Happy Customers = Good Business
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At the 2012 MagentoLive UK event, Zendesk talked about the importance of customer satisfaction especially for retail and e-commerce businesses, as well as how to effectively measure customer feedback. We also shared some interesting retail benchmark data.
Transcript of Happy Customers = Good Business
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HAPPY CUSTOMERS = GOOD BUSINESS!
This presentation is brought to you by…!
WE MAKE CUSTOMER SERVICE SOFTWARE!
4
Easy To Try, Buy, Implement,
& Use
Easy-to-Use Analytics and
Benchmarking
©COPYRIGHT ZENDESK INC 2012
Multi-Channel Customer Interaction
WE’RE GLOBAL!
• 20,000+ customers!• 140+ countries!• 100,000,000+
customers served!• 100,000,000+ service
interactions per year!• 1,000,000,000+ total
interactions!
ZENDESK MEETS E-COMMERCE!
and about 3,500 small e-commerce businesses!and about 600 Magento customers !
“CLICK TO ADD” SUPPORT CHANNELS!
CUSTOMER SERVICE WHERE YOU “LIVE”!
A COMPLETE VIEW OF THE CUSTOMER!
Multi-channel interactions:!Customer engagement wherever
the customers are!
A united business:!The lines between sales/support/
marketing are blurring!
MEASURING CUSTOMER SATISFACTION!
WHY MEASURE CUSTOMER SAT!
WHY MEASURE CUSTOMER SAT!
Your customers will respond if you ask them!
WHY MEASURE CUSTOMER SAT!
You can brag about it (if it’s good)!
WHY MEASURE CUSTOMER SAT!
You can identify happy customers…!
…and market to them.!!!
HOW TO MEASURE CUSTOMER SAT!
Ask for feedback every time. And keep it simple. !
HOW TO MEASURE CUSTOMER SAT!
Ask for feedback regularly. !
GEEKING OUT IS EASY!!
INVESTING IN CUSTOMER SATISFACTION!
WHY INVEST IN CUSTOMER SAT!
*Source: White House Office of Consumer Affairs!
On average, loyal customers are worth up to 10 times as much as their first purchase.!
WHY INVEST IN CUSTOMER SAT!
90%!*Source: Customer Experience Impact Report by Harris Interactive/RightNow!
Almost 9 out of 10 U.S. consumers say they would pay more to ensure a superior customer experience. !
WHY INVEST IN CUSTOMER SAT!
*Source: White House Office of Consumer Affairs!
News of bad customer service reaches more than twice as many ears as praise for a good service experience. !
WHY INVEST IN CUSTOMER SAT!
Faster resolution times = lower resolution
costs!!
*Based on findings from the UK Institute of Customer Service!
WHY INVEST IN CUSTOMER SAT!
• Increased first-touch resolution from 78% to 85%!
• Average ticket resolution is less than 24 hours!
• Promote an above average NPS within their industry!
• Customer satisfaction: 84%, up from 78% over the last 6 months and climbing!
• 20% increase in agent productivity with 457 solved tickets per month per agent!
• 96% of all tickets answered at first touch!
• Decreased first response times from 37 hours to 7 hours within 7 months, with today’s average response time at 5.3 hours!
• 20% reduction in support costs!• Customer satisfaction: 94%!
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BENCHMARKING E-COMMERCE!
E-COMMERCE = EARLY ADOPTERS!
Ticket channel usage for retail industry!
Ticket channel usage for average benchmark!
Web forums!
Feedback tab!
Facebook!
Voice!
Chat!
Twitter!
22%!
23%!
25%!
9%!
8%!
7%!
17%!
16%!
7%!
5%!
3%!
3%!
THE ZENDESK BENCHMARK!
FIRST RESPONSE TIMES (Hrs)!
Zendesk Average!26.3 !
Retail Average!23.6!
Retail Best-In-Class!<12!
CUSTOMER SATISFACTION!
Zendesk Average!82%!
Retail Average!77%!
Retail Best-In-Class!89%!
F#@KING SANTA CLAUS!!
70.0%!
72.0%!
74.0%!
76.0%!
78.0%!
80.0%!
82.0%!
84.0%!
86.0%!
Jun! Jul! Aug! Sep! Oct! Nov! Dec! Jan! Feb! Mar! Apr! May!
Satisfaction Rating! Satisfaction (Retail)!
STATING THE OBVIOUS!
Faster first response times = higher
customer satisfaction!
BENCHMARKING EFFECTIVENESS IN CUSTOMER SERVICE!
THE SECRET FORMULA!
ONE-TOUCH TICKETS!
Zendesk Average!85%!
Retail Average!82%!
Retail Best-In-Class!97%!
TICKETS PER AGENT!
Zendesk Average!116!
Retail Average!228!
Retail Best-In-Class!658!
FORUM VIEWS PER TICKET!
Zendesk Average!1.5:1!
Retail Average!.86:1!
Retail Best-In-Class!12:1!
OUR STATS (FWIW)!
Customer Sat!96%!
First Response (Hrs)!25.1!
Forum Views:Ticket!22:1!
Tickets/Agent!15:1, 8:1!
First Response (Hrs)!82%!
SUMMARY RECOMMENDATIONS!
• Retail leads in multi-channel support (you should too!)!
• Think “interaction” not “support”!
• Measure customer satisfaction to create a baseline!
• Set simple measurable goals, and measure them!
• Scale x Efficiency x Quality = Effectiveness!
THANK YOU!!
