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

Email

IM / Live Chat

Voice self-service

Forum / Community

Twitter

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