Zendesk Channel Performance Report
Tickets come from multiple channels: email, chat, phone, web form, social. Each channel has different customer expectations, staffing needs, and metrics. This guide covers how to report on channel performance in Zendesk.
Why channel performance matters
- Different expectations — Chat customers expect minutes; email customers expect hours.
- Different costs — Phone is expensive; self-service is cheap.
- Staffing decisions — If chat volume is growing, you need more real-time coverage.
- Experience gaps — One channel might have great CSAT; another might be lagging.
Understanding channel mix helps you allocate resources effectively.
Key metrics by channel
| Metric | Why it matters |
|---|---|
| Ticket volume | Which channels are growing? |
| First reply time | Are you meeting channel-specific expectations? |
| Resolution time | Do some channels resolve faster? |
| CSAT | Customer satisfaction by channel |
| Touches per ticket | Efficiency by channel |
Track these per channel and compare over time.
Channel benchmarks (rough guides)
| Channel | FRT expectation | Resolution expectation |
|---|---|---|
| 4–24 hours | 24–48 hours | |
| Chat | < 1 minute | During session |
| Phone | Immediate | During call |
| Social | 1–4 hours | 4–24 hours |
| Web form | 4–24 hours | 24–48 hours |
Your targets may vary. The point: different channels need different SLAs.
How to report in Zendesk Explore
- Create a new report — Use Support: Tickets dataset.
- Add channel dimension — “Ticket channel” groups tickets by source.
- Add metrics — Count, median first reply time, median resolution time.
- Filter — Created date or solved date for your period.
- Visualize — Table or bar chart comparing channels.
For CSAT by channel, use the Satisfaction dataset and join by ticket.
What to look for
Volume trends:
- Is email declining while chat grows? Plan staffing.
- Sudden spike in a channel? Investigate (marketing campaign? outage?).
Speed by channel:
- Is chat first reply time under 1 minute? If not, you’re losing customers.
- Is email slower than target? Check routing or staffing.
Quality by channel:
- Low CSAT on phone? Might be hold times or agent training.
- High reopen rate on chat? Agents might be rushing to close.
Optimizing channel mix
If one channel is expensive and slow (phone), consider:
- Deflecting to self-service or chat
- Adding IVR to handle simple questions
- Promoting email for non-urgent issues
For self-service rate and help center views, track deflection success.
Common mistakes
- One SLA for all channels — A 24-hour FRT target makes sense for email, not for chat. Differentiate.
- Ignoring social — Social channel volume is often low but highly visible. Don’t let it slip.
- Not tracking channel mix over time — Shifts in channel mix affect staffing. Monitor monthly.
- Assuming all channels are equal — Some issues are better suited for certain channels. Route accordingly.
FAQ
How do I see channel mix over time?
Create a line chart with ticket count by channel by month. Look for trends.
Should I set different SLAs per channel?
Yes, if your SLA policy allows it. At minimum, set internal targets per channel.
What if most tickets are “email” but customers expect chat?
Consider adding chat support or being clear about response times on your contact page.