Practical Zendesk Administration, 2nd Edition

Preface

In 2011, a survey was conducted to find out what people really value about the companies and brands they use. It may surprise you to know that when choosing among product quality, price, or customer service, 55% of people selected customer service as the most important factor in determining whether they would recommend a company.

The example I often give is this: imagine your friend has bought a pen. Now imagine you want to buy a pen for yourself, and you ask your friend whether she likes the pen she purchased. Statistically speaking, your friend is unlikely to say, “it’s a good pen because it writes really well.” She also won’t say, “I like this pen because I got it for a good price” or “I like it because it doesn’t smudge.” No, statistically speaking, your friend is most likely to say, “I like this pen because, on the day it ran out of ink and I called the pen company, the customer service rep made me feel really good about owning this pen.”

That is the sort of relationship Zendesk helps you achieve with your customers. For more details on this statistic, see the “Why Companies Should Invest in the Customer Experience” infographic.

The best way to describe this book is “the Zendesk consultant in book form.” The advice, best practices, and pitfalls included in this book are the result of working in the trenches, launching Zendesk customer implementations, delivering training sessions, and answering literally thousands of questions from training participants in countries all ...