Zendesk Benchmark Report

CUSTOMERSATISFACTIONBY THE NUMBERSZENDESK CUSTOMER SATISFACTION INDEX, MARCH 2012

TABLE OF CONTENTS The Zendesk Customer Satisfaction Index What Drives Customer Satisfaction? 3 Habits of Best-in-Class Companies About the Science1

NEW CUSTOMER SUPPORT YESTERDAY TODAY Segregated by channel Interconnected channel support Disconnected from business Closely tied to marketing/sales Treated as a cost center Treated as a revenue engine Subpar consumer experience Critical to consumer experience2

SATISFACTION COUNTS When it comes to customer service, satisfaction is what matters most. In fact, bad customer service can cost you billions. $338.5B 82% $289 The amount bad customer service Percentage of Americans who said they Average value of each lost costs major countries around the stopped doing business with a company business relationship in the U.S. world annually because of poor customer service3 SOURCE: GENESYS GLOBAL SURVEY

CUSTOMER SATISFACTION INDEX Zendesk’s Customer Satisfaction Index delivers a periodic measure of customer satisfaction by collecting data from more than 15,000 companies serving 65 million consumers across 137 countries.4

GLOBAL BENCHMARK This global Customer Satisfaction Index is GLOBAL the result of a simple 86% question asked to millions of customers at the end of a service interaction: “How CUSTOMER would you rate the SATISFACTION service you received?”5

CUSTOMER SATISFACTION BY INDUSTRY Real Estate IT Services & Consultancy 96% GLOBAL 86% 95% Healthcare 94% Professional Services 94% Personal & Business Support Services 94% Financial & Insurance Services 93% CUSTOMER Nonprofit 93% SATISFACTION Education 91% Technology - Hosting 91% Travel, Hospitality & Tourism 91% Zendesk customers all interact Media & Telecommunications 88% directly with their end customers, Software 87% Web Applications and all want to delight those end 86% Technology - Hardware customers. 85% Manufacturing 85% Marketing 85% But satisfaction varies vastly Retail & Wholesale 82% across industries–some expected, Social Media 78% some not. Entertainment & Arts 77% 0 50% 100%6

REAL ESTATE AND IT CONSULTING/SERVICES RATED HIGHEST IN CUSTOMER SATISFACTION OF ANY INDUSTRY Real Estate 96% CUSTOMER SATISFACTION IT Services & Consultancy 95% CUSTOMER SATISFACTION7

CUSTOMER SATISFACTION BY COMPANY SIZE 100 GLOBAL 86% 91% 93% 88% 90% 84% CUSTOMER SATISFACTION 50 The smallest companies—whether a mom-and-pop operation, small business or a tech startup—perform well across almost every industry. 0 1-9 10-99 100-499 500-4,999 5,000+8

WHY DO MIDDLE-CLASS COMPANIES STRUGGLE? CUSTOMER SATISFACTION BY COMPANY SIZE 100 93% 91% 90% 88% 84% Yet once these companies reach a certain scale—over 10 employees—service suffers. 50 It’s not until companies reach scale (500 employees) and have mature processes and structures that they recover their customer service levels. 0 1-9 10-99 100-499 500-4,999 5,000+9

CUSTOMER SATISFACTION BY TARGET AUDIENCE 100 GLOBAL 86% 93% 94% 82% CUSTOMER SATISFACTION 50 Support organizations serve one of three audiences—consumers, other businesses or internal employees. Satisfaction varies widely, depending on which audience you deliver support to. 0 Businesses Consumers Internal (employees)10

YOU’D EXPECT THIS: CUSTOMER SATISFACTION BY TARGET AUDIENCE 100 93% 94% 82% Support sites that service consumers score the lowest of any audience. And many 50 consumer-facing support sites score well below 75 percent. Apparently, consumers are cranky when it comes to support. 0 Businesses Consumers Internal (employees)11

WHAT YOU WOULDN’T EXPECT IS THIS: CUSTOMER SATISFACTION BY TARGET AUDIENCE 100 93% 82% 94% Internal help desks (think of your IT team that handles employee requests for software or network help) have higher customer satisfaction ratings than help desks 50 that support either consumers or other businesses. Perhaps IT doesn’t deserve its unhelpful stigma? 0 Businesses Consumers Internal (employees)12

CUSTOMER SATISFACTION BY COUNTRY* UNITED KINGDOM: 83% FRANCE: 57% 0% 100% 0% 100% RUSSIA: 80% GERMANY: 88% 0% 100% CANADA: 93% 0% 100% 0% 100% ITALY: 81% UNITED STATES: 87% 0% 100% 0% 100% SPAIN: 81% 0% 100% AUSTRALIA: 93% BRAZIL: 79% INDIA: 70% 0% 100% 0% 100% 0% 100% Australia and Canada lead our Customer Satisfaction Index at 0% 50% 100% 93 %13 *Countries with the largest economies are shown

THE LEADERS AND LAGGARDS CUSTOMERS’ SATISFACTION BY COUNTRY* THE LEADERS THE LAGGARDS SATISFACTION SCORE SATISFACTION SCORE CROATIA: 98% CHINA: 59% 0% 100% 0% 100% PORTUGAL: 96% FRANCE: 52% 0% 100% 0% 100% THAILAND: 96% QATAR: 45% 0% 100% 0% 100% GREECE: 95% TURKEY: 43% 0% 100% 0% 100% *Minimum 100 satisfaction ratings14

SO WHAT DRIVES CUSTOMER SATISFACTION?15

THIS IS THE WINNING FORMULA FOR CUSTOMER SATISFACTION DEVELOPED BY ZENDESK Bigger companies that efficiently deliver high-quality support at a large scale have the most satisfied customers.16

CUSTOMER SATISFACTION EFFICIENCY SCALE QUALITY How many issues How well What is the quality are you receiving? do you handle of the support you customer issues? give? ### Number of First Response % of Tickets Tickets Time Resolved17

F(X) = SCALE x EFFICIENCY x QUALITY NUMBER OF TICKETS BY INDUSTRY 0 1,000 2,000 Social Media 1,625 SIZE MATTERS Entertainment & Arts 1,560 Travel, Hospitality & Tourism 1,495 Each ticket constitutes a customer Retail & Wholesale 1,413 interaction, making it a good Marketing 979 measure of the frequency and Media & Telecommunications 692 scale of your customer touches. Web Applications 675 Financial & Insurance Services 613 Customers increasingly serve Software 527 themselves via the web through Education 505 well-crafted online forums, FAQs Healthcare 413 and knowledge bases. Manufacturing 385 Technology - Hosting 360 On average, Zendesk-powered Technology - Hardware 337 help desks handle more than Personal and Business Support Services 315 600 tickets per month, and Nonprofit 267 drive more than 2,600 page Professional Services 261 Real Estate views to their online forums. 212 IT Services & Consultancy 18118

F(X) = SCALE x EFFICIENCY x QUALITY FIRST RESPONSE TIME BY INDUSTRY 0 12hrs 24hrs 36hrs 48hrs Manufacturing 38.2 hrs Marketing 32.7 hrs Entertainment & Arts 31.5 hrs Education 30.8 hrs We have a limited budget and staff, Financial & Insurance Services 28.6 hrs so we need to make sure we’re Nonprofit 28.3 hrs delighting our customers as IT Services & Consultancy 28.2 hrs efficiently as possible. This is why Technology - Hardware 28.1 hrs first-response time is a great Retail & Wholesale 26.6 hrs efficiency measure. The average Social Media 25.9 hrs first-response time across all Real Estate 24.8 hrs Zendesk tickets is over 23.6 hours. Healthcare 22.9 hrs Those taking more than a day to Media & Telecommunications 22.7 hrs get back to customers may want to Personal and Bus. Support Services 22.3 hrs reexamine their processes. Software 21.5 hrs Professional Services 18.2 hrs Web Applications 18.1 hrs Travel, Hospitality & Tourism 14.7 hrs Technology - Hosting 14.5 hrs19

F(X) = SCALE x EFFICIENCY x QUALITY % OF TICKETS IN 1 TOUCH BY INDUSTRY 0% 50% 100% IT Services & Consultancy 78% The percentage of Education 82% Entertainment & Arts 90% tickets resolved in one Financial & Insurance services 85% touch across all Zendesk Technology - Hardware 71% tickets is 85% Healthcare 88% Technology - Hosting 76% Manufacturing 77% Zendesk’s third measure is Marketing 89% quality, which is measured by Media & Telecommunications 86% Nonprofit 85% one-touch tickets. Professional Services 85% Real Estate 82% “One-touch” tickets are those Retail & Wholesale 87% resolved with only one service Social Media 85% interaction. The higher your Software 82% one-touch percentage, the Personal & Business Support Services 82% higher your service quality. Travel, Hospitality & Tourism 84% Web Applications 86%20

ZENDESK BENCHMARK Satisfaction Efficiency Scale 86% 23.6hrs 630 Customer First-Response Tickets per Satisfaction Time Month Across 15,000 Global Accounts21

INTERESTING ANECDOTES ABOUT SATISFACTION SCORE Zendesk Benchmark Average Social Media Entertainment SATISFACTION SCORE NUMBER OF TICKETS FIRST RESPONSE TIME BY INDUSTRY BY INDUSTRY BY INDUSTRY ###100% 0(hrs) 86 78 77 630 58.9 50 1050% 1,625 44.6 1,560 1,560 40 20 0(Tkt) 1,000 2,000 23.6 0% 30 Low satisfaction ratings are the result of high ticket volume and slow first-response time, as evidenced by consumer-facing companies. 22

3 HABITS OF BEST-IN-CLASS COMPANIES23

BEST-IN-CLASS COMPANIES Data can be overwhelming, but there are three clear behaviors that separate best-in-class companies from the rest: IMMEDIATE RESPONSE MATTERS YOU HAVE TO BE WHERE YOUR CUSTOMERS ARE LET YOUR CUSTOMERS SERVE THEMSELVES24

IMMEDIATE RESPONSE The clock begins ticking the moment you receive a ticket. Responding quickly has the single greatest impact on customer satisfaction. ON HOLD 90% 0% 100% 10:03 FACTOID: Companies with an average first-response time under 10 hours have customer satisfaction over 90 percent.25

BE WHERE YOUR CUSTOMERS ARE Today, it’s critical to be available where your customers want to reach you: your website, Facebook, Twitter, email, phone or chat. Companies that support their customers across multiple channels drive higher engagement and respond faster to customer inquiries—all increasing satisfaction.26

LET CUSTOMERS SERVE THEMSELVES FORUM VIEW:TICKET RATIO SATISFACTION FORUM VIEWS/TICKET 86% 4.2 All Companies 0% 100% 87% 4.0 Software 0% 100% 93% Best-in-Class 0% 100% 7.5 Software Companies that offer rich self-service customer support forums and FAQs have a higher level of customer satisfaction. Best-in-class companies invest in self-service, and those with higher forum traffic drive greater satisfaction—especially in the software industry.27

ABOUT THE SCIENCE ZENDESK BENCHMARK28

“WHAT’S MEASURED IMPROVES” PETER DRUCKER29

ZENDESK DELIVERS AT GLOBAL SCALE 100 137 15,000 65 MILLION COUNTRIES SERVED CUSTOMERS ENTERPRISES MILLION SERVICE INTERACTIONS PER YEAR30

THE BENCHMARK IS MEASURED BY INSIGHTS BASED ON ACTUAL HELP DESK USAGE: We offer the metrics you need to measure your support volume, help desk efficiency and quality of engagement. LOADS OF COMPARISONS: With the Zendesk Benchmark, you can compare yourself to the overall population of Zendesk-powered help desks, to your industry peers, to companies of similar size or to companies supporting similar end users. The Zendesk Benchmark is not your typical “expert” survey. It’s comprised of metrics based on real product usage and customer engagement.31

ZENDESK BENCHMARK DATA COLLECTION FROM MASSIVE CUSTOMER BASE 10,000+ 11,000+ Survey Accounts with Respondents Usage Data (Accounts) (Q4 2011) Large-Scale Demographic and Usage Data32

METRICS THAT MATTER TICKETS ARE THE CORE OF SUPPORT INTERACTIONS Customer Satisfaction Satisfaction Rating from End User # of Tickets per Month Total Volume of New Tickets First-Response Time First-Response Time During Business Hours Tickets per Agent # of Tickets Solved per Active Agent % of Tickets in One Touch Tickets Resolved in One Human Interaction FORUMS DRIVE CUSTOMER SELF-SERVICE # of Forum Views Overall Monthly Forum Traffic Forum View:Ticket Ratio Measure of Customer Self-Service Forum-Search Effectiveness Click-Through Rate for Forum Searches33

YOU CAN START MEASURING YOUR CUSTOMER’S SATISFACTION WITH ZENDESK TODAY34

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