Presented by Sam Boonin, Zendesk at Totango's Customer Success Summit. Watch his presentation here: https://vimeo.com/62505474

1. Get proactive with your customer support

2. Making Zendesk Beautifully Simple
to evaluate, buy, use & grow
Product Management
Analytics
UX + Interaction Design
Sam Boonin
VP Products
sam@zendesk.com
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6. How did Zendesk
get proactive?
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7. High volume business
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8. Trials trials trials
•10,000s of trials
•13 languages
•10,000s of support tickets
•100,000s of self-service support views
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9. We didn’t start as a people business
= 1,000 customers CSM
#1
Sales
rep
#1
Customer
advocate
#1
2009 2010 2011 2012 2013
1,000 customers 5,000 customers 10,000 customers 20,000 customers 25,000 customers
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10. Lots of knobs to adjust
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11. Vanilla is the favorite flavor
70% of customers stick with default views
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12. show product video....

14. People ask the darndest questions
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15. Getting proactive is a must
...but how?
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16. How to be Proactive?
Finding the right balance of
product and people at the
right time USERS
USAGE
FUNCTIONALITY
GROW
FIRST
VALUE DECREASE
START
ONBOARD NOT USING
FAILED
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17. Product Engagement -
Our Most Effective Tool
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21. Feature Activation & Account Usage
In-Product Email
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22. Benchmarks
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23. Convention over Configuration
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24. Tweaking our Welcome Emails
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25. Nurture Emails ... not so much
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26. What about people?
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27. Who do we reach out to?
Who does the outreach?
When do we reach out?
What do we say?
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30. Trial Engagement
We can’t call every trial
• ~25% of our support volume comes from trialers
• Mom-shoring
• Key engagement signals = return to trial, adding users, configuring email
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31. On-boarding (first 90 days)
We can’t personally on-board every new customer
• Segmented based on sales channel, MRR, # agents
• Dedicated CSM for larger accounts
• Heavy support volume during account setup
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32. Monitoring Expansion & Churn
Relatively easy to see expansion targets in usage data
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33. Proactive Monitoring & Notifications
Dedicated Account Management for top accounts
Proactive tickets for others
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34. Ongoing Health Checks
We can’t call every customer every 6 months
Don’t wait until renewal time
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35. Results & Lessons Learned
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36. •Industry leading negative
churn
•Expansion is huge part of our
business
•Direct human engagement
http://www.forentrepreneurs.com/why-churn-is-critical-in-saas/ critical
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37. 1. Easy to use
NPS at 2. Zendesk support/people
anniversary
3. Affordable
59 4.
5.
Features
Reliable
6. Continually improving
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39. • Engaging Customers > Tickets
• Helping > Selling
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• Everyone needs Guidance 39