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CUSTOMERBYTHENUMBERSSATISFACTIONZENDESKCUSTOMERSATISFACTIONINDEX,MARCH2012TABLEOFCONTENTSWhatDrivesCustomerSatisfaction?AbouttheScienceTheZendeskCustomerSatisfactionIndex3HabitsofBest-in-ClassCompanies1YESTERDAYSegregatedbychannelDisconnectedfrombusinessTreatedasacostcenterSubparconsumerexperienceTODAYInterconnectedchannelsupportCloselytiedtomarketing/salesTreatedasarevenueengineCriticaltoconsumerexperienceNEWCUSTOMERSUPPORT2$338.5BTheamountbadcustomerservicecostsmajorcountriesaroundtheworldannuallySOURCE:GENESYSGLOBALSURVEY$289AveragevalueofeachlostbusinessrelationshipintheU.S.82%PercentageofAmericanswhosaidtheystoppeddoingbusinesswithacompanybecauseofpoorcustomerserviceSATISFACTIONCOUNTSWhenitcomestocustomerservice,satisfactioniswhatmattersmost.Infact,badcustomerservicecancostyoubillions.3Zendesk’sCustomerSatisfactionIndexdeliversaperiodicmeasureofcustomersatisfactionbycollectingdatafrommorethan15,000companiesserving65millionconsumersacross137countries.CUSTOMERSATISFACTIONINDEX4ThisglobalCustomerSatisfactionIndexistheresultofasimplequestionaskedtomillionsofcustomersattheendofaserviceinteraction:“Howwouldyouratetheserviceyoureceived?”GLOBAL86%CUSTOMERSATISFACTIONGLOBALBENCHMARK5CUSTOMERSATISFACTIONBYINDUSTRYRealEstateITServices&ConsultancyHealthcareProfessionalServicesPersonal&BusinessSupportServicesFinancial&InsuranceServicesNonprofitEducationTechnology-HostingTravel,Hospitality&TourismMedia&TelecommunicationsSoftwareWebApplicationsTechnology-HardwareManufacturingMarketingRetail&WholesaleSocialMediaEntertainment&ArtsGLOBAL86%CUSTOMERSATISFACTIONZendeskcustomersallinteractdirectlywiththeirendcustomers,andallwanttodelightthoseendcustomers.Butsatisfactionvariesvastlyacrossindustries–someexpected,somenot.050%100%96%95%94%94%94%93%93%91%91%91%88%87%86%85%85%85%82%78%77%6REALESTATEANDITCONSULTING/SERVICESRATEDHIGHESTINCUSTOMERSATISFACTIONOFANYINDUSTRY96%CUSTOMERSATISFACTION95%CUSTOMERSATISFACTIONRealEstateITServices&Consultancy7GLOBAL86%CUSTOMERCUSTOMERSATISFACTIONBYCOMPANYSIZE1-910-99100-499500-4,9995,000+91%93%90%SATISFACTION50Thesmallestcompanies—whetheramom-and-popoperation,smallbusinessoratechstartup—performwellacrossalmosteveryindustry.010084%88%8Yetoncethesecompaniesreachacertainscale—over10employees—servicesuffers.It’snotuntilcompaniesreachscale(500employees)andhavematureprocessesandstructuresthattheyrecovertheircustomerservicelevels.WHYDOMIDDLE-CLASSCOMPANIESSTRUGGLE?CUSTOMERSATISFACTIONBYCOMPANYSIZE1-910-99100-499500-4,9995,000+91%93%90%01005084%88%9GLOBAL86%CUSTOMERCUSTOMERSATISFACTIONBYTARGETAUDIENCEBusinessesConsumersInternal(employees)SATISFACTION50Supportorganizationsserveoneofthreeaudiences—consumers,otherbusinessesorinternalemployees.Satisfactionvarieswidely,dependingonwhichaudienceyoudeliversupportto.010093%82%94%10Supportsitesthatserviceconsumersscorethelowestofanyaudience.Andmanyconsumer-facingsupportsitesscorewellbelow75percent.BusinessesConsumersInternal(employees)93%94%Apparently,consumersarecrankywhenitcomestosupport.01005082%YOU’DEXPECTTHIS:CUSTOMERSATISFACTIONBYTARGETAUDIENCE11Internalhelpdesks(thinkofyourITteamthathandlesemployeerequestsforsoftwareornetworkhelp)havehighercustomersatisfactionratingsthanhelpdesksthatsupporteitherconsumersorotherbusinesses.WHATYOUWOULDN’TEXPECTISTHIS:CUSTOMERSATISFACTIONBYTARGETAUDIENCEBusinessesConsumersInternal(employees)93%82%PerhapsITdoesn’tdeserveitsunhelpfulstigma?05010094%1293CUSTOMERSATISFACTIONBYCOUNTRY*UNITEDSTATES:87%UNITEDKINGDOM: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%%13AustraliaandCanadaleadourCustomerSatisfactionIndexat0%50%*CountrieswiththelargesteconomiesareshownTHELEADERSANDLAGGARDSCUSTOMERS’SATISFACTIONBYCOUNTRY*THELEADERSSATISFACTIONSCORECROATIA:98%100%100%100%100%0%PORTUGAL:96%0%THAILAND:96%0%GREECE:95%0%THELAGGARDSSATISFACTIONSCORECHINA:59%100%100%100%100%0%FRANCE:52%0%QATAR:45%0%TURKEY:43%0%*Minimum100satisfactionratings14SOWHATDRIVESCUSTOMERSATISFACTION?15Biggercompaniesthatefficientlydeliverhigh-qualitysupportatalargescalehavethemostsatisfiedcustomers.THISISTHEWINNINGFORMULAFORCUSTOMERSATISFACTIONDEVELOPEDBYZENDESK16CUSTOMERSATISFACTIONEFFICIENCYHowwelldoyouhandlecustomerissues?FirstResponseTimeQUALITYWhatisthequalityofthesupportyougive?%ofTicketsResolvedSCALEHowmanyissuesareyoureceiving?###NumberofTickets17SIZEMATTERSEachticketconstitutesacustomerinteraction,makingitagoodmeasureofthefrequencyandscaleofyourcustomertouches.Customersincreasinglyservethemselvesviathewebthroughwell-craftedonlineforums,FAQsandknowledgebases.Onaverage,Zendesk-poweredhelpdeskshandlemorethan600ticketspermonth,anddrivemorethan2,600pageviewstotheironlineforums.1,6251,5601,4951,413979692675613527505413385360337315267261212181SocialMediaEntertainment&ArtsTravel,Hospitality&TourismRetail&WholesaleMarketingMedia&TelecommunicationsWebApplicationsFinancial&InsuranceServicesSoftwareEducationHealthcareManufacturingTechnology-HostingTechnolog