Zendesk Benchmark Snapshot, a data index of 23,000 companies using Zendesk across 140 countries, unravels some interesting key trends that could help businesses respond better to the changing customer demands and preferences.
Nothing is usual about business-as-usual. With COVID-19 disrupting normality, market dynamics are changing by the week and unpredictability has become a part of life. Customers who reside at the core of every business service are reacting to the change with altered preferences and unforeseen needs.
Zendesk Benchmark Snapshot, a data index of 23,000 companies using Zendesk across 140 countries, uncovers some interesting insights and key trends that could help businesses respond better to the changing customer demands and preferences.
Customer experience teams across the globe have to rapidly adapt amid ticket spikes, customer cancellations, market volatility, and increased uncertainty. Moreover, most of these teams have transitioned to a work-from-home environment putting additional strain on their ability to respond to customers effectively. For many of us, that means learning and adjusting as we go. Here are some of the key trends observed from the analysed data.
A surge in call volumes: Overall, as expected weekly support requests shot up globally compared to last year. Although, now after several months into the pandemic it looks like global service requests may finally be stabilizing after months of volatility. However, it is expected that the high volumes may be here to stay for a while. What’s interesting to note is that while call volumes are up, so is call abandonment. A lot of calls aren’t becoming tickets, which means that phone support may not be as scalable as other mediums.
The most impacted industries: When most of the countries around the globe were experiencing the lock-down, on-demand grocery services saw tickets spike by 70 percent. Ecommerce also continues to rise steadily and may yet have to reach its peak with average tickets up 40 percent in the third week of August, as compared to rates seen before the pandemic. On the other hand, the ride sharing industry saw plummeting ticket volumes since mid-March. However, as economies are easing restrictions the industry is currently witnessing a renewed interest from customers. Volumes are now down 34 percent, compared to a 62 percent deficit in late April.
Big spikes across new channels: It has been interesting to observe how people have been flocking to various channels, other than the conventional call and email, to get their queries resolved. Across regions, WhatsApp has emerged as a popular option and is currently at 111 percent since February, followed by text/SMS (a distant second at 15 percent), social media (up 11 percent), and chat (up 10 percent).
Self-service emerging as a preferred option: Businesses are also ramping up their self-service options to tackle the spike in tickets. Customers are now increasingly willing to find the answers themselves if they have access to it. By June, visits to online help centers rose nearly 60 percent. For instance, fitness companies have seen help center usage jump nearly 200 percent since February. This is in contrast to a mere 6 percent rise in tickets in this category. Similarly, remote work and learning platforms saw a 149 percent rise in help center views. During the same period, their tickets rose only 24 percent in comparison.
For effectively coordinating responses to the customers, technology is no less than a superpower. To take some of the pain and pressure away and help your teams continue to work effectively, Zendesk enables distributed teams to stay connected while providing their customers with the support they need. All you need right now is to communicate seamlessly, act quickly and take decisions smartly. Zendesk helps you do it all.