Customer Success Summit: Get Proactive With Your Customer Support

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Presented by Sam Boonin, Zendesk at Totango's Customer Success Summit. …

Presented by Sam Boonin, Zendesk at Totango's Customer Success Summit.
Watch his presentation here: https://vimeo.com/62505474

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  • 1. Get proactive with your customer support
  • 2. Making Zendesk Beautifully Simple to evaluate, buy, use & grow Product Management Analytics UX + Interaction Design Sam Boonin VP Products sam@zendesk.com© 2012 Copyright Zendesk Inc - Strictly Confidential 2
  • 3. © 2012 Copyright Zendesk Inc - Strictly Confidential 5
  • 4. How did Zendesk get proactive?© 2012 Copyright Zendesk Inc - Strictly Confidential 6
  • 5. High volume business© 2012 Copyright Zendesk Inc - Strictly Confidential 7
  • 6. Trials trials trials •10,000s of trials •13 languages •10,000s of support tickets •100,000s of self-service support views© 2012 Copyright Zendesk Inc - Strictly Confidential 8
  • 7. We didn’t start as a people business = 1,000 customers CSM #1 Sales rep #1 Customer advocate #1 2009 2010 2011 2012 2013 1,000 customers 5,000 customers 10,000 customers 20,000 customers 25,000 customers© 2012 Copyright Zendesk Inc - Strictly Confidential 9
  • 8. Lots of knobs to adjust© 2012 Copyright Zendesk Inc - Strictly Confidential 10
  • 9. Vanilla is the favorite flavor 70% of customers stick with default views© 2012 Copyright Zendesk Inc - Strictly Confidential 11
  • 10. show product video....
  • 11. People ask the darndest questions© 2012 Copyright Zendesk Inc - Strictly Confidential 14
  • 12. Getting proactive is a must ...but how?© 2012 Copyright Zendesk Inc - Strictly Confidential 15
  • 13. How to be Proactive? Finding the right balance of product and people at the right time USERS USAGE FUNCTIONALITY GROW FIRST VALUE DECREASE START ONBOARD NOT USING FAILED© 2012 Copyright Zendesk Inc - Strictly Confidential 16
  • 14. Product Engagement - Our Most Effective Tool© 2012 Copyright Zendesk Inc - Strictly Confidential 17
  • 15. Feature Activation & Account Usage In-Product Email© 2012 Copyright Zendesk Inc - Strictly Confidential 21
  • 16. Benchmarks© 2012 Copyright Zendesk Inc - Strictly Confidential 22
  • 17. Convention over Configuration© 2012 Copyright Zendesk Inc - Strictly Confidential 23
  • 18. Tweaking our Welcome Emails© 2012 Copyright Zendesk Inc - Strictly Confidential 24
  • 19. Nurture Emails ... not so much© 2012 Copyright Zendesk Inc - Strictly Confidential 25
  • 20. What about people?© 2012 Copyright Zendesk Inc - Strictly Confidential 26
  • 21. Who do we reach out to? Who does the outreach? When do we reach out? What do we say?© 2012 Copyright Zendesk Inc - Strictly Confidential 27
  • 22. Trial EngagementWe can’t call every trial • ~25% of our support volume comes from trialers • Mom-shoring • Key engagement signals = return to trial, adding users, configuring email© 2012 Copyright Zendesk Inc - Strictly Confidential 30
  • 23. On-boarding (first 90 days)We can’t personally on-board every new customer • Segmented based on sales channel, MRR, # agents • Dedicated CSM for larger accounts • Heavy support volume during account setup© 2012 Copyright Zendesk Inc - Strictly Confidential 31
  • 24. Monitoring Expansion & ChurnRelatively easy to see expansion targets in usage data© 2012 Copyright Zendesk Inc - Strictly Confidential 32
  • 25. Proactive Monitoring & NotificationsDedicated Account Management for top accountsProactive tickets for others© 2012 Copyright Zendesk Inc - Strictly Confidential 33
  • 26. Ongoing Health ChecksWe can’t call every customer every 6 monthsDon’t wait until renewal time© 2012 Copyright Zendesk Inc - Strictly Confidential 34
  • 27. Results & Lessons Learned© 2012 Copyright Zendesk Inc - Strictly Confidential 35
  • 28. •Industry leading negative churn •Expansion is huge part of our business •Direct human engagement http://www.forentrepreneurs.com/why-churn-is-critical-in-saas/ critical© 2012 Copyright Zendesk Inc - Strictly Confidential 36
  • 29. 1. Easy to use NPS at 2. Zendesk support/people anniversary 3. Affordable 59 4. 5. Features Reliable 6. Continually improving© 2012 Copyright Zendesk Inc - Strictly Confidential 37
  • 30. © 2012 Copyright Zendesk Inc - Strictly Confidential 38
  • 31. • Engaging Customers > Tickets • Helping > Selling© 2012 Copyright Zendesk Inc - Strictly Confidential • Everyone needs Guidance 39