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SPOTLIGHT
Welcome to Relate SpotlightCustomers. Colleagues. Community. Its complicated.
Roshni SondhiZendesk Manager, Customer Success
things are changing
things are changing fast
we want to stop chasing the change
and understand whats driving change
personalized customer service
more intuitive technology
new global trends
why better customer service?
its relationships
business is more than just transactional
why better customer service?
its about relationships
relationships are complicated
relationships are very complicated
Were growing into something bigger than customer service
Relate launched in October 2015
SPOTLIGHT
Relate SpotlightCustomers. Colleagues. Community. Its complicated.
Lets give more than rhetoric and nostalgia; lets give them a modern reason to cheer.
- Robert Safian, Editor of Fast Company
Relate is your modern reason to cheer
Todays Agenda
1:40 pm - 2:20 pm Customer Service Protects and Grows Revenue
Greg Collins, Zendesk
2:20 pm - 3:00 pm Whats New in Channels
Ana Wiechers, Zendesk
Break3:15 pm - 4:00 pm
Peer Insights: Jones Lang LaSalleRyan Lee, JLLGreg Collins, Zendesk
4:00 pm - 4:45 pm Keeping it Cool in a Crisis
Ana Wiechers
4:45 pm - 6:00 pm Happy Hour
Customer Service Protects and Grows Revenue
SPOTLIGHT
Greg CollinsZendesk VP of Global Customer Advocacy
@greg_p_collins
62%have stopped doing business with a brand because of poor customer service
97%say customer service is important to their choice of or loyalty to a brand
*Source: 2015 Microsoft Global State of Multichannel Customer Service Report
A focus on cost - not value:
Leads to underinvestment
Raises risk of churn
Misses an opportunity for support to protect and grow revenue
If people dont understand, they cant empathize.
If they cant empathize, they cant see value.
Build a clear picture of your support organization:
Show your impact on the bottom line
Teach your company about your support operation to build empathy
Showing Supports Impact on the Bottom Line
Showing Supports Impact on the Bottom Line
Report on demand, throughput, and cost.
Show how youre continuing to optimize your operations and build value to the company.
Tie supports contributions to revenue - both revenue protection and generation.
1
2
3
Report on Demand, Throughout, and Cost
Demand
- Track your annual support demand over time. What are the current trends?
- Plan for future events (product releases, marketing campaigns, sales projections)
- Factor in service issues that spike demand
- Segment your data to reveal key customer interactions
1
Throughput
- Track your productivity. How many tickets are solved by support every hour?
- How can you improve? Explore ways to optimize productivity, such as chat
Report on Demand, Throughout, and Cost1
Cost
- Calculate your cost per unit
- Re-evaluate every year
- Dont have this conversation on its own
Report on Demand, Throughout, and Cost1
Illustrate your ability to prioritize the most valuable projects:
Identify which slices of support are the most crucial
Prioritize external requests
Prioritize internal support projects designed to help you improve
Optimize and Build Value2
Outline how youre influencing self-service:
Better customer experience
Fewer tickets save costs, reduce headcount
What is your current self-service ratio?
How can you improve?
Optimize and Build Value2
Optimize and Build Value2
Show youre smart about hiring:
Build guidelines for roles and skill sets
Get buy-in on your recruiting needs
Hire in advance to protect the customer - and agent - experience
ASAT
= +
Revenue Protection
Revenue Attribution
Tie Supports Contribution to Revenue3
= +Revenue
LossRevenue Growth
Tie Supports Contribution to Revenue3
Revenue Protection
Revenue Attribution
- Take credit for support-only conversions
The goal isnt to establish a revenue quota - its to highlight value and encourage more investment
- Be data-driven, but examples help
Tie Supports Contribution to Revenue3
Revenue Protection
- Measure churn of customers with recent support touches
- How much revenue did your company lose from customers who also had interactions with support? What were the CSAT scores?
Tie Supports Contribution to Revenue3
Teach Your Company about Your Support
Teach Your Company about Your Support
- Teach support as part of onboarding training.- Offer other departments the chance to
talk to customer service representatives to get insight.
- Teach current employees what you do.
The Goals
It is about: Showing your teams value so you can advocate for your support agents.
It is about: Building a case for your contributions so you grow investment in support.
It isnt about: Making your CFO happy or diverting budget from other departments.
It is about: Introducing customer service into the conversation about overall business growth.
thank you
Whats New in Channels
SPOTLIGHT
Ana WiechersZendesk Manager, Customer Advocacy - Americas
@AnaWiechers
Whats New in ChannelsWhat well cover
Trends in Channels New Channels in Zendesk Channel Rollout Best Practices
Lay of the Land
The customer wants service when they want it, how they want it, and they do not want to worry about it once they have it
3 Insider Tips on Removing Roadblocks to an Effortless Customer Experience - Genesys and Zendesk
Your ability to deliver on this will require you to drive successful self-service options, deliver service in your customers channels of preference and have respect for their time and data.
3 Insider Tips on Removing Roadblocks to an Effortless Customer Experience - Genesys and Zendesk
The key to mitigating disloyalty is reducing customer effort. Companies should focus on making service easier, not more delightful, by reducing the amount of work required of customers to get their issues solved.
The Effortless Experience: Conquering the New Battleground for Customer Loyalty, Dixon et al.
The evolution of support
PHONE EMAIL LIVE CHAT MESSAGING
- Instant Response- Costly - Hard to Track
- Long Response- Inexpensive- Ecient with Tickets- Popular
- Real-time- Inexpensive- In-app
- On-going- Inexpensive- Frictionless- Mobile
TODAY5 Years AgoTraditionalTraditional
The number of channels through which customers engage companies for customer
service is increasing and the frequency that customers use these channels is changing.
Overall satisfaction is simultaneously increasing with significant differences between channels.
Channel Management: Core To Your Customer Service Strategy - Kate Leggett, Forrester Research
Source: Forrester Report onTrends 2016 / 2015 : The Future Of Customer Service by Kate Leggett
Percentage of US online adults (18+) who have used the following customer service channels in the past 12 months
Self-Service (web/mobile app)
Voice
IM / Live Chat
Voice self-service
Forum / Community
Text messages have a 97% open rate - and 90% are read within
the first 3 minutes Conversational Advertising - SinglePoint
Messaging: 90% Penetration by 2018
2.5 billion users (and counting)
Mary Meeker, KPCBInternet Trends Report, Code Conference 2016
83 percent of U.S. consumers prefer dealing with human beings over digital channels to
solve customer services issues Accenture, Global Consumer Pulse Survey
24,489 customers in 33 countries and across 11 industries
Companies abandon the human connection at their own risk and are facing the need to rebuild it to deliver the varied and tailored
outcomes that customers demand. - Kevin Quiring, Managing Director, Advanced Customer Strategy,
North America Lead, Accenture Strategy.
"Bots on Messenger is a prime example of how conversational commerce is developing, and Spring is
thrilled to work with Zendesk to deliver users a shopping experience that seamlessly integrates an
automated personal shopping assistant with best-in-class Concierge customer service."
- Alan Tisch, CEO, Spring
New Channels in Zendesk
Google Play ReviewsApp-based Integration
Responses appear in the Google Play Marketplace app review
Reviews appear as tickets in your Zendesk
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
With Zendesks Google Play integration, app reviews become conversations and
opportunities to create awesome experiences for our customers.
- Jack Randall, Robinhood
SMS ChannelEarly Access
A personal experience for your customers
No need to log in, or check for emails
Wifi and/or smart phones are not a requirement
A beautifully-simple experience for your agents
Easy setup
Incoming SMS messages become two-way SMS conversations
Manage as any other ticket
"Our customers and Runners prefer to interact via SMS, making it a key part of our customer
support strategy. Using Zendesk to provide SMS support is easy to set up and fits perfectly
into our existing workflows. - Evan Aldrich, Head of Customer Support at Favor
Visit zendesk.com/sms to sign up
Zendesk MessageEarly Access
2015: Businesses on (Facebook) MessengerPowered by Zopim
Integrated with Zopim
Customers can receive order confirmation and contact customer support
Structured Messages allow greater functionality than text alone
Facebook Messenger brings people closer to the business. Customers see service
agents more like a friend, and in that sense it is a real win. Knowing that Zopim is
owned by Zendesk and integrates really well, we chose to go with Zopim. - Shane Roach, Everlane Customer Experience Operations
Instant 10 secs 1 min 10 mins 1 day1 hr
Live ChatCalls EmailCHATVOICE EMAIL
The Support Gap
???
Instant 10 secs 1 min 10 mins 1 day1 hr
Live ChatCalls EmailMessagingCHAT EMAIL
LIVE CHAT MESSAGING
Model Session-based Persistent
Consumer Experience
ON-HOLD ANXIETY Staring at website, waiting for answerMaybe anonymous, no follow-up contactOnly escalation channel is email, slower
WHEREVER. WHENEVER Candy-crushingIdentity knownKnows the business can get back any time
Agent Experience
1 agent 3-5 assigned conversationsAll of them live
1 agent 20+ assigned conversations< 10% are liveGreater noise to signal ratio (emojis)
MESSAGE
Closing the gapVOICE
Zendesk Message is new customer messaging software that helps companies engage
customers on their favorite messaging app.
What your customers see
Businesses initiate meaningful interactions through
Structured MessagesCustomers nd Businesses on
Messenger Directory
Customers initiate chats by sending
Messages through FB Page
1
2
3
25 What your agents see
26
View all Incoming Messages
View only Messages assigned to me
Use your favorite shortcuts & emojis in the Message
Typing a response assigns the Message to you
Know which Messaging Channel the customer is using
Mark as done to archive a Message
Zendesk Message is built for businesses
GO WHERE THEY ARE
Bring customer service to the
most popular digital
communication channel
MAKE IT PERSONAL
Engage with your customers in
a highly personal, natural and
intuitive manner
SCALE YOUR SUPPORT
Scale your support as you
grow. Zendesk Message is
purpose-built for this
Visit zendesk.com/message to sign up
Rolling out ChatBest Practices
Chat Rollout
Why? Faster response times Shorter resolution times Higher CSAT
Who? Trial Customers (Q4,2014) Enterprise Elite (Q2, 2015) Enterprise (Q3, 2015)
Results: Chats Channel Contribution
Q1 2016:
Over 8k chats/month
16% of tickets overall
Chat: Customer Satisfaction
97% Satisfaction
Highest of any channel
Rollout Considerations
Rollout speed Staffing & Training Channel-specific Best Practices Quality & Satisfaction
Staffing for Chat
Phased rollout Two experienced agents at first Add other experienced team members as channel
volume increases Schedule chat agents for a period of 2-3 hours per
shift to avoid burnout Monitor chat volume, and staff for the peak periods
Training Plan
Document your training: How to use the new channel Context with existing process
Schedule new agents in 3 hour shifts Use a collaboration tool to support new agents
Chat Best Practices
Respond as quickly as possiblecustomer satisfaction drops after 30 seconds of waiting
Keep chat sessions short Move complex and time-consuming issues to tickets Be honest when you dont know the answer Transfer the chat to another agent when needed Limit agents to 2 or 3 concurrent chats
Generalized Best Practices
Leverage your agents knowledge Ask What works? What doesnt? Measure & analyze Experiment, A/B-test solutions
Monitoring Quality & Customer Satisfaction
Monitor customer satisfaction ratings for each agent Do a monthly QA check of each agents solved tickets Other stats to monitor:
Agent chats per hour or per shift The average time to first response The average length of an agents chat sessions Number of dropped chats
Ticket QA Rubric
Five random tickets per agent, per month 5-point scale for each of the following:
Comprehension (of the request) Accuracy (of the answer) Judgement (of any decisions made) Tone (empathy, professionalism) Process Adherence
What were those early-access links again?
zendesk.com/sms
zendesk.com/message
Q & A
SPOTLIGHT
15 Minute Break
SPOTLIGHT
Peer Insights: Ryan Lee, Jones Lang LaSalle
SPOTLIGHT
Keeping it Cool in a Crisis
SPOTLIGHT
Ana WiechersZendesk Manager, Customer Advocacy - Americas
@AnaWiechers
Crisis CommunicationWhat well cover
Definitions Goals Ingredients for Success Our Red Alert Process Metrics
Definitions
What is this Red Alert that you speak of?Categories of Bad
Service Disruption Security Incident Legal Entanglement Public Relations Nightmare Physical Emergency
Goals
The Prime DirectiveYour Mission
Repair Trust with Customers Restore Service ASAP Consistent Response Efficiency
WARMTH
COMPETENCE
WARMTH
COMPETENCE
Ingredients for Success
Planning AheadA Haiku
A Red Alert is not the time to figure out how to handle one.
KEEPCALM
AND
HAVE A PLANDOCUMENT IT
TRAINTAKE OWNERSHIP
AND
COMMUNICATE
Stay CalmEmotions are Contagious
As a leader, your emotions carry extra weight.
If youre nervous, your team will be too.
EmpathizeShow You Care
Active ListeningHelps Defuse Anxiety
Leave your ego behind Frustration is normal Let them speak Verbal nods Reflect what they say Validate their emotions
If you fail to plan, you are planning to fail - Benjamin Franklin
Red Alert PlansWhat to Include
Process Roles & Duties Staffing Tools Communications Special Cases Metrics
StakeholdersThis isnt just about you.
Support Team Engineering Operations Security Marketing / PR Sales Account Management Customer Success Executives
Your Plan is Not Set in StoneHone & Refine
DocumentationIf its not written, it wont be remembered
Complete Process & People Clear Accessible Up to Date
TrainingPractice Makes Perfect
Onboarding Shadowing Video Drills
Take Ownership
Empathize Apologize Dont Shift Blame
Communication
Internal External Timely Accurate Compassionate Honest Transparent Consisten
Red Alerts at ZendeskThe Plan in Action
Red Alert Process DocumentationKeep it secure, keep it safe
Process Documentation Checklist Twitter & Flowdock How to get Notified Training Materials On-Call Schedules
Zendesk Red Alert Process Overview
1. Assess the Situation 2. Alert the Incident Team 3. Communicate to Stakeholders 4. Public Acknowledgement 5. Status Updates 6. Resolve the Issue 7. Wrap Up
AssessmentIs This a Red Alert?
Is there a current, ongoing, threat to the security of customer or Zendesk data?
Are customers prevented from performing a critical Zendesk function?
Is the event impacting multiple customers?
AssessmentSpecific Criteria
Critical Functionality: Account Access Performance Degradation Channels Core Partner Services Business Rules / Routing Agent Collision Reporting Apps Framework
Security Threat: Compromised data Spoofing Stolen passwords DDoS Attack
Internal AlertsTools and recipients
PagerDuty: Incident Response Team
(Support, Operations)
Email: Internal Stakeholders
(Engineering, Operations, Marketing)
Flowdock:Wider Team Visibility (Support, Operations)
Company-Wide Visibility
The Incident Response TeamThe Whos Who
Incident Lead (Support) Owns the problem ticket for Support Gathers scope and impact info to share with Incident team Updates support team on status
Support Duty Manager (Support) Manages Support resources during the incident Manages all customer-facing messaging
Operations Manager (Operations) Manages Operations resources during the incident Confirms facts about the nature of the incident Makes decisions necessary to restore service
Incident Manager (Support Operations) Assist with large incidents Craft public post-mortem from internal version
Communication Flow
Customers
Customer Advocates
Incident Lead
Support Duty
ManagerOperations
Manager
Engineering & Operations
Staff
StaffingOn-Call Duty Rotation
Weekly on-call shifts for each role 8 hours x 7 days based in AMER, APAC, EMEA
Avoid consecutive duty shifts Standard: one shift every 6 weeks
Support Duty Manager has on-call Backup as well Allows for escalation when primary duty manager is unavailable
PagerDuty used for scheduling & alerts Dashboard shows who is on call & upcoming schedule Individuals can customizable alerts for incidents and upcoming shifts
The Zencident Room
Red Alert - Problem & Incident Ticket
Problem Ticket Created internally (manually or by our Red Alert App) Uses Service Disruption ticket form Technical updates & discussions recorded here No risk of inadvertent customer communication Solves attached incidents automatically
Incident Tickets Customer reports - attached to the Problem ticket Proactive tickets attached as well
Service Disruption Ticket FormAdditional Fields
Added to the Problem Ticket: Impacted Pods Alert Duration Number of Incidents Link to public Help Center article Link to internal Operations incident record Checkbox: Post-mortem published
Communication CadenceWhat to Share, and When
Event Time After Alert Called
Notes
Acknowledgement of Incident
ASAP but within 15 minutes
The sooner we acknowledge an incident publicly, the less anxious customers become.
Description of incident scope and impact
ASAP but within 30 minutes
Incident scope should be specific enough for customers to self-identify if they are impacted.
Status updates on investigation/resolution
Every 30 minutes thereafter
When possible, status updates should provide new information to demonstrate progress is being made toward resolution.
"All clear" ASAP when reached
As soon as Operations Manager and Support Duty Manager agree.
Pointer to Post-Mortem summary
Include with "All Clear"
Post-mortems should normally be posted within 3 business days of each incident.
Customer CommunicationsAdditional Details
Tweet Acknowledgement to @ZendeskOps
Use list of sample tweets Marketing Suspends Tweets to @Zendesk
Respond to Customer Tickets As received Attach to Problem ticket
Publish public Help Center article
Use article template Timeline and eventual post-mortem Location: Service Disruptions section of public KB
Proactive Communication to Top Customers Tickets & Phone Calls to affected customers
Timed Status Update Tweets to @ZendeskOps
Default: every 15 minutes Set expectations if it will be longer Update Help Center article with tweets
Service Disruption Post-MortemWhat should it include?
Scope and Customer Impact Incident Duration Communication Timeline Process / Training Gaps Recommendations for Improvement
Tell them what you would want to know
- Susan Griffin-Black, EO Products
Resolution & Wrap-UpOnce service is deemed restored by the incident team:
1. Ticket Resolution Solving the Problem ticket solves all attached Incidents Include link to Help Center article for post-mortem
2. Send All Clear Tweet Include link to Help Center article for post-mortem
3. Post-Mortem (within 3 business days) Operations team writes internal version Support Operations Incident Manager edits for public consumption,
and publishes to Help Center article
Special SituationsExceptions to the Rule
Security Incidents Involve the Security Team
Zopim Outage Communicate via Zopim Twitter & FacebookPartner Outage
(Twilio, GoodData)Report incident to Partner
Refer to Partners system status page
Zendesk Support Instance is Down
Use backup voice service (IfByPhone) Outgoing communication via Tweets only
Shift Handoff Live handoffs only - no email
Overlapping Incidents Separate Red Alerts & Problem Tickets
The Red Alert AppCustom App in our Zendesk Instance:
1. Displays links to active Red Alerts 2. Turn a ticket into a Red Alert ticket
PagerDuty, Ticket Form & fields 3. Send Social Media Communications
Twitter, Facebook Composition, templates, character counts Salutation and closing All Clear option adds link to Help Center article Creates or updates Help Center article
4. Proactive Ticket Communications Lists top customers, with Pod & feature info Composition, templates, all-clear option Creates or updates Incident tickets Updates Yammer
5. All actions add Internal Notes to Problem ticket
MetricsRed Alert Impact Report (Insights)
Number of Red Alerts Number of attached Incidents Total Support Handle Time Estimated Support Cost ($/ticket) Number Proactive Tickets Top Red Alerts (by # of incidents) Red Alerts by About field Customer Satisfaction over time
The Future!Where No One Has Gone Before
System Status Page (in Beta) Loads more detail! Improved Red Alert App More capabilities Wider Proactive Communication More channels More customers Incident Management as a Job Not just a role
Conclusion
WARMTH
COMPETENCE
KEEPCALM
AND
PLAN AHEADDOCUMENT IT
TRAINTAKE OWNERSHIP
AND
COMMUNICATE
Smooth SailingSecond star to the right, and straight on till morning
Q & A
SPOTLIGHT
SPOTLIGHT
Thank You
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