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From transactions to relationships; from sales to service (Relate Live London)

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Matt Price, SVP Emerging Business and Dave Dyson, Customer Service Evangelist, Zendesk
A company’s success is bigger than just the number of customer transactions. It requires a relationship approach to attract, convert, and retain the right type of customers. It also means businesses must blur the lines of their internal relationships—marketing, sales, and customer service.

Key stakeholders will discuss how their partnerships have increased ROI, improved sales conversion, and created better customer loyalty.

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From transactions to relationships; from sales to service (Relate Live London)

  1. 1. #RelateLive
  2. 2. Matt Price Zendesk SVP, Emerging Businesses @_Matt_Price
  3. 3. Promoter
 Economy New 
 Business
 Models Conscious 
 Consumers Global 
 Trends
  4. 4. Loyalty 
 drives 
 Revenue 
 Growth 2 
 Years 1 
 Year Aggregate 
 Revenue >2xRevenue 15% Churn 5% Churn
  5. 5. Transactions Relationships
  6. 6. Key Performance Indicators Metrics • Click throughs • Conversion • ASP • Resolution time • Etc … vs. Relationships • LTV • % Promoters • % Detractors • Etc…
  7. 7. Satisfied customers promote brands Detractors Passives Promoters 62% Promoters 70% Detractors
  8. 8. 1yr 6yr Great Customer 
 Experience 
 increases Lifetime Value
  9. 9. Customer Service holds the key
  10. 10. Two personas to build partnerships with REV DEV &
  11. 11. What Rev thinks when you come around Oh f*@k! My website is broken!
  12. 12. What Rev Cares About … • Site Visits • Conversions • CAC • Marketing ROI
  13. 13. Search Optimisations “I sell to you” “We help you” ¢ $ $$ Main webpage Help Center + CTA
  14. 14. Long tail searches
  15. 15. Calls to Action
  16. 16. Lookalike Audience
  17. 17. Exclude Audiences
  18. 18. What Dev thinks when you come around Oh s*#t! My app is broken!
  19. 19. • Quality • The Backlog • User Insights • App Store Ratings
  20. 20. Managing App Store Ratings
  21. 21. Managing App Store Ratings
  22. 22. Dave Dyson Zendesk Senior Customer Service Evangelist @dave_dyson
  23. 23. Rate My App Zendesk Mobile SDK - iOS and Android Receive and respond to customer feedback – before it becomes a negative app rating
  24. 24. Google Play integration Customer View Responses appear in the Google Play Marketplace app review Reviews appear as tickets in your Zendesk
  25. 25. Google Play integration Agent View • Prioritize tickets based on the severity of the review or other ticket information • Leverage views, macros, and triggers to increase agent efficiency • Create custom reports to measure metrics such as response time, resolved tickets, and star rating improvement
  26. 26. CSAT Promoter/Detractor lists • A drop-down User Field keeps track of the most recent Satisfaction response for each customer • Triggers will set the field automatically • Customer Lists will display the lists
  27. 27. CSAT Promoter/Detractor lists Trigger setup • When a ticket’s Satisfaction is changed to Good (or Good with Comment), the User Field is set to “Promoter” • A separate trigger mirrors this for “Bad” responses.
  28. 28. CSAT Promoter/Detractor lists Customer Lists setup With the User Field and triggers in place, the Customer Lists are trivial to set up
  29. 29. NPS Survey setup • Choose recipients by using an existing Customer List, uploading a CSV file of users, or automating via API • Customize your survey with your logo and colour
  30. 30. NPS Promoter & Detractor lists • Customer Lists let you easily separate Promoters from Detractors
  31. 31. SEO Basics for Help Center Do’s: • Authoritative, relevant content • Easy, fast navigation Don’ts: • Keyword stuffing • Backlinks
  32. 32. Build a 
 Relationship
  33. 33. #RelateLive
  • JaimeDR

    Sep. 14, 2017

Matt Price, SVP Emerging Business and Dave Dyson, Customer Service Evangelist, Zendesk A company’s success is bigger than just the number of customer transactions. It requires a relationship approach to attract, convert, and retain the right type of customers. It also means businesses must blur the lines of their internal relationships—marketing, sales, and customer service. Key stakeholders will discuss how their partnerships have increased ROI, improved sales conversion, and created better customer loyalty.

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