho

saidtheystoppeddoing

businesswith

acompany

because

ofpoor

customer

service

SATISFACTION

COUNTSWhen

it

comes

to

customer

service,

satisfaction

is

what

matters

most.

In

fact,

bad

customer

service

can

cost

you

billions.3更多PPT：XZXZendesk’s

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

INDEX4更多PPT：XZXThis

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

BENCHMARK5更多PPT：XZXCUSTOMER

SATISFACTION

BY

INDUSTRYReal

EstateIT

Services

&

ConsultancyHealthcareProfessional

ServicesPersonal

&

Business

Support

ServicesFinancial

&

Insurance

ServicesNonprofitEducationTechnology

-

HostingTravel,

Hospitality

&

TourismMedia

&

TelecommunicationsSoftwareWeb

ApplicationsTechnology

-

HardwareManufacturingMarketingRetail

&

WholesaleSocial

MediaEntertainment

&

Arts

GLOBAL

86%

CUSTOMER

SATISFACTIONZendesk

customers

all

interactdirectly

with

their

end

customers,and

all

want

to

delight

those

endcustomers.But

satisfaction

varies

vastlyacross

industries–some

expected,some

not.050%100%96%95%94%94%94%93%93% wtt% wtt% wtt%88%87%86%85%85%85%82%78%77%6更多PPT：XZX

REAL

ESTATE

AND

IT

CONSULTING/SERVICESRATED

HIGHEST

IN

CUSTOMER

SATISFACTION

OF

ANY

INDUSTRY96%CUSTOMERSATISFACTION95%CUSTOMERSATISFACTION

Real

Estate

IT

Services&

Consultancy7更多PPT：XZXGLOBAL86%CUSTOMER

CUSTOMER

SATISFACTIONBY

COMPANY

SIZE1-910-99100-499500-4,9995,000+wtt%93%90%

SATISFACTION50

The

smallest

companies—whether

a

mom-and-pop

operation,

small

business

or

a

tech

startup—perform

well

across

almost

every

industry.

010084%88%8更多PPT：XZXYet

once

these

companiesreach

a

certain

scale—over

10employees—service

suffers.It’s

not

until

companies

reachscale

(500

employees)

andhave

mature

processes

andstructures

that

they

recovertheir

customer

service

levels.WHY

DO

MIDDLE-CLASS

COMPANIES

STRUGGLE?

CUSTOMER

SATISFACTION

BY

COMPANY

SIZE1-910-99100-499

500-4,999

5,000+wtt%93%90%0100

5084%88%9更多PPT：XZXGLOBAL86%CUSTOMER

CUSTOMER

SATISFACTIONBY

TARGET

AUDIENCEBusinessesConsumersInternal

(employees)

SATISFACTION50

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更多PPT：XZXSupport

sites

that

serviceconsumers

score

the

lowest

ofany

audience.

And

manyconsumer-facing

support

sitesscore

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更多PPT：XZXInternal

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

WOULDN’T

EXPECT

IS

THIS:

CUSTOMER

SATISFACTION

BY

TARGET

AUDIENCEBusinessesConsumersInternal

(employees)93%82%

Perhaps

IT

doesn’t

deserve

its

unhelpful

stigma?05010094%12更多PPT：XZX93CUSTOMER

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

at0%

50%

*Countries

with

the

largest

economies

are

shown更多PPT：XZXTHE

LEADERS

AND

LAGGARDS CUSTOMERS’SATISFACTIONBYCOUNTRY*THE

LEADERS

SATISFACTION

SCORE

CROATIA:

98%100%100%100%100%0%

PORTUGAL:

96%0%

THAILAND:

96%0%

GREECE:

95%0%THE

LAGGARDSSATISFACTION

SCORE

CHINA:

59%100%100%100%100%0%

FRANCE:

52%0%

QATAR:

45%0%

TURKEY:

43%0%

*Minimum

100

satisfaction

ratings14更多PPT：XZXSO

WHAT

DRIVESCUSTOMERSATISFACTION?15更多PPT：XZXBigger

companies

that

efficiently

deliver

high-quality

support

at

a

largescale

have

the

most

satisfied

customers.THIS

IS

THE

WINNING

FORMULAFOR

CUSTOMER

SATISFACTION

DEVELOPED

BY

ZENDESK16更多PPT：XZXCUSTOMER

SATISFACTIONEFFICIENCY

How

well

do

you

handle

customer

issues?

First

Response

Time

QUALITYWhat

is

the

quality

of

the

support

you

give?

%of

Tickets

Resolved

SCALE

How

many

issuesare

you

receiving?

###

Number

of

Tickets17更多PPT：XZXSIZE

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

xEFFICIENCYxQUALITY

NUMBER

OF

TICKETS

BY

INDUSTRY18更多PPT：XZXWe

have

a

limited

budget

and

staff,so

we

need

to

make

sure

we’redelighting

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)=SCALEx

EFFICIENCY

xQUALITYFIRST

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

hrs19更多PPT：XZXIT

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)=SCALExEFFICIENCYx

QUALITY%OFTICKETSIN1TOUCHBYINDUSTRY20

The

percentage

of

tickets

resolved

in

one

touch

across

all

Zendesk

tickets

is

85%Zendesk’s

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.更多PPT：XZXZENDESK

BENCHMARK

Scale630

Ticketsper

MonthSatisfaction

86%

Customer

SatisfactionEfficiency23.6hrs

First-Response

Time

Across

15,000

Global

Accounts21更多PPT：XZXINTERESTING

ANECDOTES

ABOUT

SATISFACTION

SCORENUMBER

OF

TICKETSBY

INDUSTRYSATISFACTION

SCOREBY

INDUSTRYFIRST

RESPONSE

TIMEBY

INDUSTRYSocial

MediaEntertainmentZendesk

Benchmark

Average77780%100%50%86###0(hrs)

102023.658.950

44.640

1,6251,560

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更多PPT：XZX3

HABITS

OFBEST-IN-CLASSCOMPANIES23更多PPT：XZXData

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更多PPT：XZX10:03FACTOID:100%0%

IMMEDIATE

RESPONSEThe

clock

begins

ticking

themoment

you

receive

a

ticket.Responding

quickly

has

the

singlegreatest

impact

on

customersatisfaction.

ONHOLD

90%

Companies

with

an

average

first-response

time

under

10

hours

have

customer

satisfaction

over

90

percent.25更多PPT：XZXToday,

it’s

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

customerinquiries—all

increasingsatisfaction.BE

WHERE

YOUR

CUSTOMERS

ARE26更多PPT：XZXLET

CUSTOMERS

SERVE

THEMSELVES

FORUM

VIEW:TICKET

RATIOAll

Companies

SoftwareBest-in-Class

Software100%0%

SATISFACTION86%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更多PPT：XZXTHESCIENCEABOUT28ZENDESK

BENCHMARK“WHAT’S

MEASURED

IMPROVES”PETER

DRUCKER29ZENDESKDELIVERSATGLOBALSCALE100

MILLION

SERVICE

INTERACTIONS

PER

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