Get proactive with your customer support
Making Zendesk Beautifully Simple                                                      to evaluate, buy, use & grow       ...
© 2012 Copyright Zendesk Inc - Strictly Confidential   5
How did Zendesk                                                       get proactive?© 2012 Copyright Zendesk Inc - Strictl...
High volume business© 2012 Copyright Zendesk Inc - Strictly Confidential   7
Trials trials trials                                                      •10,000s of trials                              ...
We didn’t start as a people business            = 1,000 customers                                                         ...
Lots of knobs to adjust© 2012 Copyright Zendesk Inc - Strictly Confidential   10
Vanilla is the favorite flavor                                                      70% of customers stick with default vi...
show product video....
People ask the darndest questions© 2012 Copyright Zendesk Inc - Strictly Confidential   14
Getting proactive is a must                                                      ...but how?© 2012 Copyright Zendesk Inc -...
How to be Proactive?            Finding the right balance of             product and people at the                     rig...
Product Engagement -                                     Our Most Effective Tool© 2012 Copyright Zendesk Inc - Strictly Co...
Feature Activation & Account Usage                                                      In-Product   Email© 2012 Copyright...
Benchmarks© 2012 Copyright Zendesk Inc - Strictly Confidential   22
Convention over Configuration© 2012 Copyright Zendesk Inc - Strictly Confidential   23
Tweaking our Welcome Emails© 2012 Copyright Zendesk Inc - Strictly Confidential   24
Nurture Emails ... not so much© 2012 Copyright Zendesk Inc - Strictly Confidential   25
What about people?© 2012 Copyright Zendesk Inc - Strictly Confidential               26
Who do we reach out to?                                                      Who does the outreach?                       ...
Trial EngagementWe can’t call every trial • ~25% of our support volume comes from trialers • Mom-shoring • Key engagement ...
On-boarding (first 90 days)We can’t personally on-board every new customer • Segmented based on sales channel, MRR, # agen...
Monitoring Expansion & ChurnRelatively easy to see expansion targets in usage data© 2012 Copyright Zendesk Inc - Strictly ...
Proactive Monitoring & NotificationsDedicated Account Management for top accountsProactive tickets for others© 2012 Copyri...
Ongoing Health ChecksWe can’t call every customer every 6 monthsDon’t wait until renewal time© 2012 Copyright Zendesk Inc ...
Results & Lessons Learned© 2012 Copyright Zendesk Inc - Strictly Confidential   35
•Industry leading negative                                                                                     churn      ...
1.   Easy to use                      NPS at                          2.   Zendesk support/people                    anniv...
© 2012 Copyright Zendesk Inc - Strictly Confidential   38
• Engaging Customers > Tickets                                                      • Helping > Selling© 2012 Copyright Ze...
Customer Success Summit: Get Proactive With Your Customer Support
Customer Success Summit: Get Proactive With Your Customer Support
Customer Success Summit: Get Proactive With Your Customer Support
Customer Success Summit: Get Proactive With Your Customer Support
Customer Success Summit: Get Proactive With Your Customer Support
Customer Success Summit: Get Proactive With Your Customer Support
Customer Success Summit: Get Proactive With Your Customer Support
Customer Success Summit: Get Proactive With Your Customer Support
Customer Success Summit: Get Proactive With Your Customer Support
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Customer Success Summit: Get Proactive With Your Customer Support

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

Published in: Business

Customer Success Summit: Get Proactive With Your Customer Support

  1. 1. Get proactive with your customer support
  2. 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. 3. © 2012 Copyright Zendesk Inc - Strictly Confidential 5
  4. 4. How did Zendesk get proactive?© 2012 Copyright Zendesk Inc - Strictly Confidential 6
  5. 5. High volume business© 2012 Copyright Zendesk Inc - Strictly Confidential 7
  6. 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. 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. 8. Lots of knobs to adjust© 2012 Copyright Zendesk Inc - Strictly Confidential 10
  9. 9. Vanilla is the favorite flavor 70% of customers stick with default views© 2012 Copyright Zendesk Inc - Strictly Confidential 11
  10. 10. show product video....
  11. 11. People ask the darndest questions© 2012 Copyright Zendesk Inc - Strictly Confidential 14
  12. 12. Getting proactive is a must ...but how?© 2012 Copyright Zendesk Inc - Strictly Confidential 15
  13. 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. 14. Product Engagement - Our Most Effective Tool© 2012 Copyright Zendesk Inc - Strictly Confidential 17
  15. 15. Feature Activation & Account Usage In-Product Email© 2012 Copyright Zendesk Inc - Strictly Confidential 21
  16. 16. Benchmarks© 2012 Copyright Zendesk Inc - Strictly Confidential 22
  17. 17. Convention over Configuration© 2012 Copyright Zendesk Inc - Strictly Confidential 23
  18. 18. Tweaking our Welcome Emails© 2012 Copyright Zendesk Inc - Strictly Confidential 24
  19. 19. Nurture Emails ... not so much© 2012 Copyright Zendesk Inc - Strictly Confidential 25
  20. 20. What about people?© 2012 Copyright Zendesk Inc - Strictly Confidential 26
  21. 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. 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. 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. 24. Monitoring Expansion & ChurnRelatively easy to see expansion targets in usage data© 2012 Copyright Zendesk Inc - Strictly Confidential 32
  25. 25. Proactive Monitoring & NotificationsDedicated Account Management for top accountsProactive tickets for others© 2012 Copyright Zendesk Inc - Strictly Confidential 33
  26. 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. 27. Results & Lessons Learned© 2012 Copyright Zendesk Inc - Strictly Confidential 35
  28. 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. 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. 30. © 2012 Copyright Zendesk Inc - Strictly Confidential 38
  31. 31. • Engaging Customers > Tickets • Helping > Selling© 2012 Copyright Zendesk Inc - Strictly Confidential • Everyone needs Guidance 39

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