Zendesk CRM benchmark kickoff

As I have mentioned Confucius in one of the first posts [here], it was quite obvious that I will select “Zendesk” CRM [www.zendesk.com] as my first test case.

I have started googling the for “why using zendesk” and noticed that at the first 6(!) pages all results were linked to Zendesk’s web site. All accept two: a 3 years old “Hacker news” bad comment that “ZenDesk don't love their users“ [here] and “Planbox” advising why should one use this application [here].

With those two conflicting posts I have decided to test this cloud based service, think of it as SaaS.

So I have created myself a 30 days trial account to test it myself, hoping that this time period will be enough to asses it. 

Test results will be posted in the CRM benchmarking page [here]

Looking for the best CRM ever

CRM stands for "Customer Relationship Management" and among other things it is used to track customer's "Trouble Tickets" aka "cases".

Back at the 90s i was responsible for the network of some dozen remote branches sites, to follow the active cases  I have used the good old whiteboard with some markers, various colors to define severity. Later on I have digitized it into excel and MS Access.

Later on, when started to work for service provider, the impotency of having the support and sales info consolidated ion one platform was implanted into my own perspective. In my early days of supporter, for internal customers I was focused for finding the best "Trouble Tickets" management system, now after two decades and working with numerous solutions like Siebel  (ver 3.0 if I recall), Vantive  (in its original form), Oracle, Microsoft and SalesForce I can say that support and sales linkage is a must. 
For example, validating the existence of support contract, as no one want to work for nothing. Asking for renewal when required, advising for upgrade when needed. Like the supports, so do the salesperson, he/she can learn the customer's history when preparing for a meeting.

As benchmarking and reporting the big sharks in this market is not fun, so I plan to check out some of the small players in this market of CRM applications. My reports will be summarized in a separate page that I have named CRM benchmarking  

What is good customer service

There isn't any right answer, or a wrong one.  In my perspective it is not about how fast the case is closed, it is about the quality of the service. For example, I'm having hard time setting my brand new mobile to send MMS. Calling in to the helpdesk, in most cases they will advise to check the tutorial on the web, either in their web site or manufacturer's. Those are the ones that are just doing their job.

Those with good customer service are the ones that tell you, and guide through the process. "Select the settings tab, then select network..." Or, "Mike! This Guy on the phone have issue with settings, I'm not familiar with mobile. Can you advise? Thanks." That's good customer service! 

Based on the first contact the customer will have, their satisfaction and expectation for their next interactions will be set.

Here are some rules of thumb to improve your support and make it excellent customer service. It will keep people coming back to you (for the right reasons)… 

·         Make sure you represent a product or service you believe in!

·         Warm & sincere greeting on first contact.

·         Establish whether your business has what the customer needs (offer to help find it)-provide it or suggest better alternative, to their benefit.

·         Develop an easy and positive intimacy with the customer. Let them know they are respected and appreciated.

·         Go above and beyond. Then, provide an easy, efficient solution.

·         Sincerely and warmly thank the customer for their business and invite them to come back if ever they need your help again.

Image source My Australian Secretary