When it comes to benchmarking customer service teams, operational traits can prove to be a more accurate and relevant point of comparison than common industry classifications.
That’s the overriding finding of the latest Zendesk Benchmark report, which claims New Zealand was pushed out of its number one position as the world’s leader in customer satisfaction by Belgium, which took the lead with the narrowest of margins, with a customer satisfaction score of 97.1% versus the Kiwi’s 97.0%.
Using machine learning techniques to group similar customer service operations, the research also found that support teams fall into four main types that can serve as an alternative to industry benchmarking: relationship builders, masters of complexity, late bloomers and captains of scale.
In country news, Asia led the way with greatest improvement in customer satisfaction with China, Singapore and Vietnam posting the largest gains in the fourth quarter.
Despite the progress, all three countries are still in the bottom half when compared globally. Belgium, New Zealand and Ireland posted the highest customer satisfaction scores for the second quarter in a row, while Belgium barely nudged out the Kiwis for the top spot.
According to findings, overall global customer satisfaction declined slightly in the fourth quarter of 2014 to 94.7 percent and that the travel and retail industries once again experienced the biggest fourth quarter drops in satisfaction during the hectic holiday season.