Cookie Preference Centre

Your Privacy
Strictly Necessary Cookies
Performance Cookies
Functional Cookies
Targeting Cookies

Your Privacy

When you visit any web site, it may store or retrieve information on your browser, mostly in the form of cookies. This information might be about you, your preferences, your device or used to make the site work as you expect it to. The information does not usually identify you directly, but it can give you a more personalized web experience. You can choose not to allow some types of cookies. Click on the different category headings to find out more and change our default settings. However, you should know that blocking some types of cookies may impact your experience on the site and the services we are able to offer.

Strictly Necessary Cookies

These cookies are necessary for the website to function and cannot be switched off in our systems. They are usually only set in response to actions made by you which amount to a request for services, such as setting your privacy preferences, logging in or filling in forms. You can set your browser to block or alert you about these cookies, but some parts of the site may not work then.

Cookies used

Performance Cookies

These cookies allow us to count visits and traffic sources, so we can measure and improve the performance of our site. They help us know which pages are the most and least popular and see how visitors move around the site. All information these cookies collect is aggregated and therefore anonymous. If you do not allow these cookies, we will not know when you have visited our site.

Cookies used

Google Analytics

Functional Cookies

These cookies allow the provision of enhance functionality and personalization, such as videos and live chats. They may be set by us or by third party providers whose services we have added to our pages. If you do not allow these cookies, then some or all of these functionalities may not function properly.

Cookies used




Targeting Cookies

These cookies are set through our site by our advertising partners. They may be used by those companies to build a profile of your interests and show you relevant ads on other sites. They work by uniquely identifying your browser and device. If you do not allow these cookies, you will not experience our targeted advertising across different websites.

Cookies used


This site uses cookies and other tracking technologies to assist with navigation and your ability to provide feedback, analyse your use of our products and services, assist with our promotional and marketing efforts, and provide content from third parties

Become a Basic Member for free. Click Here

How Zendesk measures the customer experience - Zendesk - Blog

How Zendesk measures the customer experience

Customers often ask us how we use Zendesk products internally. That’s why we introduced a discussion series in our community forum called “Zendesk On Zendesk”. It’s here that we often share how we’ve rolled out new channels of support or tricks we love, like “Bump Bump Solve”.

Because every business has different needs and Zendesk’s configuration options are limitless, our goal is never to encourage our customers to fine tune their Zendesk products in exactly the same way we do. Instead, we want to share ideas and shed light on some possibilities. After all, Zendesk and its customers share a common goal: improving how we deliver on the customer experience.

But how do you know if and when you achieve this end goal? Here at Zendesk, delivering on the customer experience is more than making customers happy and measuring customer satisfaction.

“We tell our advocates ‘just make it awesome’”, said Paul Barth, Zendesk’s director of global advocacy operations and strategy. “But as an organization, we have to deliver customer experiences that also make business-sense. We’re looking at how we can continue to improve our service while simultaneously getting more strategic in measuring our department against costs and revenue.”

At the heart of this challenge is a team of analysts, led by Craig Devine, manager of advocacy software engineering and analytics, who sift through the mountain of Zendesk data to uncover opportunities. “We’re not just number crunchers,” Devine said. “We are tasked to translate data into something actionable to optimize processes, measure current initiatives, and plan for the future.”

Analyzing agent productivity by channel
One of our major initiatives this past year was to optimize the many communication channels customers can use to reach out for help.

“We want our customers to be able to contact us via their preferred channel,” Barth said. “But behind the scenes, we want to better understand the right mix of channels and the resources needed to staff them.”

Senior Data Analyst Sarah Kay is one of the analysts that digs into our data to find the answers to these questions.

“When you analyze channel performance, it’s not always an apples-to-apples comparison,” Kay said. “You have to consider the nature of the channel and the types of behaviors it elicits.”

For example, response times are immediate on synchronous channels like phone and chat, but customers tend to ask multiple questions while on the phone and via email. To evaluate the effectiveness of these channels, Kay focused on how efficient Zendesk advocates were at handling inquiries by channel. To do this, the team looked at:


By this calculation, the team learned that our most efficient channel is live chat.

“Our advocates can typically handle three to five chats at one time,” Kay explained. “Chat tends to see simpler questions, but at the same time, customers like to chat so we saw an increase in volume.”

Tracking the ROI of self-service
While opening communication channels is critical to delivering a great customer experience, resources are finite for almost every support organization. What makes the most “business-sense” is to scale through self-service, and determine how our customers self-serve has been another focus point for the Advocacy Analytics team.

“Investigating how people use our Help Center is particularly interesting,” Kay said. “It’s like getting to know our ‘silent customers’ who don’t usually speak up, and understanding where they’re getting stuck.”

To understand our customers’ self-service experience, Kay and the team monitor a variety of metrics:

  1. The number of tickets across asynchronous channels like email and forms solved with a single response—aka “one-touch” solves.
  2. These tickets help us understand how many of our tickets could potentially be solved by a Help Center article.
  3. The number of searches in our Help Center where the customer did not click on an article. The self-service ratio, to measure the amount of engagement with self-service content. We use this calculation to determine the self-service ratio:


“Each of these metrics gives us intel on how useful our Help Center content is, and where we need to invest more,” Kay explained. “By applying various lenses to this analysis, we can start to piece together the journey of a self-service customer.”

Measuring how agents contribute to the customer experience
Measuring these various elements of the customer experience is just the starting point. “Every data point that’s being used to measure the customer experience needs to be mapped back to what our advocates are doing,” Devine explained. “It’s the only way you can truly measure the value of how our advocates contribute to the business.”

One way Devine and his team tackled this analysis was to measure the sales and revenue influenced by advocates.

“The lines between sales and customer support can be blurry,” Kay said. “Our advocates often provide product knowledge and support that leads to a sale.”

Bringing together revenue and support data into analytics tools like Zendesk Explore for analysis enables the team to see the number of trial conversions our advocates touched, and how many customer wins were aided by the support our advocates provide. This analysis is taken further by then comparing the value of the customers who received support to the cost of the advocacy organization.


While it’s useful to assign a dollar sign to the work an advocate does, that number never fully explains their value. Support advocates aren’t just solving tickets day-in and day-out. They’re also making other contributions, like creating self-service content, engaging with our community, and working with the product team to troubleshoot bugs.

All these analyses and metrics help guide the Zendesk Advocacy team, but the analytics team is also working towards a bigger goal.

“I think of our Advocacy team as patient zero,” Barth said. “We are constantly thinking of how we can best run our department, but also asking how can we best provide feedback that our product team can build upon. How can we push the limits of our products so we can help our customers deliver a better experience to their customers?”

A special shout-out to all the amazing Zendesk analysts who are the brains of our operation: Sarah Kay, Cindy Au, Brent Clark, and Alex Small.

Get more tips from our Zendesk on Zendesk series. And as always, email us at for any questions on how to improve your Zendesk analytics.


Publish Date: November 22, 2016 5:00 AM

2020 Buyers Guide Training


Call Centers
Contact Centers
Admin Training
Supervisor Training

Davis-Mayo Associates

"Service Excellence" Customer Service Training
Live onsite training for your teams. Experienced by more than 450,000 people in 48 US states and 18 countries. No-nonsense approach by our experts with field-test content customized to your situation and using your scenarios.

Lieber & Associates

Training Executives, Managers, Supervisors, and Reps
Lieber & Associates provides training for all levels of the contact center team. The firm customizes its off-the-shelf trainings to meet your specific company needs,

Executive and manager sessions address topics such as customer experience, metrics, technology, AI, and video calls. Supervisor sessions train your leaders to better coach and motivate reps. Phone staff modules include sessions on customer service, order-taking, cross-selling, handling difficult calls, phone "soft skills," and more.
PH: +1-773-325-0608

Manitoba Customer Contact Association

Making Training and Development Part of Your Corporate Landscape

Organizations are always on the look out to save money and make more profit. Usually when it comes to crunch time some leaders will scrap training in order to tighten the belt. The downside of this is the cycle it creates.

Because some employers see training as a flexible benefit, employee development is often taken off the table. When employees don’t feel valued it becomes easy to see a revolving door. The constant need to hire goes up which ultimately means costs go up; we know that hiring costs more than retaining the right people.

Start the conversation: Explore our Training Page
(read more)
PH: 204-975-6468

Orion Learning Services Inc.

Learning & Development
Learning & Development for Agents, Supervisors, Managers and Administration/Support Staff

Orion Learning is a global leader in providing accredited learning and development solutions for organizations globally. We offer call/contact center certification programs for Agents, Supervisors and Managers, business certifications and examinations for wide range of topics including project management, change management and service management, leadership soft skills and a full suite of assessment tools which can be used for recruitment, talent management, succession planning and coaching/mentoring. We deliver our solutions to global community and all of our solutions are delivered digitally.
PH: 1-416-992-5158


VADS Training Center
PT VADS Indonesia as a Learning Center provides trainers, modules, development programs for individuals and teams. VADS Indonesia owns a vast curriculum for training provided by local trainers with flexible training locations that can be arranged at the client's place or PT VADS Learning Center. VADS Provide knowledge process, transformation consultancy, customer service training, leadership training, interpersonal development, and training for trainers.

Benefit :
- Customizable training by experienced trainers
- Increase motivation and engagement
- Improves customer service skills and knowledge
PH: 0217991445

The Forum

Get connected to raise standards. Established in 2000, we are celebrating 20 years of best practice, our community of professionals is recognised as the ‘go-to place’ for innovation in customer operations, from contact centre and digital to field, back office, branch & retail services, working across all industry sectors.

We offer an independent and trusted space for learning and sharing, proud to welcome members are into a thriving and active community to network with other like-minded professionals. Benchmark against the best in class and learn from innovators and pioneers. Our team of independent experts can also offer bespoke advice, consultancy and training. We have helped many organisations develop the capability of their vital support functions.
PH: +44 (0)3331235960

View more from Zendesk

Recent Blog Posts:
How to increase conversions with chatMay 26, 2017 5:00 AM
Let’s get serious about improving the customer experienceMay 26, 2017 5:00 AM
You don’t always need call center scriptsMay 25, 2017 5:00 AM
Setup your agents and end-users for success with ChatMay 25, 2017 5:00 AM
How customer-centric is your business?May 23, 2017 5:00 AM
Creating a customer service definitionMay 22, 2017 5:00 AM
Ticket deflection: the currency of self-serviceMay 22, 2017 5:00 AM
Improve the agent experience for happier customersMay 22, 2017 5:00 AM
Work smarter: live chat best practicesMay 17, 2017 5:00 AM
Improving the customer experienceMay 15, 2017 5:00 AM

Industry Champion Award Leaderboard

Submit Event

Upcoming Events

Join professionals in the CX and contact center world at our online Expo, part of the 15th annual NEXT GENERATION Contact Center & Customer Engagement Best Practices event.

Attending the EXPO is FREE to any member of our association and you can me... Read More...

Latest Americas Newsletter
both ids empty
session userid =
session UserTempID =
session adminlevel =
session blnTempHelpChatShow =
session cookie set = True
session page-view-total =
session page-view-total =
applicaiton blnAwardsClosed =
session blnCompletedAwardInterestPopup =
session blnCheckNewsletterInterestPopup =
session blnCompletedNewsletterInterestPopup =