Page 10 - AeM_Oct_2018

RESEARCH, ANALYSIS & TRENDS

Publication of the Zendesk Benchmark

Guide for Enterprise

Zendesk, Inc. just released its Benchmark Guide for several established companies have already mastered
Enterprise, research reports featuring insights and best the digital landscape.
practices for two different types of large companies:
Digital Natives that have been considered digital since The high performers in both groups also view their
their founding, and Digital Transformers, more traditional support software as a platform, using apps, integrations
companies that are in the process of modernizing their and APIs to give agents the information they need to
approach to customer support. move quickly, maintaining consistency and context
across channels.

“Regardless of where a company is in its journey, For both Digital Natives and Digital Transformers,
understanding what customers want and how to deliver Zendesk Benchmark data shows the companies that
is critical for businesses to succeed,” said Ted Smith, face the most challenges are those that directly serve
director, market insights at Zendesk. “The Zendesk consumers. Traditional enterprise companies that are
Benchmark Guide for Enterprise can help companies B2C have a higher volume of requests, lower customer
see how they stack up against their peers and what they satisfaction scores and the slowest reply times of all
can do to position themselves better and create the best company types, implying a digital transformation is
experiences for their customers.” most urgently necessary for this group.

The benchmark guide details what sets companies with At the same time, Digital Native companies in the B2C
the most sophisticated customer support operations category still face high customer expectations while
apart from their industry peers. For both Digital Natives handling a massive volume of requests. They see
and Digital Transformers, the companies with the best nearly eight times the volume of customer requests and
performing support teams share a commitment to have an average customer satisfaction score that is
scalability, consistency, innovation, and proactive nearly 10 percentage points lower than companies
customer service. serving other businesses or operating internally. While
these large companies tend to take full advantage of
One surprising finding is that a company’s age isn’t the their support software, they see a constant need to
primary factor linked to its approach to customer innovate and scale to keep up with changing customer
support. In fact, plenty of younger companies are still expectations.
working to modernize their support operations, while

10 October 2018 - Personalized & Customer-Centric Content Marketing