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Guerilla marketing your service desk

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Setting up a service desk is a lot of work. But often, getting your employees to use it is even harder. In this presentation, Caroline and Sarah share tangible and creative ways to market your service desk that have been effectively deployed to achieve utilisation rates of more than 90%. By making the service desk a part of the onboarding process and using creative marketing, find out how to ensure employees are not only using, but loving your service desk.

Although this is customized for service desks, this can be applied to any software tool launch.

Published in: Technology

Guerilla marketing your service desk

  1. 1. Guerrilla marketing your service desk Caroline Clark Product Marketing, JIRA Service Desk Atlassian Sarah Khogyani Product Marketing, JIRA Service Desk Atlassian
  2. 2. First, a story
  3. 3. Think of your service desk as a product
  4. 4. The biggest problem we’ve encountered is a lack of preparation: companies are so focused on designing and manufacturing new products that they postpone the hard work of getting ready to market them until too late in the game. Harvard Business Review, April 2011 on “Why Most Product Launches Fail.” “ ”
  5. 5. Caroline Clark
  6. 6. Sarah Khogyani
  7. 7. How do you successfully launch a product?
  8. 8. Launch checklist Pre-Launch Launch Post-Launch
  9. 9. Pre-launch
  10. 10. Define goals of launch
  11. 11. Pirate metrics: AARRR Acquisition Activation Retention Referral Revenue
  12. 12. Pirate metrics: AARRR Acquisition Activation Retention Referral Revenue How a user finds your service desk A user creates a request in the service desk A user comes back for their next ticket A user tells other employees to try the service desk Customer satisfaction
  13. 13. Define goals Baseline Goal 1,000 employees 50 tickets/month from email 5 tickets/month from portal 30 tickets/month from email 50% of employees visit portal 25 tickets/month from portal
  14. 14. Positioning and messaging
  15. 15. What makes your service desk easier and better than the status quo?
  16. 16. Changing behaviors Cue RewardEmail Current behavior
  17. 17. Changing behaviors Cue RewardEmail Cue RewardLink in email footer Cue RewardService Desk Aspirational behavior Current behavior New
  18. 18. Rule #1: Make the product easy to use
  19. 19. Get feedback and buy-in
  20. 20. True launch story: Beta tested in office cafeteria
  21. 21. Product cycles Slow launch Two step launch Big bang Phase 1 10% (Beta) 10% (Beta) 100% Phase 2 50% 100% 100% Phase 3 100% 100% 100% Phase 4 100% 100% 100% Different ways to launch
  22. 22. Rule #2: Try to iterate on the product
  23. 23. Launch
  24. 24. Launch promotion efforts
  25. 25. Pick your channels Office Intranet Email All-staff meetings Brown bags
  26. 26. Write content Announcement blog post How-to articles and FAQs Tutorials and demos Announcement email Posters and flyers Update onboarding docs
  27. 27. Intranet button
  28. 28. Rule #3: Go where the people are
  29. 29. Have a launch party
  30. 30. Rule #4: Celebrate
  31. 31. Post-launch
  32. 32. Review key metrics
  33. 33. Success can be measured in many ways % correctly categorized tickets % of requests through portal vs. other % adoption Less email means less poorly categorized tickets! % of employees who have used portal since launch This is a great measure for how accurately your service portal matches needs % who use self help By using self-help reporting, you are measuring how deflecting tickets is helping productivity CSAT Avg. rating
  34. 34. 42 Up to 100 releases per day Netflix has more than 30 million streaming members. 42 4,700 employees using service desk
  35. 35. 43 Up to 100 releases per day Netflix has more than 30 million streaming members. 43 Over 30,000 service requests
  36. 36. 100% categorized tickets
  37. 37. 1 in 6 walkups
  38. 38. 8x increase in knowledge base 4,700 employees using service desk 90% of employees use the customer portal…
  39. 39. 8x increase in knowledge base 4,700 employees using service desk 90% of employees use the customer portal… …instead of email
  40. 40. Launch checklist • Define goals of launch • Define positioning and messaging • Pilot / Beta • Get feedback and buy-in • Launch promotion efforts • Announcements • Launch party • Early metrics • Review feedback • Retrospective • Testimonials Pre-Launch Launch Post-Launch
  41. 41. 6 Key Takeaways
  42. 42. Go to market #3 Include multiple touchpoints #2 Be creative and funny #1 Go where the people are
  43. 43. Your service desk is a product #6 Iterate and improve #5 Make it easy to use #4 Define goals
  44. 44. Questions? Caroline Clark Product Marketing, JIRA Service Desk Atlassian Sarah Khogyani Product Marketing, JIRA Service Desk Atlassian

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