ZENDESK’S LATEST BENCHMARK REPORT PROVES IT’S GOOD TO TALK WHEN IT COMES TO SATISFIED CUSTOMERS
Customers who choose live chat for customer service are satisfied a higher percentage of the time than those who call, email, or use social media channels, according to findings of the quarterly Zendesk Benchmark report.
The report examines the rising popularity of live chat as a customer service channel.
“Customers are gravitating more towards live chat as their preferred channel,” said Jason Maynard, senior manager of data and analytics at Zendesk. “Organisations who use live chat move customer requests away from web forms and feedback tabs to real-time chat, where questions can be answered directly in the web or mobile experience.”
Another finding shows that customers appear to like a more back-and-forth style of conversation. Specifically — live chat customer satisfaction increases as the number of chat messages exchanged increases.
Satisfaction By Channels
Live Chat – 92%
Voice – 88%
Web Form – 85%
Email – 85%
Facebook – 84%
Twitter – 77%
Other Key Findings
- The most popular time to live chat an agent was between 10AM and 3PM local time. More than 50 percent of chats occurred at this time.
- With live chat, organisations who receive tickets via their website have fewer requests submitted through their web forms after adding live chat, showing that many customers prefer to talk in real time when they are using the company website.
- The number of messages exchanged alone doesn’t just impact customer satisfaction, the time to first reply and the size of a customer service agent’s chat workload are also important factors. Although agents can manage multiple conversations at once, they do hit a limit on how many chats they can handle before it hurts customer satisfaction.
- Agents using live chat in Mexico have the most chat conversations — managing the highest volume of chats.
- Agents in Denmark keep things fast and simple — they deliver the swiftest reply times and are the most concise.
Global Customer Satisfaction Rises
As with previous reports, the Zendesk Benchmark also examines overall customer satisfaction by country and industry, focused on the largest increases and decreases during the quarter.
Global customer satisfaction in the first quarter of 2015 lifted slightly to 95 percent. In country news, Philippines, Indonesia, and Colombia posted the greatest gains to customer satisfaction, while New Zealand and Belgium spent their third quarter in a row as the top two customer satisfaction leaders.
Canada bumped out Ireland for the third place spot, moving from sixth place last quarter.
Among industries, social media, web hosting, and manufacturing and computer hardware were the most improved. Government and nonprofit, IT services & consultancy, and healthcare continue to occupy the top three positions.