how zendesk uses data to make customers happier
DESCRIPTION
Zendesk VP of Products Sam Boonin's presentation, "How Zendesk Uses Data to Make Customers Happier." Given at the TSIA's (Technology Services Industry Association) TSW Service Transformations conference, October 21-23, 2013.TRANSCRIPT
How Zendesk uses data to make customers happier
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Sam BooninVP Products
Making Zendesk Beautifully Simple to evaluate, buy, use & grow
Product ManagementAnalyticsUX + Interaction Design
WHY WE STARTED ZENDESK
Customer service trendscloud-basedconsumerizationpay as you govoice of the customersubscription economymobile
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The Zendesk Platform
6
Company Highlights
CUSTOMERS
30k+OTHER STATS
450+EMPLOYEES FOUNDED
2007ORIGIN
DenmarkHQ
San Francisco
SAN FRANCISCO
LONDON
COPENHAGEN
MELBOURNE
DUBLIN
TOKYO
MADISON
MANILA
BUENOS AIRES
OFFICES
200m end-users 500m customer interactions 140+ countries
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© 2012 Copyright Zendesk Inc - Strictly Confidential
Data
12
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OUR SUPERPOWER
13
35KZENDESK CUSTOMERS
24 MILLIONTICKETS PER MONTH
200M+END
USERS
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OUR SUPERPOWER
14
1UNIFIED
DATA SET
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OUR SUPERPOWER
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• Ticket• Agent• Forum View• Reply Time• Customer Satisfaction Rating• Net Promoter Score
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3 Ways We Leverage our Superpower
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1. Provide Better Customer Support
2. Build Better Products
3. Educate our Customers
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Provide better support
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Support is a part of the customer experience
Tickets Through Account Lifecycle
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Tota
l Num
ber
of T
icke
ts R
ecei
ved
Number of Months After Trial Began
Frequency of Tickets by Month Based on tickets logged by customers who began trials on January 1, 2011 through November 5, 2012
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Tracking our performance on key metrics
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Benchmarking our performance against similar help desks
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Proactive support for at-risk customers
“The ability to see at-risk customers is invaluable when managing 200+ accounts." -Erin Kennedy, CAM
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Proactive tickets
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Build better products
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Support data tells the product team what to fix
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A bird’s eye view of feature adoption
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A closer look at adoption patterns
36STRICTLY CONFIDENTIAL
show product video....
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Educate customers
39
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Zendesk benchmark - just the basics
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Zendesk benchmark - diving deeper into performance metrics
42
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Zendesk customers benchmarked by tenure, feature use, and more
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The Zendesk Benchmark
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The future...
45
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Satisfaction Prediction App
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Send ticket metrics and text to Google Prediction API
Load predicted satisfaction rating back into Zendesk
Send new satisfaction rating to model for retraining
A
B
A
B
Ticket is received or updated by Zendesk
New satisfaction rating is received
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Statisfaction: an app that predicts satisfaction
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Agent learning curve
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TICKET FLOW VISUALIZATION
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Show the correlation between great customer service and better business outcomes
Higher Customer Lifetime Value
Reduced Churn
Happier Customers
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Lessons Learned
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You go to war with the data you have, not the data you want.
“Democratizeyour data.”
Socrates
Culture of experimentation
12.23.12
Thanks!