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How Zendesk Uses Data to Make Customers Happier

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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 …

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.

Published in: Technology, Business, Education

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  • 1. How Zendesk uses data to make customers happier
  • 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. WHY WE STARTED ZENDESK
  • 4. Customer service trends cloud-based consumerization pay as you go voice of the customer subscription economy mobile
  • 5. The Zendesk Platform © 2012 Copyright Zendesk Inc - Strictly Confidential 6
  • 6. Company Highlights EMPLOYEES FOUNDED 450+ 30k+ ORIGIN 2007 HQ Denmark San Francisco OFFICES CUSTOMERS D U B LI N C O P E N H AGE N LO N D ON M AD I S ON S AN F RA N CI S C O TO KY O M ANIL A BU E N O S A I R E S ME L BO UR NE OTHER STATS 200m end-users 500m customer interactions 140+ countries
  • 7. © 2013 Copyright Zendesk Inc - Strictly Confidential
  • 8. Data © 2012 Copyright Zendesk Inc - Strictly Confidential 12
  • 9. OUR SUPERPOWER 35K ZENDESK CUSTOMERS 24 MILLION TICKETS 200M+ END USERS PER MONTH © 2012 Copyright Zendesk Inc - Strictly Confidential 13
  • 10. OUR SUPERPOWER 1 UNIFIED DATA SET © 2012 Copyright Zendesk Inc - Strictly Confidential 14
  • 11. OUR SUPERPOWER • Ticket • Agent • Forum View • Reply Time • Customer Satisfaction Rating • Net Promoter Score © 2012 Copyright Zendesk Inc - Strictly Confidential 15
  • 12. 3 Ways We Leverage our Superpower © 2012 Copyright Zendesk Inc - Strictly Confidential 22
  • 13. 1. Provide Better Customer Support 2. Build Better Products 3. Educate our Customers
  • 14. Provide better support © 2012 Copyright Zendesk Inc - Strictly Confidential 24
  • 15. Support is a part of the customer experience Tickets Through Account Lifecycle Frequency of Tickets by Month 10000 Based on tickets logged by customers who began trials on January 1, 2011 through November 5, 2012 Total Number of Tickets Received 9000 8000 7000 6000 5000 4000 3000 2000 1000 0 1 2 3 © 2012 Copyright Zendesk Inc - Strictly Confidential 4 5 6 7 8 9 10 11 12 13 14 15 16 Number of Months After Trial Began 17 18 19 20 21 22 23 24 25
  • 16. Tracking our performance on key metrics © 2012 Copyright Zendesk Inc - Strictly Confidential 28
  • 17. Benchmarking our performance against similar help desks © 2012 Copyright Zendesk Inc - Strictly Confidential 29
  • 18. Proactive support for at-risk customers “The ability to see at-risk customers is invaluable when managing 200+ accounts." -Erin Kennedy, CAM © 2012 Copyright Zendesk Inc - Strictly Confidential 30
  • 19. Proactive tickets © 2012 Copyright Zendesk Inc - Strictly Confidential 31
  • 20. Build better products © 2012 Copyright Zendesk Inc - Strictly Confidential 32
  • 21. Support data tells the product team what to fix © 2012 Copyright Zendesk Inc - Strictly Confidential 33
  • 22. A bird’s eye view of feature adoption © 2012 Copyright Zendesk Inc - Strictly Confidential 35
  • 23. A closer look at adoption patterns ST R I C T LY C O N F ID E N T I A L © 2012 Copyright Zendesk Inc - Strictly Confidential 36
  • 24. show product video....
  • 25. Educate customers © 2012 Copyright Zendesk Inc - Strictly Confidential 39
  • 26. Zendesk benchmark - just the basics © 2012 Copyright Zendesk Inc - Strictly Confidential 41
  • 27. Zendesk benchmark - diving deeper into performance metrics © 2012 Copyright Zendesk Inc - Strictly Confidential 42
  • 28. Zendesk customers benchmarked by tenure, feature use, and more © 2012 Copyright Zendesk Inc - Strictly Confidential 43
  • 29. The Zendesk Benchmark © 2012 Copyright Zendesk Inc - Strictly Confidential 44
  • 30. The future... © 2012 Copyright Zendesk Inc - Strictly Confidential 45
  • 31. Satisfaction Prediction App A Ticket is received or updated by Zendesk B New satisfaction rating is received A Send ticket metrics and text to Google Prediction API Load predicted satisfaction rating back into Zendesk B © 2012 Copyright Zendesk Inc - Strictly Confidential Send new satisfaction rating to model for retraining 46
  • 32. Statisfaction: an app that predicts satisfaction © 2012 Copyright Zendesk Inc - Strictly Confidential 47
  • 33. Agent learning curve © 2012 Copyright Zendesk Inc - Strictly Confidential 48
  • 34. TICKET FLOW VISUALIZATION © 2012 Copyright Zendesk Inc - Strictly Confidential 49
  • 35. Show the correlation between great customer service and better business outcomes Higher Customer Lifetime Value Reduced Churn Happier Customers
  • 36. Lessons Learned © 2012 Copyright Zendesk Inc - Strictly Confidential 51
  • 37. You go to war with the data you have, not the data you want.
  • 38. “Democratize your data.” Socrates
  • 39. Culture of experimentation
  • 40. Thanks! 12.23.12