How Zendesk uses data to make customers happier
Making Zendesk Beautifully Simple
to evaluate, buy, use & grow
Product Management
Analytics
UX + Interaction Design

Sam B...
WHY WE STARTED ZENDESK
Customer service trends
cloud-based
consumerization
pay as you go
voice of the customer
subscription economy
mobile
The Zendesk Platform

© 2012 Copyright Zendesk Inc - Strictly Confidential

6
Company Highlights
EMPLOYEES

FOUNDED

450+
30k+

ORIGIN

2007

HQ

Denmark

San Francisco

OFFICES

CUSTOMERS

D U B LI N...
© 2013 Copyright Zendesk Inc - Strictly Confidential
Data

© 2012 Copyright Zendesk Inc - Strictly Confidential

12
OUR SUPERPOWER

35K

ZENDESK

CUSTOMERS

24

MILLION
TICKETS

200M+
END
USERS

PER MONTH

© 2012 Copyright Zendesk Inc - S...
OUR SUPERPOWER

1

UNIFIED
DATA SET
© 2012 Copyright Zendesk Inc - Strictly Confidential

14
OUR SUPERPOWER

• Ticket
• Agent
• Forum View
• Reply Time
• Customer Satisfaction Rating
• Net Promoter Score
© 2012 Copy...
3 Ways We Leverage our
Superpower

© 2012 Copyright Zendesk Inc - Strictly Confidential

22
1. Provide Better Customer Support
2. Build Better Products
3. Educate our Customers
Provide better support

© 2012 Copyright Zendesk Inc - Strictly Confidential

24
Support is a part of the customer experience

Tickets Through Account Lifecycle
Frequency of Tickets by Month
10000

Based...
Tracking our performance on key metrics

© 2012 Copyright Zendesk Inc - Strictly Confidential

28
Benchmarking our performance against similar help desks

© 2012 Copyright Zendesk Inc - Strictly Confidential

29
Proactive support for at-risk customers

“The ability to see at-risk customers is invaluable when managing 200+ accounts."...
Proactive tickets

© 2012 Copyright Zendesk Inc - Strictly Confidential

31
Build better products

© 2012 Copyright Zendesk Inc - Strictly Confidential

32
Support data tells the product team what to fix

© 2012 Copyright Zendesk Inc - Strictly Confidential

33
A bird’s eye view of feature adoption

© 2012 Copyright Zendesk Inc - Strictly Confidential

35
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 Confidenti...
show product video....
Educate customers

© 2012 Copyright Zendesk Inc - Strictly Confidential

39
Zendesk benchmark - just the basics

© 2012 Copyright Zendesk Inc - Strictly Confidential

41
Zendesk benchmark - diving deeper into performance metrics

© 2012 Copyright Zendesk Inc - Strictly Confidential

42
Zendesk customers benchmarked by tenure, feature use, and more

© 2012 Copyright Zendesk Inc - Strictly Confidential

43
The Zendesk Benchmark

© 2012 Copyright Zendesk Inc - Strictly Confidential

44
The future...

© 2012 Copyright Zendesk Inc - Strictly Confidential

45
Satisfaction Prediction App

A

Ticket is received or updated by Zendesk

B

New satisfaction rating is received

A

Send ...
Statisfaction: an app that predicts satisfaction

© 2012 Copyright Zendesk Inc - Strictly Confidential

47
Agent learning curve

© 2012 Copyright Zendesk Inc - Strictly Confidential

48
TICKET FLOW VISUALIZATION

© 2012 Copyright Zendesk Inc - Strictly Confidential

49
Show the correlation between
great customer service and better
business outcomes
Higher Customer Lifetime Value
Reduced Ch...
Lessons Learned

© 2012 Copyright Zendesk Inc - Strictly Confidential

51
You go to war
with the data you
have, not the data
you want.
“Democratize
your data.”

Socrates
Culture of
experimentation
Thanks!

12.23.12
How Zendesk Uses Data to Make Customers Happier
How Zendesk Uses Data to Make Customers Happier
How Zendesk Uses Data to Make Customers Happier
How Zendesk Uses Data to Make Customers Happier
How Zendesk Uses Data to Make Customers Happier
How Zendesk Uses Data to Make Customers Happier
How Zendesk Uses Data to Make Customers Happier
How Zendesk Uses Data to Make Customers Happier
How Zendesk Uses Data to Make Customers Happier
How Zendesk Uses Data to Make Customers Happier
How Zendesk Uses Data to Make Customers Happier
How Zendesk Uses Data to Make Customers Happier
How Zendesk Uses Data to Make Customers Happier
How Zendesk Uses Data to Make Customers Happier
How Zendesk Uses Data to Make Customers Happier
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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 conference, October 21-23, 2013.

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How Zendesk Uses Data to Make Customers Happier

  1. 1. How Zendesk uses data to make customers happier
  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. WHY WE STARTED ZENDESK
  4. 4. Customer service trends cloud-based consumerization pay as you go voice of the customer subscription economy mobile
  5. 5. The Zendesk Platform © 2012 Copyright Zendesk Inc - Strictly Confidential 6
  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. 7. © 2013 Copyright Zendesk Inc - Strictly Confidential
  8. 8. Data © 2012 Copyright Zendesk Inc - Strictly Confidential 12
  9. 9. OUR SUPERPOWER 35K ZENDESK CUSTOMERS 24 MILLION TICKETS 200M+ END USERS PER MONTH © 2012 Copyright Zendesk Inc - Strictly Confidential 13
  10. 10. OUR SUPERPOWER 1 UNIFIED DATA SET © 2012 Copyright Zendesk Inc - Strictly Confidential 14
  11. 11. OUR SUPERPOWER • Ticket • Agent • Forum View • Reply Time • Customer Satisfaction Rating • Net Promoter Score © 2012 Copyright Zendesk Inc - Strictly Confidential 15
  12. 12. 3 Ways We Leverage our Superpower © 2012 Copyright Zendesk Inc - Strictly Confidential 22
  13. 13. 1. Provide Better Customer Support 2. Build Better Products 3. Educate our Customers
  14. 14. Provide better support © 2012 Copyright Zendesk Inc - Strictly Confidential 24
  15. 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. 16. Tracking our performance on key metrics © 2012 Copyright Zendesk Inc - Strictly Confidential 28
  17. 17. Benchmarking our performance against similar help desks © 2012 Copyright Zendesk Inc - Strictly Confidential 29
  18. 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. 19. Proactive tickets © 2012 Copyright Zendesk Inc - Strictly Confidential 31
  20. 20. Build better products © 2012 Copyright Zendesk Inc - Strictly Confidential 32
  21. 21. Support data tells the product team what to fix © 2012 Copyright Zendesk Inc - Strictly Confidential 33
  22. 22. A bird’s eye view of feature adoption © 2012 Copyright Zendesk Inc - Strictly Confidential 35
  23. 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. 24. show product video....
  25. 25. Educate customers © 2012 Copyright Zendesk Inc - Strictly Confidential 39
  26. 26. Zendesk benchmark - just the basics © 2012 Copyright Zendesk Inc - Strictly Confidential 41
  27. 27. Zendesk benchmark - diving deeper into performance metrics © 2012 Copyright Zendesk Inc - Strictly Confidential 42
  28. 28. Zendesk customers benchmarked by tenure, feature use, and more © 2012 Copyright Zendesk Inc - Strictly Confidential 43
  29. 29. The Zendesk Benchmark © 2012 Copyright Zendesk Inc - Strictly Confidential 44
  30. 30. The future... © 2012 Copyright Zendesk Inc - Strictly Confidential 45
  31. 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. 32. Statisfaction: an app that predicts satisfaction © 2012 Copyright Zendesk Inc - Strictly Confidential 47
  33. 33. Agent learning curve © 2012 Copyright Zendesk Inc - Strictly Confidential 48
  34. 34. TICKET FLOW VISUALIZATION © 2012 Copyright Zendesk Inc - Strictly Confidential 49
  35. 35. Show the correlation between great customer service and better business outcomes Higher Customer Lifetime Value Reduced Churn Happier Customers
  36. 36. Lessons Learned © 2012 Copyright Zendesk Inc - Strictly Confidential 51
  37. 37. You go to war with the data you have, not the data you want.
  38. 38. “Democratize your data.” Socrates
  39. 39. Culture of experimentation
  40. 40. Thanks! 12.23.12
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