The document summarizes notable achievements in 2013 for SurveyMonkey's Help Center and training programs. Key points include: - Help Center enhanced search, taxonomy, and implemented Google search. Partnered with Grovo to create instructional videos. Improved user identity features and acquisition triggers. - Case deflection strategy reduced submitted cases by 16% and increased self-service rates to an average of 95.1%. - Training programs instituted monthly continuing education, aligned new hire onboarding between functions, and created an Enterprise-specific training program. - Customer satisfaction increased, and quality experiments found reviewing 30-100 cases provided statistically consistent representative scores.

1. 2013 in Review – Help Center & Training
Programs

2. Help Center – Notable Achievements in 2013
1. Enhanced browse and search experience:
a) New taxonomy/information architecture
b) New design of subcategory landing pages
c) Search improvements by implementing Google/cse
2. Videos – partnered with Grovo to produce 40+ how to videos
3. User identity:
a) API & tabbed articles/beta content
b) Enterprise
c) Better identify unknown users
d) Acquisition triggers to logged out users
e) Traffic logs in SF to sync with BI data warehouse
4. Case deflection & self service strategy – in Q4, showed a 16%
reduction in submitted cases and increased self-serve to an average
of 95.1%.
5. Help center code/visual improvements:
a) Design styles: Expandable/collapsible content, warning/tip
icons
b) Created infrastructure to support different article types (e.g.
standard FAQ. mobile, known issues, etc.)
6. International - Turkish launch

3. Enhanced Browse and Search Experience
Google Search & Autocomplete
We implemented Google Search and
autocompletes to increase search success.
Browse and Navigation - Taxonomy
We redefined our taxonomy and created easier to
navigate sub-category landing pages using card
sort and decision tree UX strategies

4. Videos – How-to Library Resource
Grovo Partnership
We partnered with Grovo to build 40+ how-to videos We also rolled out 5 videos in
international languages. This allows us to have a dedicated video landing page.

5. User Identity
Targeted Content
API & Tabbed Articles for Beta Content
Worked with engineering to use the
SurveyMonkey API for identifying a
user’s status and target content.
Enterprise User Experience
Created an experience to show only
Enterprise content based on the user status
as an Admin or a User.
Traffic & Session Logs
Built internal logs for Salesforce to
track HC page views to roll into the
BI data warehouse.

6. Sign Up CTA
Logged Out View – Phase 1
We added acquisition triggers
visible to the logged out
experience to direct users to our
sign up pages on the main
SurveyMonkey site.
1) Sign Up Free
2) Sign Up Pro
Initial data showed potential
conversion opportunities for users
and more engagement within the
product.

7. Case Deflection Strategy
Customer Insights
We used quarterly customer insight
reports to build our case deflection
feature where we show suggested
answers to customers on the
Contact Us page before they submit
a case.
This looked at category selections to
provide top answers on frequently
asked questions.
• In Q4, this resulted in a 16%
reduction in submitted cases.
• On average, deflection FAQs
show a 47% deflection
success rate.

8. Overall Self-Service Rate
In 2013, we redefined our self-service metric to include:
• Case submission = First Emails (BI report).
• Visits = All visits (Google Analytics).
80.0%
82.0%
84.0%
86.0%
88.0%
90.0%
92.0%
94.0%
96.0%
98.0%
100.0%
0
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30,000
40,000
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60,000
70,000
80,000
90,000
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AxisTitle
Case Submission / Help Visits at Least 1 Article Viewed
Site visits
First Email Cases
Self-service Rate

9. Visual Design Improvements & Code Clean Up
1. Created new article types to support
different content: standard articles, mobile
or specialized articles like “known issue”
2. Added zipped design elements to condense
or expand content on the page (see image
to the right)
3. Enabled anchors with zipped content to
automatically go to a specific place on a
page and automatically expand the zipped
section
4. Updated CSS to denote tips, alerts, or
banner content.

10. Quality and Training – Notable Achievements in
2013
1. Quality experiment to verify statistically the number of cases to
review each quarter per rep to get an accurate representation
of their true quality scores
2. Calibrated the customer ops leads to take on quality reviews
3. Continuing education/workshop strategy now running on a
monthly basis
4. Onboarding/training alignment with HR, customer ops, and
Audience
5. Phone training for all new hires after 6 months in email support
6. Enterprise onboarding and training program
7. Product webinar for 1000+ customers

11. Customer Satisfaction
We rolled out quality in Q3 of 2012. In 2013, we saw a nice increase in customer
satisfaction over the previous year.
65
70
75
80
85
90
CSAT%
Customer Support CSAT
CSAT2012
CSAT 2013

12. Quality Experiment
We tested the number of cases we should be scoring each quarter to understand the
impact. We found that scoring a large number of cases didn’t prove a stronger significance.
• Primary: QA score over the quarter based on > 30 cases per quarter
• Targeting 6 Cases every 2 weeks
• Secondary: CSAT comments used to refine QA insights
Quality score become statistically consistent when more than 30 cases are chosen
randomly:
2
2.2
2.4
2.6
2.8
3
3.2
3.4
3.6
3.8
Rep A Rep B Rep C Rep D Rep E Rep F
5 Random Cases
30 Random Cases
60 Random Cases
100 Random Cases
Case Score & Score difference between 30 and 100 Random Cases

13. New Hire Onboarding
We are collaborating with HR to align product training with the new monkey orientation.
• New Monkey Orientation happens bi-weekly in Palo Alto:
• Portland training team travels to PA once a month to facilitate product training on
Tuesday after the Monday HR onboarding.
• New Monkey Orientation happens in Portland monthly.
• VP or members of the management team will facilitate.
Boot Camp Onboarding Experiment:
We are experimenting with Enterprise for a boot camp style of onboarding similar to what
Audience does. This could become a proposal format for other departments.

14. Enterprise Onboarding
We implemented a boot camp style of onboarding and training for Enterprise Account
Executives and Account Managers. This takes them through:
1. HR and culture highlights
2. Product training
3. Product activities – building surveys, collecting data, analyzing results
4. Role-specific training
5. Billing tools and training
6. Enterprise business overview
a) Competitors
b) Product roadmap
7. SurveyMonkey business overviews
8. Tools overviews – Salesforce, admin tools, resources, etc.
9. Guest speakers to focus on special topics like:
a) Methodology
b) Audience
c) Contribute

15. Product Webinars
Throughout 2012 and 2013, we rolled out customer facing webinars to take users through
the product. We focused on these areas:
• Creating Surveys
• Sending Surveys
• Analyzing Data
We had participation groups ranging from a couple of hundred to one thousand.
We received positive feedback from attendees with an average attendance rate of 59%.