In Focus: Live Chat
In Focus: Live Chat
The popularity of live chat for customer service is rising fast. Increasingly, consumers turn to live chat when shopping online, and a growing number of consumers say that live chat is their preferred way to engage with support. The recent launch of Facebook’s Businesses on Messenger, which lets businesses reach customers wherever they might be, is just one example of the growing ubiquity of live chat. So how can companies use live chat to transform the way they engage with customers? The Q1 2015 Zendesk Benchmark report explores:
- Benchmark metrics for live chat: We’ve created new metrics that allow companies to measure their performance on live chat. For instance, a typical company serves 62 chat conversations each month and responds within 1 minute 36 seconds.
- How live chat changes customer engagement: When given the choice, customers choose to chat. We discovered that companies who offer live chat support see a decline in tickets submitted through other Web-based channels.
- What makes a great live chat experience: We confirmed that good live chat satisfaction ratings are associated with faster reply times and fewer chats per agent. And we found another factor that plays a role: the number of messages exchanged during the chat conversation.
- What to consider when staffing for live chat: Understanding when chat request volume peaks can help companies decide how to allocate agent resources. In our customer sample, over 50% of chats occur between the peak hours of 10:00 a.m. and 3:00 p.m.
Movers and Shakers: Country and Industry Customer Satisfaction
In country news, Colombia, the Philippines, and Indonesia posted the greatest gains in customer satisfaction, while New Zealand and Belgium spent their third quarter in a row as the top two customer satisfaction leaders. Canada rose to occupy the number three position.
Among industries, Social Media, Web Hosting, and Manufacturing & Computer Hardware were the most improved. Government & Nonprofit, IT Services & Consultancy, and Healthcare continue to occupy the top three positions.
Globally, customer satisfaction in Q1 was 95.00%, lifting 0.05% since Q4 2014.
About the Zendesk Benchmark report
We started building the Zendesk Benchmark back in November 2010 to give organizations a real, tangible way to not just measure customer service performance, but put it in a context that helps companies understand how they perform against their peers.
Unlike a survey or expert opinion, the Zendesk Benchmark is based on actual customer service and support interactions from more than 25,000 organizations across 140 countries that opted to participate.
Zendesk Benchmark report archives
Q4 2014: Operational Benchmarking
Q3 2014: Net Promoter Score
Q2 2014: Behavioral Cues of Customer Satisfaction
Q1 2014: Analytics
Q4 2013: Retail
Q3 2013: Customer Satisfaction
Q2 2013: Customer Self-Service
Original Benchmark report, March 2012