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Know thy customer: Critical factors impacting customer lifetime value (ft. Dimensional Research)

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When a customer has a problem, that interaction undoubtedly has an impact on future purchases. Dimensional Research, a market research company specializing in technology, surveyed 1,500 individuals to uncover valuable insight into consumers’ preferences of the customer support they want. Hear from Diane Hagglund (Dimensional Research) and Astha Malik (Zendesk) on how you can use a data-backed approach to deliver the best customer support, through the proper channels, with perfect timing.

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Know thy customer: Critical factors impacting customer lifetime value (ft. Dimensional Research)

  1. 1. 3A TRACK NOW Know thy customer: 
 Critical factors impacting customer lifetime value
  2. 2. TRA C K 3A Know thy customer: Critical factors impacting customer lifetime value VP, Product and Platform Marketing Zendesk Founder and Principal
 Dimensional Research ASTHA MALIK DIANE HAGGLUND
  3. 3. +
  4. 4. Research Goal The primary research goal was to quantify the direct and indirect impact of both good and bad customer service experiences on business results. Goals and Methodology Methodology An online survey was fielded to independent sources of consumers in the United States. A wide variety of questions were asked about past experiences with customer service, as well as preferences and opinions. Participants A total of 1044 individuals completed the survey. All had experience with online or phone customer service in the past 12 months.
  5. 5. How much do the following impact your choice of which companies you buy from? Customer service has strong impact on buying choices Quick response to the initial inquiry Smooth experience 
 (not having to repeat information 
 or send reminder inquiries, etc.) 0% 25% 50% 75% 100% 14% 9% 44% 48% 41% 41% Critically important Very important Nice to have Doesn't have an impact
  6. 6. Did this GOOD customer service interaction change your behavior in any way? Customer service changes
 buying behaviors Did this BAD customer service interaction change your behavior in any way? 0% 18% 35% 53% 70% 13% 39% 54% 67% 0% 15% 30% 45% 60% 3% 48% 52% 52% 58% I recommended those 
 products 
 or services to others I purchased or used more 
 products or services 
 from that company I considered purchasing 
 or using more products 
 or services from that 
 company No changes I stopped buying 
 from the company I switched to a different 
 company for that 
 product or service I recommended 
 others not buy 
 those products or services No changes I was less likely 
 to consider that company 
 when making future purchases
  7. 7. How long ago did you have this GOOD/BAD experience? Customers remember bad experiences for longer 
 than good ones Good Bad 0% 25% 50% 75% 100% 46% 21% 29% 9% 26% 70% Less than one year ago One year ago Two years ago or more
  8. 8. In the past 12 months, which of the following methods have you used to communicate with a customer service department to get information or resolve an issue? Alternate channels have gained
 significant use Phone Email Live chat SMS/text 0% 23% 45% 68% 90% 17% 27% 54% 70% 81% 67% have used alternate channels 
 for service Social Media 
 (Twitter, Facebook, 
 Instagram, etc.)
  9. 9. How would you prefer to communicate with customer service for a 
 SIMPLE/COMPLICATED request? Customers have a wide range of preferences for service channels Phone Live chat Email SMS/text 0% 20% 40% 60% 80% 18% 24% 60% 48% 58% 12% 15% 40% 43% 76% Complex Simple Social Media 
 (Twitter, Facebook, 
 Instagram, etc.)
  10. 10. Younger people much more interested in using social 
 media for customer service Prefer social media for customer service 0% 10% 20% 30% 40% Social media (Simple) Social media (Complex) 2% 5% 11% 18% 23% 29% 26% 36% Gen Z (18 - 23) Millennial (24 - 38) Gen X (39 - 55) Baby Boomers (Over 55)
  11. 11. When you do not receive a response from customer service using your initial chosen method, do you try using a different method to contact them? 
 
 (i.e. Calling the support phone number if email communications take too long) Majority will try a different channel if they don’t get a 
 response from their first method NO 15% YES 85%
  12. 12. When you do not receive a response from customer service using your initial chosen method, do you try using a different method to contact them? Younger people most likely to attempt multiple contact methods YES 50% 63% 75% 88% 100% Gen Z (18 - 23) Millennial (24 - 38) Gen X (39 - 55) Baby Boomers (Over 55) 78% 87% 92% 91%
  13. 13. About how long do you wait before trying to contact customer service through a different method if you haven't heard a reply from your first method? 51% will wait less than an hour before trying some 
 other method of contact 0% 25% 50% 75% 100% 29%11%10%14%27%10% Less than 5 minutes 5-30 minutes 30-60 minutes 1-3 hours 3-12 hours More than 12 hours 51%
  14. 14. How have your expectations changed in the past 5 years for the time a good customer service interaction 
 should take? 65% expect customer service to be faster now than 
 it was 5 years ago 0% 25% 50% 75% 100% 2%3%31%32%33% Much faster Somewhat faster No change Somewhat slower Much slower 65%
  15. 15. #zendeskrelate @zendesk 3A TRACK Thank you

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