Zendesk is used to improve processes, SLAs, and gain greater efficiencies in several areas of a college or university, including (but not limited to): Student housing, Athletics department, Alumni services, Student services, and Much more!

1. Fueling Customer Service in
Higher Ed with Data Confidence
November 19, 2019

2. Housekeeping
• 45-minute presentation with Q&A at the end
• Type questions into the "question box" to
submit them throughout the presentation
• We'll send a copy of the deck and recording
of the webinar in follow-up emails after the
event
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3. About BrainSell
• Founded in 1994
• A growth enablement company
• We help companies thrive by solving their
business challenges with guidance and
technology.
• Specialize in Customer Service, CRM,
Business Intelligence, ERPand Marketing
Automation technologies
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4. Agenda
 Introduction
 Zendesk Data Challenges Study
 University of Louisville New Department
 Data Confidence: Our Story
 Next Steps for University of Louisville
 Live Q&A
#LearningWithBrainSell

5. Presenters
Kim Towle
CX and Service Strategist
Zendesk
Melissa Shuter
Executive Director of Operations Support Services
University of Louisville
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6. Introduction to Zendesk
 Customer engagement platform
 Omni-channel support
 Clear and concise views of what
it happening in the business
 Data to drive satisfaction

7. Trends in Service
• Automation and self-service are
changing the role of Service
• Data is driving Human Centered
Interactions
o Tear down the silos
o Empower teams with information and
insight
• Service journey becoming #1 Priority
o Know me
o Value me
o Predict and Understand my needs

8. Better Data = Better Service
• Analytics reporting to gauge success of
efforts and objectively understand what
areas need improvement
• These metrics typically include:
o CSAT
o NPS
o FCR
o % One Touch
o SLAs in Contact Centers and Business
Operations

9. Better Data = Better Service
• High metrics usage vs. low metrics usage
• We looked at some key performance metrics for each group and
attempted to answer this question: Do companies that better utilize
analytics outperform those who don’t in the above stated metrics?
• If a company’s total dashboard tab executions was above the median
number, they were considered high usage

10. Measuring Performance = Big Dividends
Accounts in the high analytics usage group based on the number of
dashboard views per month show:
 1.6% higher satisfaction ratings
 12% lower first reply times
 16% lower full resolution times
 4.4% more one-touch responses on tickets.
What is measured truly does improve service levels

11. Dashboard to Monitor Performance
• High-usage customers have:
• Higher satisfaction ratings
• Faster response and resolution times
• A greater proportion of one-touch
tickets
• High-usage companies are:
• Making good decisions
• Creating dashboards to complement
their support improvement processes

12. How University of Louisville is
Fueling Customer Service with
Data Confidence

13. Standing up a New Department
Driven by technology and data, University of Louisville Business
Operations delivers a new approach to the key processes and
transactional systems that allow us to conduct administrative and
business actions.
We focus on providing responsive digital methods of working while
maintaining the highest level of customer service.
Customer Service/
Quality Improvement
Human Resources
Functional Team
Finance
Functional Team

14. Business Operations Processes & SLAs Need to be Improved
2017
A NEW DEPARTMENT
WAS BORN & A
CUSTOMER
RELATIONSHIP
MANAGEMENT TOOL
WAS NEEDED
ASSESSED OPTIONS &
LEVERAGED TRIAL
SPRING
2017
JULY
2017
GO LIVE FOR TICKETS IN
CUSTOMER SERVICE
LAUNCHED TALK
JAN.
2018
JULY
2018
LEVERAGED
COLLABORATION TO
BRING FULL TEAM ONTO
ZENDESK TICKET
MANAGEMENT
KNOWLEDGE BASE
BUILDOUT BEGAN
DEC.
2018
AUG.
2019
LAUNCHED INTERNAL
SLAS
LAUNCHED
KNOWLEDGE BASE
OCT.
2019

15. University of Louisville Data Tells the Story
 Direct feedback
 Topical volumes
 Responsive design

16. Telling our Story with Data - Dashboards
Time slice data

17. Telling our Story with Data - Dashboards

18. Telling our Story with Data - Dashboards
Phone

19. Telling our Story with Data – Direct Feedback
 Satisfaction
 Helpful Content Measures
 User Comments

20. Telling our Story with Data – Direct Feedback
Satisfaction

21. Telling our Story with Data – Direct Feedback
Satisfaction

22. Telling our Story with Data – Direct Feedback
Helpful Content Measures
Follow comments on
knowledge base articles
Quickly feedback if
article is helpful

23. Telling our Story with Data – Direct Feedback
User Comments

24. Telling our Story with Data – Direct Feedback
User Comments Dashboard

25. Telling our Story with Data
Responsive Design
Knowledge base driven website
• Content controlled locally
• Articles ordered by priority or by demand
• Highlights recent activity

26. Telling our Story with Data
Consistent Response
• Knowledge base articles available only
to agents (locked articles)
• Ticket macros/scripts for consistent
data to customers
Knowledge base

27. Telling our Story with Data – Topical Volumes
Searches

28. Telling our Story with Data
Topical Volumes by Groups

29. Next Steps Driven by Data
Service level
agreements
• Improve by 15%
• Explore
additional SLAs to
guide service
New website/
Knowledge Base
• Aiming to deflect
10%
• Exploring AI &
Guidance

30. Q&A
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31. Thank You For Attending!
Schedule a customized demo of
Zendesk
sales@brainsell.net
(866) 356-2654
www.brainsell.net
Follow us on Twitter: @BrainSell
#LearningWithBrainSell