Zendesk Benchmark: Customer Satisfaction on the Rise Worldwide (Germany)

Report examines worldwide customer service quality by country and industry; Emerging markets such as Brazil and Russia on the rise; Response time has high impact on satisfaction; Germany does well in international ranking but reports lower customer satisfaction

SAN FRANCISCO, CA/ BERLIN, GERMANY - October 31, 2013 - After customer service quality had declined worldwide since the beginning of 2012, companies around the world reported increasing customer satisfaction for the second straight quarter. This is the finding of customer service software provider Zendesk (de.zendesk.com) in its latest quarterly Zendesk Benchmark Report. In the third quarter of 2013, the average customer satisfaction score worldwide was as 82 percent, the highest level since the first quarter of 2012.

The greatest growth was in emerging economies such as Brazil and Russia – while Russia made it into the top 3, the increases in Brazil were not quite enough to place the country in the top 10. The improved customer satisfaction in traditionally lagging sectors such as social media or telecommunications contributed to the global improvement of the level.

Germany weakens

Germany ranks 14th in international comparison and thus has moved up one place compared to the last quarter. However, New Zealand, the previous number one, fell out of the ranking due to fewer responses during the evaluation period. In an absolute comparison of customer satisfaction, a negative trend is emerging in Germany: With an average customer satisfaction of 77 percent in the third quarter of 2013, Germany trails the previous quarter by four percentage points and is significantly below the global average of 82 percent.

“Good customer service is increasingly becoming a business differentiator. Brands all over the world recognize this and invest in their customer service solutions and infrastructures,” says Steffen Teske, Director for Central & Eastern Europe at Zendesk. “However, the current development in Germany is cause for concern. While we are on the right track in this country and increasingly see outstanding examples of excellent customer service, a need to catch up does exist, particularly in the self-service area. We should consider the fact that absolute customer satisfaction in Germany is declining as a warning. It’s time for businesses to act and offer customers the service they expect.”

Customer service by country compared to Q2 2013

The best service   The worst service
Canada: 91% (+/- 0 pp)   China: 55% (n/a)
Australia: 91% (+2 pp)   United Arab Emirates: 59% (+1 pp)
Russia: 90% (+4 pp)   British Virgin Islands: 65% (- 2 pp)


Customer service by industry compared to Q2 2013

The best service   The worst service
Education: 95% (+/-0 pp)   Social Media: 67% (+3 pp)
IT Services & Consulting: 95% (+/-0 pp)   Financial Services and Insurance: 76% (-1 pp)
NGOs & Non-profits: 95% (+1 pp)   Entertainment & Games: 76% (+/- 0 pp)

Service channels and response time

The current report also analyzed the influence of the selected support channel and the response time of the agent. The figures clearly show: If the response to an inquiry (First Reply Time – FRT) or if the ticket creation process is delayed, this has a direct negative impact on customer satisfaction and vice versa. Not surprisingly, FRT is highest from 9:00 to 18:00, which means that before 9:00 the tickets from the night must first be processed.

And although most companies are committed to multichannel support, customer satisfaction is highest worldwide in the traditional direct channels such as phone, chat or voice services. Newer channels like Twitter or Facebook are lagging behind in customer satisfaction because many companies are experimenting with social media without a real strategy. “The omnipresent consumer is on the rise. It is becoming increasingly easy for users to switch between web or email to Twitter,” says Steffen Teske. “Consistency across all channels is the key to good service; the report clearly shows this.”

The report is issued by Zendesk, a leading global provider of software that enables improved customer service. It records customer satisfaction and service trends on a quarterly basis by anonymously evaluating the interaction between 16,000 companies worldwide and their customers. The complete report for the third quarter of 2013 is available for download at: www.zendesk.com/resources/customer-service-benchmark

About the Zendesk Benchmark Report

The Zendesk Benchmark Report is based on the customer service and interaction between 16,000 participating companies and its customers in 125 countries. Since the report was launched in March 2012, companies have been able to measure themselves against others in their own and in other industries. The report tracks the most important key performance indicators associated with support efficiency, self-service offerings and customer relationships. Customer satisfaction is based on the percentage of positive responses to the question whether or not a customer was satisfied with the customer service interaction. For a country to be included in the report, at least 10,000 responses must be available for evaluation.

About Zendesk

Zendesk provides cloud-based customer service software that brings companies and their customers closer together. More than 30,000 companies use Zendesk and provide customer service for over 200 million people worldwide. Customers include Groupon (Germany), Jenoptik and Disney. Zendesk was founded in 2007, is headquartered in San Francisco and has offices in eight other countries. The company is funded by Charles River Ventures, Benchmark Capital, Goldman Sachs, GGV Capital, Index Ventures, Matrix Partners and Redpoint Ventures. Learn more at www.zendesk.com.

This is a translation of a press release originally issued in German.