Zendesk study shows chat for business communications will be in vogue in 2017

by | Nov 23, 2016

  • 43% believe that chat will be in vogue in 2017 to communicate with companies
  • 20% of respondents feel messaging will be used more in 2017

November 22, 2016: Zendesk a company that builds software for better customer relationships, recently commissioned a study that was conducted among 2000 respondents across India. The study was part of their efforts to analyze trends in customer relationship management in India among Indian enterprises.

The report also shows that new age communication platforms such as chat and messaging have grown in popularity in recent years. While 43% of the respondents feel they will be using chat more in 2017, 20% of the respondents interviewed felt they will use messaging more by the same year to communicate with companies.

Adds KT Prasad, Country Sales Director, Zendesk India, “The study highlights the fact that businesses are transforming rapidly in India and effective customer relationship management is at the heart of this seismic shift. Armed with a distinctive understanding of shifting customer needs, Zendesk is keen to partner with Indian companies to achieve their growth potential.”

As to what platforms are currently in use for communication in customer service, 59% believe it is Email and Phone and 5% of the respondents prefer to use self-service, while just 6% chose web forums.

Interestingly around a quarter of respondents in North India (25%), South India (23%) and West India (26%) prefer chat.

Respondents of the survey were also asked to recommend leading industry sectors in India that were known for quality customer service.

Rating for the Top 5 industries for quality customer service
Travel & Hospitality 40%
IT services 33%
Financial Services 29%
Retail 22%
Telco 20%
Transport 8%
Among this 37% Males favoured IT services 
While 44% of Females favoured Travel and Hospitality 

Handling irate customers is the biggest challenge for any customer focused company. On the question as to what annoys you most when you reach out to a company to complain, to get help, to solve a problem or ask for more information, this is what the respondents felt.

Almost half of all respondents, 49% said that being passed around from person to person was the most annoying element when contacting customer support. This was followed by lack of knowledge at 38%, frustrating responses in a robotic / non-human way was 33%, lack of information being provided on websites at 30% and 24% attribute limited channels to reach a company being the key annoyance factor.

On using social media as a platform for customer feedback, 92% of the respondents felt they would be prepared to comment on social media if they received good customer service while 61% felt they would if they received bad customer service.

On whether reviews and comments on good or bad customer service from social media contacts can influence one’s decision to purchase a product or service from a company, an overwhelming 88% believed that good or bad reviews from social media contacts would influence their decisions. This trend further rises to 91% for the 18-34 year olds.

The study also shows that customers in general are happy to pay extra for products or services if they are guaranteed better customer service by the respective companies. 64% of respondents affirmed this and this further rises to 70% for 18-34 year olds and drops to 54% for those over 45 years old.

Interestingly, 68% Men are more likely to pay as opposed to women at 61%.

The study by Zendesk clearly reflects a shifting trend in customer relationship and communication platforms in India. This is no misnomer but is just the mirror image of a global trend that is today prevalent across the globe. Companies on their part will need to wake up to this paradigm and take the necessary steps to better engage with their treasured customers.

About Zendesk

Zendesk builds software for better customer relationships. It empowers organizations to improve customer engagement and better understand their customers. More than 87,000 paid customer accounts in over 150 countries and territories use Zendesk products. Based in San Francisco, Zendesk has operations in the United States, Europe, Asia, Australia, and South America.



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Brian Pereira
Brian Pereira
Brian Pereira is an Indian journalist and editor based in Mumbai. He founded Digital Creed in 2015. A technology buff, former computer instructor, and software developer, Brian has 29 years of journalism experience (since 1994). Brian is the former Editor of CHIP India, InformationWeek India and CISO Mag. He has served India's leading newspaper groups: The Times of India and The Indian Express. Presently, he serves the Information Security Media Group, as Sr. Director, Editorial. You'll find his most current work on CIO Inc. During his career he wrote (and continues to write) 5000+ technology articles. He conducted more than 450 industry interviews. Brian writes on aviation, drones, cybersecurity, tech startups, cloud, data center, AI/ML/Gen AI, IoT, Blockchain etc. He achieved certifications from the EC-Council (Certified Secure Computer User) and from IBM (Basics of Cloud Computing). Apart from those, he has successfully completed many courses on Content Marketing and Business Writing. He recently achieved a Certificate in Cybersecurity (CC) from the international certification body ISC2. Follow Brian on Twitter (@creed_digital) and LinkedIn. Email Brian at: [email protected]
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