Zendesk Benchmark: Customer Satisfaction Rebounds Globally
SAN FRANCISCO, CA–August 8, 2013–Customer satisfaction is on the rise globally after more than a year in decline, according to the quarterly Zendesk Benchmark report released today. For the second quarter of 2013, the average customer satisfaction rating reached 81 percent a jump of 3 percentage points from the prior quarterits highest level since the first quarter of 2012. The rebound comes as industries with historically poor ratings, including financial and insurance services, saw recent gains and as global consumer confidence has improved in a similar trend.
”Companies in most industries throughout the world are seeing gains in customer satisfaction right when consumers are ready to spend more,” said Sam Boonin, research lead for the Zendesk Benchmark and vice president of products at Zendesk.
The report is produced by Zendesk, a global provider of software for better customer service, and tracks customer satisfaction and service trends each quarter based on actual interactions between 16,000 participating companies and their customers. Download the full Zendesk Benchmark report for Q2 2013 at: www.zendesk.com/resources/customer-service-benchmark
U.S. Falls Short of Top 10
Customer satisfaction in the United States improved to 82 percent (up 2 percentage points), but it still wasnt enough to reach the top 10 of countries. It notably was behind Russia (No. 9) and its neighbors Canada (No. 2) and Mexico (No. 10). New Zealand led all countries with 92 percent satisfaction.
Customer Satisfaction by Country
— New Zealand: 92% (-1 percentage point change from Q1)
— Canada: 91% (+4 percentage points)
— Australia: 89% (+4 percentage points)
— United Arab Emirates: 58% (+5 percentage point change from Q1)
— South Africa: 60% (+16 percentage points)
— Turkey: 68% (+3 percentage points)
Customer Satisfaction by Industry
— Education: 95% (no change from Q1)
— IT Services & Consultancy: 95% (-1 percentage point)
— Real Estate: 94% (no change)
— Social Media: 64% (+2 percentage point change from Q1)
— Media & Telecommunications: 73% (no change)
— Entertainment & Gaming: 76% (+4 percentage points)
Customers Seek Self Service and Mobile
This quarters Zendesk Benchmark report also examined trends in customer self-service and introduced a new metric, the Self-Service Score. Globally, for every four people helping themselves in forums and communities, one is submitting a requesta Self-Service Score of 4.1. The score represents the number of customers using self-service tools such as online forums and communities for every customer submitting a request for support. The higher the score, the more effectively self-service tools serve customers.
Customers also are increasingly turning to mobile to help themselves. Over the past year, the percentage of customers accessing self-service content from their mobile devices has grown 50 percent. It reached 26 percent for the second quarter of 2013, compared to 17 percent in the same period a year earlier, according to the Zendesk Benchmark.
”The mobile consumer expects to find information with just a few swipes of a touch screen,” Boonin said. “Companies are moving quickly to offer customer self service thats just as good on a four-inch screen as it is on a big screen.”
Mobile self-service usage is drastically higher in some industries, such as media (84%) and social media (57%). Industries with the some of the lowest customer preference for mobile include finance and insurance services (11%), education (10%) and software (10%).
About the Zendesk Benchmark
The Zendesk Benchmark is based on actual customer service and support interactions between 16,000 participating companies and their customers across 125 countries. Introduced in March 2012, it allows companies to compare their customer service performance against industry peers. Its measures key metrics around customer support efficiency, customer self-service behavior, and levels of customer engagement. Customer satisfaction is based on the percentage of positive responses to the question of whether or not a customer was satisfied with a customer service interaction. For a country to be included in the quarterly report, it must have a minimum of 10,000 responses during the quarter.
Zendesk builds cloud software for better customer service, bringing companies and their customers closer together. With Zendesk, companies engage directly and openly with customers, building more meaningful customer relationships that last a lifetime. More than 30,000 companies, such as Gilt Groupe, Disney and Box, use Zendesk to provide service to more than 200 million people worldwide. Founded in 2007 and based in San Francisco, Zendesk has offices in seven countries and funding from Charles River Ventures, Benchmark Capital, Goldman Sachs, GGV Capital, Index Ventures, Matrix Partners and Redpoint Ventures. Learn more at www.zendesk.com.