Consumer Satisfaction Rises in Emerging Markets (Brazil)

Brazil has 10% growth compared to the last quarter and ranks in 12th place, according to a survey conducted by Zendesk

SÃO PAULO, BRAZIL – October 2013 – After over a year of decline, consumer satisfaction has risen consecutively in the world for the second quarter in a row, according to the third quarter Zendesk Benchmark report, released by Zendesk, a provider of cloud-based customer service software. During this period, average customer satisfaction reached 82%, the highest level since the first quarter of 2012.

The significant economic improvements in fast-growing countries have contributed to higher global levels of customer satisfaction, including in Brazil and Russia, together with an increase for industries which historically have low scores, such as social media and telecommunications.

The Zendesk report shows the level of consumer satisfaction and also presents trends in services for each quarter, based on real-life interactions between 16,000 participating companies and their customers. The complete Zendesk Benchmark report for the Q3 2013 can be found at: https://d16cvnquvjw7pr.cloudfront.net/international-sites/pt/benchmark_T3_Brazil.pdf.

Emerging markets on the rise

Despite an increase to 82%, the USA has been left out of the top 10, behind Russia, a country that has historically struggled to improve customer service but has grown constantly and in this last quarter is ranked among the top three. Brazil has proven to be another noteworthy market, showing a higher percentage of gain in this quarter (10 percentage points). Companies in these rapid-growth markets seem to be focusing on providing better service to customers to sustain their growth.

Customer satisfaction rating by country

Best countries:

  • Canada: 91% (no change from Q2)
  • Australia: 91% (+2 percentage points)
  • Russia: 90% (+4 percentage points)

Worst countries:

  • China: 55% (no change)
  • UAE: 59% (+1 percentage point)
  • Virgin Islands: 65% (-2 percentage points)

Satisfaction rating by industry

Best industries:

  • Education: 95% (no change from Q2)
  • IT and Consulting Services: 95% (no change from Q2)
  • Non-profit and Government Activities: 95% (+1 percentage point)

Worst industries:

  • Social Media: 67% (+3 percentage points)
  • Insurance and Financial Services: 76% (-1 percentage point)
  • Entertainment & Games: 76% (no change from Q2)

Time to first response, support channels and customer retention

 This quarterly report also examines the impact of time of day, support channel and client retention on consumer satisfaction. Analyzing the time of first contact and the generated ticket, a delay in first contact leads to lower satisfaction, while faster response times result in more successful customer service interactions. While tickets submitted outside business hours have a slower response time, response is faster around 9 AM, after the teams have solved the requests submitted the night before, and peak around 6 PM, when business hours usually end in a help center.

Companies are making an effort to offer an integrated experience to their clients through multiple channels. However, the report shows that more traditional channels, such as telephone and voice services, have the highest level of satisfaction. Real-time interaction channels show high levels of satisfaction, whereas more recent channels, such as Twitter and Facebook, are among the last in the ranking while companies still experiment with best practices for support in social media.

“The omni-channel consumer is on the rise – alternating easily from the web to email to chat to Twitter. Today the consumer is multi-channel, that is, he uses several channels when it is more convenient and practical for him,” says Marcio Arnecke, Zendesk Marketing Director for Brazil. “The Zendesk Benchmark reveals that companies must keep a consistent level of service in each channel,” he adds.

In this quarter, Zendesk has also analyzed the impact of customer retention on overall satisfaction. While older clients report generally higher levels of satisfaction, other consumers experience peaks and valleys through their contacts with several customer service organizations which vary widely by industry.

About the Zendesk Benchmark

The Zendesk Benchmark is based on real customer service and customer service interactions between 16,000 participating companies and their customers in 125 countries. Introduced in March 2012, the Zendesk Benchmark allows companies to compare their customer service performance with their competitors in their industry. The report measures customer service efficiency, self-service behavior and levels of customer engagement. Customer satisfaction is based on the percentage of positive answers to the question whether they were satisfied or not with their interaction with customer service. For a country to be included in the quarterly report, a minimum of 10,000 answers during the quarter is required.

About Zendesk

Zendesk builds cloud software for better customer service, bringing companies and their customers closer together. With Zendesk, companies engage directly and openly with customers, building more meaningful customer relationships that last a lifetime. More than 30,000 companies, such as Gilt Groupe, Disney and Box, use Zendesk to provide service to more than 200 million people worldwide. Founded in 2007 and based in San Francisco, Zendesk has offices in eight countries and funding from Charles River Ventures, Benchmark Capital, Goldman Sachs, GGV Capital, Index Ventures, Matrix Partners and Redpoint Ventures. Learn more at www.zendesk.com.

This is a translation of a press release originally issued in Portuguese.