1. Slide 1 − Zuora Confidential, not for distribution beyond intended recipientSlide 1 − Zuora Confidential, not for distribution beyond intended recipient
THE ZUORA STORY
Turning Customer Support Into
Customer Partnerships
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Hello, My Name Is…
@ZuoraGeek
3. Slide 3 − Zuora Confidential, not for distribution beyond intended recipient
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4
“By2015, 35%of Global 2000 companies will generaterevenue
through subscription-based services andrevenue models.”
1999 Today
WhatIsThe
Subscription Economy?
BUY NOW SUBSCRIBE
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5
Businesses Can Subscribe
ToAnything
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6
Consumers Can Subscribe
ToAnything
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BUY NOW SUBSCRIBE
Product Relationships
7
BusinessesIn TheSubscriptionEconomy
Are Focused On Relationships
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FocusingonCustomerRelationshipsIs
Our Team’s Business
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100%
Customer Satisfaction
Our Mission
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customer experience
communication
channelsintegrations
self service
customer portal
analytics
reporting
workflows
SLA
macros
socialmedia
community
email
views
collaboration
data
search
mobile
satisfaction
tickets
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1
2
3
Open communication
channels with customers
Cross-departmental
collaboration
Customer-centric
philosophy
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How Do We Get To 100%
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CUSTOMER PORTAL
MULTI-CHANNEL
FOLLOW THE SUN
REPORTING
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StepOne:
Laying The Foundation
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ZuoraTip:
Surface FAQs In Product
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ZuoraTip:
Surface FAQs Before A Ticket
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Opening1:1
Communication Channels
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Locallanguagesupport inEnglish,Spanish,
Vietnamese,Mandarin,Korean,andFilipino
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Zuora Global Support
ZendeskVoiceintheUS,Canada,UK,and
Netherlands
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Follow The Sun Structure
24/7/365 Coverage
7amstartinColorado
7amstartinCalifornia
8amstartinCalifornia
9amstartinCalifornia
7amstartinBeijing
9amstartinBeijing
1pmstartinBeijing
2pmstartinBeijing
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Capturing Meaningful Data
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vs
4.5 30.1firstresponsetime(hrs) firstresponsetime(hrs)
vs
1,128 636ticketspermonth ticketspermonth
vs
8.4 1.52forum:ticketratio forum:ticketratio
vs
98% 80%customersatisfaction customersatisfaction
Zuora Zendesk Benchmark
Customer
Self-Service
Scale
Efficiency
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Zuora
Tip:
Track
trends
over
time
98.0%
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ZuoraTip:
Use Tags to analyze performance
98.0%
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Product Services
Support Sales
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StepTwo:
Uniting The Zuora Teams
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Salesforce Data in Zendesk
Customer data
right next to a
live ticket
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Zendesk Data in Salesforce
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26
Creating Hubs and Spokes
Zuora
Global Support
Zuora University Tech Ops
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ZuoraTip:
Hub/Spoke
CUSTOMER HUB SPOKE
Urgent P0 Urgent
High P1 High
Medium P2 Medium
Low P3 Low
- P3 Low
Opened
Priority
High
Auto Set
Severity
P1
Adjust
Severity
P2
Auto Set
Priority
Medium
Adjust
Priority
High
HUBSPOKE
AUTOMATION MANUAL
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StepThree:
Customer-Centricity
Customersupportis apartnership.
It’snot“here’sa questionand
here’sananswer”.
It’saboutbuildingarelationship
andmakingcustomerssuccessful.
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98%Customer
Satisfaction
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Happy Customers
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ZuoraTip:
Driving Success With C-Sat
1
2
3
Goodrating:agent,team,manager,
andseniormanagementnotified
Badrating:agent,seniorstaff,and
managernotified
Macro:forcustomerstore-
evaluatetheirsatisfaction rating
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Be ready for your customers
wherever they are
Customer success is a
company-wide effort
Customer happiness is our
business
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Summary:TheRoad To
Customer Partnerships
Businesses can subscribe to anything these days. Like Google Apps, Zendesk, Salesforce, Concur, etc.
Today’s consumers can also subscribe to many things, like make-up samples with Birchbox, Pandora, Zipcar, even shaving razors with Dollar Shave Club.
A subscription business is all about the customer relationship.
That’s what our team at Zuora does. It’s much more than simply responding to questions. We create relationships and partnerships with our customers.
When our team set out to do our job, we needed a goal. So this our team’s mission: 100% customer satisfaction. We don’t want ANY bad satisfaction rating. This is a big, seamingly impossible task, so how do we get there?
In the world of customer support, there’s a lot we can do. So we had to focus on the best interests of our own customers and our team, and set priorities based on that.
To create partnerships with our customers, we focused on these 3 things:
Need to be able to talk to them. Whatever communication channel they’re on. Or wherever in the world.
To support these customers, our entire company has to work together. Not just the responsibility of the support team.
And to be successful, we have to believe in what we’re doing. So we need to have a strong, shared vision that focuses on our customers.
So STEP 1: Open communication channels with customers
You have to start from the ground up. For us that meant: 1) giving customers a place for support, 2) open communication through different channels, we have to be able to talk 1:1 wherever the customers are, 3) communication and support at any time, 4) reporting; you have to know what’s going on in order to improve
We wanted to give our customers a single support destination where they can find lots of useful knowledge and information AND be able to see their current ticket activity and history. Giving customers the ability to find answers to their own questions is the best way for everyone. The customers will find their answers faster, and it saves our team time.
BUT we have to make this easy for our customers to find. So we surface our knowledge base, FAQs, and community discussions EVERYWHERE. And one of the best places for that is in our product. At the top navigation within the Zuora product, you can click Support and pops up a How Can We Help You dialogue box.
Another place where we also surface these great articles is during the ticket submission process. We use Zendesk’s topic suggestion feature to help with this. As soon as a customer types in a subject, they’ll automatically see a list of related topics.
But no matter how great our self-service content is, our customers sometimes will need to reach our team. We want to make this easy for them, so our customers can contact us via our website, product, email, chat, phone, or Twitter.
To be able to support our customers across all these channels, we have to operate as a global team. We offer international numbers with Zendesk Voice and we have support agents that speak the same languages as our customers.
Operating as a global team, we have to provide 24/7 coverage. We do that by structuring our support team to cover all time zones.
The final piece to our foundation is measurement…we need visibility into what we’re doing through reporting and analytics that report on things that matter to us and our business.
Some of the things we track in Zendesk are things like response times, ticket volume, customer satisfaction, and even how effective our self-service content is with a forum:ticket ratio. Also, Zendesk provides benchmark metrics which are the average stats of companies that are similar to us. So we can compare against our peers and see how we’re doing.
We also create many custom reports in GoodData, Zendesk’s Advanced Analytics, so I can slice and dice data the way I want it. For example, I need to look at ticket trends over several years by month.
We also create many custom reports in GoodData, Zendesk’s Advanced Analytics, so I can slice and dice data the way I want it. For example, I need to look at ticket trends over several years by month.
Now that we’ve built our foundation and opened lots of communication channels with our customers. The next step is for us to work together as a company to make them successful. In order to do that, we need to be able to work together easily. But the problem is all our teams have their favorite tools—support and services uses Zendesk, sales uses Salesforce, and product uses JIRA. So we have to get all these systems to talk to each other in order for the teams to be united.
How we got sales and support to talk is with the Zendesk for Salesforce integration. This is really important for us because support and sales are at the frontlines working with customers every day. So in Zendesk, our support teams have all the customer information they need form Salesforce—both from the app right next to a live ticket and even more details on the customer profile.
In Salesforce where our sales folks live, they have access to complete Zendesk tickets include comments and all conversations. They don’t need a Zendesk account to access. And if they did, they can create, update, edit tickets.
To connect with other teams like Zuora University and Tech Ops who also live in Zendesk, we use the hub and spoke model in Zendesk.
The final step and probably one of the most important ones is around creating a customer-focused company. With all the tools and processes in place, it’s still not going to work if we don’t have the right mindset. This here is my philosophy. But how do I get my team to believe in this too?
We motivate our team through our customer satisfaction. If we look at our current customer satisfaction, we’re doing pretty well. 98%. But we’re not satisfied, because we still have 2% not happy.
We use Zendesk’s built-in customer satisfaction rating to help drive customer success—along with a notification system and macros.
