New Zendesk study shows 66% of customers are
less patient than last year, while 64% of companies say customer
service has a direct impact on business performance
According to Zendesk’s CX Accelerator report (NYSE: ZEN),
'exceptional' is what businesses must strive for when it comes to
meeting customer expectations. Yet organizations know they aren’t
quite meeting these rising expectations, with Champions - those
considered the highest standard-bearers - saying that unresolved
queries are up 157% year over year.
However, there is a new breed of customer experience (CX)
challengers emerging - the Risers are closing in on CX greatness,
with 79% of these businesses adding more customers from competitors
than they lost, showing the performance lines are blurring.
No matter where a business falls on the maturity scale, the
changes needed to stay on top are consistent:
- Balance human and automation strategy
- Integrate key data from critical apps
- Evolve the role of CX
"In an increasingly tough economy, businesses have a challenge
on their hands to stay agile and keep things running efficiently
while meeting customers' demands in order to keep them coming
back," said Jeff Titterton, chief operations officer at Zendesk.
"Our latest research shows it's clear that success is dependent on
engaging your customers in relationship-driven conversations, and
investing in technology that enables your team to deliver nothing
less than exceptional service, and make sure it’s all integrated
across your business."
Agents + AI = a winning combination
Customers are clear they want more control over how they engage
with businesses, and organizations have a huge opportunity to
invest in AI-driven solutions to empower their customers with quick
resolutions. In fact, 90% of businesses Zendesk surveyed reported
using bots to route customers to the right place, which frees up
agents to focus on more complex, high-value tasks.
According to the report:
- More companies are utilizing bot and human hand-offs - this
jumped from 52% to 64% year-over-year
- 57% of companies cite agent productivity as the biggest gain
from using bots
- Champions lead with mixed chatbot-human interactions at 75%,
Emergers and Risers both at 67%, and Starters at 52%
Where businesses need to focus is in how they balance between
automation and the human element of the customer experience. This
requires a deeper understanding of customer behaviors to place
automation where it is most effective and provide agent support
where it can have the greatest impact.
Mind the (data) gap
The data deluge is overwhelming business leaders, and they are
still lacking meaningful insights into how to drive better, more
personalized experiences for customers. Half of the companies
surveyed use between six and 15 apps to get a full view of the
customer journey, with slightly more than a third (37%) saying they
are “very strong” in delivering personalized experiences.
While many understand the need for integration, breaking down
the silos continues to pose a challenge, even for Champions who are
3.5 times more likely than Starters to use upwards of 16 apps, and
six times more likely to report data fragmentation as a serious
obstacle to delivering more seamless customer support. Emergers
also face challenges in turning data into meaningful change with
only 27% doing this effectively, highlighting the missed
opportunities for bolstering customer engagement.
Providing agents with the right information at the right time
can help support teams better anticipate customer needs. Customer
feedback can also help other teams act quickly to improve product
or service offerings. In fact, better collaboration between sales
and support teams can optimize customer engagement across all
touchpoints, reduce churn, and build stronger relationships.
Evolving CX’s role
According to the report, rethinking the role of support teams
requires investing in training and tools to ensure agents have what
they need to uncover leads and close deals. In turn, businesses
will reap the benefits, and the data proves it: Champions are 6x
more likely to uncover a new sales opportunity in more than 25% of
their customer interactions; and are 62% more likely to find sales
opportunities during customer interactions compared to Starters.
However, as customer expectations rise so does the pressure to
continue to differentiate a product or service.
“The biggest changes businesses face to keep up with - let alone
get ahead of - customers’ expectations are both operational and
cultural,” said Titterton. “The role of CX cannot be understated,
and business leaders still need to only prioritize their
investments but make them work well for their teams. We understand
how daunting this can be, but the data underscores just how
significant the opportunity is when you get it right.”
As consumers keep raising the expectation bar, the way forward
is to ensure that businesses have the right knowledge, skills and
technology to meet them. For more, download Zendesk’s CX
Accelerator report.
*Methodology
In the second quarter of 2022, Zendesk surveyed more than 4,900
business decision makers who were focused on ensuring and/or
enhancing customer service, support, and experience capabilities.
The report examines their best practices and identifies stages of
customer experience (CX) maturity from Starters at the earliest
stage, progressing to Emergers, Risers, and CX Champions sitting at
the highest level of expertise. Business decision makers
represented organizations spanning all market segments, from small
businesses to large enterprises, and multiple industry verticals
like retail, financial services, manufacturing healthcare,
education, and technology companies, among others. Countries
surveyed include: Australia, Brazil, Canada, France, Germany,
India, Japan, Mexico, Netherlands, Singapore, South Korea, United
Kingdom, United States.
About Zendesk
Zendesk started the customer experience revolution in 2007 by
enabling any business around the world to take their customer
service online. Today, Zendesk is the champion of great service
everywhere for everyone, and powers billions of conversations,
connecting more than 100,000 brands with hundreds of millions of
customers over telephony, chat, email, messaging, social channels,
communities, review sites and help centers. Zendesk products are
built with love to be loved. The company was conceived in
Copenhagen, Denmark, built and grown in California, taken public in
New York City, and today employs more than 6,000 people across the
world. Learn more at www.zendesk.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20220902005269/en/
Kaylee Hill press@zendesk.com
Zendesk (NYSE:ZEN)
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