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Trends and best practices for optimizing self service with Guide and AI (ft. Squarespace)

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Self-service is constantly evolving, but it doesn’t have to be a daunting task. Advanced knowledge management tools make it easy to manage your content and leverage your broader team. Join Jason Maynard (Zendesk) and Raphael Fontes (Squarespace) to learn how Guide can optimize your company’s self-service strategy with AI-powered tools. You’ll be enabled to create the best self-service experience for your customers.

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Trends and best practices for optimizing self service with Guide and AI (ft. Squarespace)

  1. 1. TRACK 1B NOW Trends and best practices for optimizing self- service with Guide and AI
  2. 2. TRA C K 1B Trends and best practices for optimizing self-service with Guide and AI VP and GM of Guide and Data Products, Zendesk VP of Customer Operations Squarespace JASON MAYNARD RAPHAEL FONTES
  3. 3. M I S S I O N Squarespace empowers people with creative ideas to succeed.
  4. 4. Improving the customer experience with self-service Agenda Evolving self-service trends #1: Adopting agile best practices #2: Leveraging bots and automation #3: Evolving the agent’s role The benefits of adapting to these trends
  5. 5. Self-service is
 becoming the preferred support channel
  6. 6. 91% would use a KB 76% prefer self-service 40% of callers have already
 searched for answers
  7. 7. By 2020, customers will manage 85% of their relationship with the enterprise without interaction with a human SOURCE: GARTNER
  8. 8. We empower customers to give voice to their ideas. We make it easy 
 for customers 
 who need help.
  9. 9. Self-service continues to be an area of high importance and focus for our team. Guide Visits Self-service success rate Connecting a domain 401K 94% Switching templates 305K 98% Connecting social accounts 292K 99% Transferring a domain 273K 93% Adding a site logo 247K 99% Quick Math: If we saw a 10% decrease in success rate for Connecting a Domain 4.7k monthly contacts / 672 contacts per Advisor = 7 FTE
  10. 10. Evolving 
 self-service 
 trends
  11. 11. There are 3 technology and market trends that are changing the self-service landscape Urgency Complexity Self-service
  12. 12. Agile best practices are changing the way that businesses manage knowledge Trend #1
  13. 13. Agile & Iterative Knowledge is developed continuously, and iterated 
 over time Fire & Forget Knowledge is created early, but not iterated and improved over time Plan & Big Bang Knowledge is meticulously developed and launched 
 all at once % of Searches with No Result 25% 40% 33% Median Self-Service Score 8 6 6 Create the best self-service through agile 
 and iterative approaches to knowledge
  14. 14. Enable teams to easily collaborate on content with approval and publishing workflows
  15. 15. Manage the reliability of content and establish owners who can ensure accuracy
  16. 16. Model complex knowledge with Flexible Hierarchies CATEGORY SECTION SECTION ARTICLE ARTICLE ARTICLE ARTICLEARTICLE
  17. 17. Low-effort learning and self help Easy access to help Product feedback Insights and optimization Highly personable 
 24/7 advice Operational excellence Professional development Customer success
  18. 18. Quality Assurance Product Support Help Site Product Education Tell Us More Case Insights Millions Help site sessions 
 per month Thousands Bugs caught by QA Dozens Videos created Hundreds New guides 
 created Dozens Case Research Reports New Features Product Launches
  19. 19. Add in app web widget gif here
  20. 20. Bots and automation are being leveraged to extend self-service Trend #2
  21. 21. Google Duplex changes the power dynamic… businesses interact with the bot, instead of the customer
  22. 22. The tables are turned when customer-driven bots interact with businesses on the customer’s behalf
  23. 23. Best practices about automation 2. Multi-channel 3. Multilingual 4. Integrated agent interface 1. Easy to adopt 5. Comprehensive analytics
  24. 24. Answer Bot 
 resolutions Agent hours 
 saved Years given back 
 to customers 15k+ 77k 193 Answer Bot The only thing easier than self-service
  25. 25. Improve the customer experience with Answer Bot in every channel Web Widget SDK API
  26. 26. How Squarespace 
 is exploring AI
  27. 27. The role of the agent is evolving with a greater focus on developing and improving knowledge Trend #3
  28. 28. Will AI technologies lead 
 to mass unemployment? SOURCE: JAMES BESSEN, LEARNING BY DOING: THE REAL 
 CONNECTION BETWEEN INNOVATION, WAGES, AND WEALTH
  29. 29. As the customer service interaction evolves, the role of the customer service agent will evolve with it
  30. 30. Agile & Iterative Knowledge is developed continuously, and iterated 
 over time Fire & Forget Knowledge is created early, but not iterated and improved over time Plan & Big Bang Knowledge is meticulously developed and launched 
 all at once Average Contributors 
 to Knowledge 5.4 2.4 3.6 Companies with agile and iterative content 
 approaches have the most contributors
  31. 31. Boost agent productivity by reducing handle time with 
 better tools Knowledge Capture App
 Answer Bot for Agents
 Answer Bot for Slack
  32. 32. Help agents understand the right content to develop or improve with Content Cues
  33. 33. How Squarespace creates a 
 continuous feedback loop
  34. 34. AlphaGo: Move 37 - 1 in 10,000
  35. 35. The benefits 
 of adapting to 
 these trends
  36. 36. By focusing on self- service, interactions remained flat, and our Customer Operations headcount remained the same from 2015 
 to today.
  37. 37. 95% HC visitors get the help they need 2M Visitors to help center every month 27% Increase in knowledge usage with flat ticket growth
  38. 38. 3 technology and market trends that are changing self-service Agile best practices are changing the 
 way that businesses manage knowledge Bots and automation are increasingly leveraged to boost efficiency and 
 extend self-service The role of the agent is evolving with 
 a greater focus on developing and improving knowledge
  39. 39. #zendeskrelate @zendesk 1B TRACK Thank you

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