Guerilla marketing your service desk
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Setting up a service desk is a lot of work. But often, getting your employees to use it is even harder. In this presentation, Caroline and Sarah share tangible and creative ways to market your service desk that have been effectively deployed to achieve utilisation rates of more than 90%. By making the service desk a part of the onboarding process and using creative marketing, find out how to ensure employees are not only using, but loving your service desk. Although this is customized for service desks, this can be applied to any software tool launch.
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Guerilla marketing your service desk
- 1. Guerrilla marketing your service desk Caroline Clark Product Marketing, JIRA Service Desk Atlassian Sarah Khogyani Product Marketing, JIRA Service Desk Atlassian
- 3. Think of your service desk as a product
- 4. The biggest problem we’ve encountered is a lack of preparation: companies are so focused on designing and manufacturing new products that they postpone the hard work of getting ready to market them until too late in the game. Harvard Business Review, April 2011 on “Why Most Product Launches Fail.” “ ”
- 7. How do you successfully launch a product?
- 8. Launch checklist Pre-Launch Launch Post-Launch
- 9. Pre-launch
- 10. Define goals of launch
- 12. Pirate metrics: AARRR Acquisition Activation Retention Referral Revenue How a user finds your service desk A user creates a request in the service desk A user comes back for their next ticket A user tells other employees to try the service desk Customer satisfaction
- 13. Define goals Baseline Goal 1,000 employees 50 tickets/month from email 5 tickets/month from portal 30 tickets/month from email 50% of employees visit portal 25 tickets/month from portal
- 15. What makes your service desk easier and better than the status quo?
- 17. Changing behaviors Cue RewardEmail Cue RewardLink in email footer Cue RewardService Desk Aspirational behavior Current behavior New
- 18. Rule #1: Make the product easy to use
- 19. Get feedback and buy-in
- 20. True launch story: Beta tested in office cafeteria
- 21. Product cycles Slow launch Two step launch Big bang Phase 1 10% (Beta) 10% (Beta) 100% Phase 2 50% 100% 100% Phase 3 100% 100% 100% Phase 4 100% 100% 100% Different ways to launch
- 22. Rule #2: Try to iterate on the product
- 23. Launch
- 25. Pick your channels Office Intranet Email All-staff meetings Brown bags
- 26. Write content Announcement blog post How-to articles and FAQs Tutorials and demos Announcement email Posters and flyers Update onboarding docs
- 30. Intranet button
- 32. Rule #3: Go where the people are
- 33. Have a launch party
- 39. Post-launch
- 41. Success can be measured in many ways % correctly categorized tickets % of requests through portal vs. other % adoption Less email means less poorly categorized tickets! % of employees who have used portal since launch This is a great measure for how accurately your service portal matches needs % who use self help By using self-help reporting, you are measuring how deflecting tickets is helping productivity CSAT Avg. rating
- 42. 42 Up to 100 releases per day Netflix has more than 30 million streaming members. 42 4,700 employees using service desk
- 43. 43 Up to 100 releases per day Netflix has more than 30 million streaming members. 43 Over 30,000 service requests
- 45. 1 in 6 walkups
- 46. 8x increase in knowledge base 4,700 employees using service desk 90% of employees use the customer portal…
- 47. 8x increase in knowledge base 4,700 employees using service desk 90% of employees use the customer portal… …instead of email
- 48. Launch checklist • Define goals of launch • Define positioning and messaging • Pilot / Beta • Get feedback and buy-in • Launch promotion efforts • Announcements • Launch party • Early metrics • Review feedback • Retrospective • Testimonials Pre-Launch Launch Post-Launch
- 49. 6 Key Takeaways
- 50. Go to market #3 Include multiple touchpoints #2 Be creative and funny #1 Go where the people are
- 51. Your service desk is a product #6 Iterate and improve #5 Make it easy to use #4 Define goals
- 52. Questions? Caroline Clark Product Marketing, JIRA Service Desk Atlassian Sarah Khogyani Product Marketing, JIRA Service Desk Atlassian