CUSTOMER BY THE NUMBERS SATISFACTION ZENDESK CUSTOMER SATISFACTION INDEX, MARCH 2012 TABLE OF CONTENTS What Drives Customer Satisfaction? About the Science The Zendesk Customer Satisfaction Index 3 Habits of Best-in-Class Companies 1 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 experience NEW CUSTOMER SUPPORT 2 $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 Zendesks 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 INDEX 4 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 SATISFACTION GLOBAL BENCHMARK 5 CUSTOMER SATISFACTION BY INDUSTRY Real 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 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% 6 REAL ESTATE AND IT CONSULTING/SERVICES RATED HIGHEST IN CUSTOMER SATISFACTION OF ANY INDUSTRY 96% CUSTOMER SATISFACTION 95% CUSTOMER SATISFACTION Real Estate IT Services & Consultancy 7 GLOBAL 86% CUSTOMER CUSTOMER SATISFACTION BY COMPANY SIZE 1-910-99100-499 500-4,999 5,000+ 91% 93% 90% SATISFACTION 50 The smallest companieswhether a mom-and-pop operation, small business or a tech startupperform well across almost every industry. 0 100 84% 88% 8 Yet once these companies reach a certain scaleover 10 employeesservice suffers. Its 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 SIZE 1-910-99100-499 500-4,999 5,000+ 91% 93% 90% 0 100 50 84% 88% 9 GLOBAL 86% CUSTOMER CUSTOMER SATISFACTION BY TARGET AUDIENCE BusinessesConsumers Internal (employees) 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. 0 100 93% 82% 94% 10 Support sites that service consumers score the lowest of any audience. And many consumer-facing support sites score well below 75 percent. BusinessesConsumers Internal (employees) 93% 94% Apparently, consumers are cranky when it comes to support. 0 100 50 82% YOUD EXPECT THIS: CUSTOMER SATISFACTION BY TARGET AUDIENCE 11 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 WOULDNT EXPECT IS THIS: CUSTOMER SATISFACTION BY TARGET AUDIENCE BusinessesConsumers Internal (employees) 93% 82% Perhaps IT doesnt deserve its unhelpful stigma? 0 50 100 94% 12 93 CUSTOMER 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 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 SO WHAT DRIVES CUSTOMER SATISFACTION? 15 Bigger companies that efficiently deliver high-quality support at a large scale have the most satisfied customers. THIS IS THE WINNING FORMULA FOR CUSTOMER SATISFACTION DEVEL