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*Operation Delta Force*
Building a user-centric culture through
company wide support
James Rogers
@urbancali
Company wide support
Benefits:
• Scale resources
• Decrease response time
• Increase satisfaction
• Strengthen user empathy
• Create a better product
What’s Causes?
The world’s largest online campaigning platform

Support me at causes.com/jroget
Causes in early 2012
Support systems didn’t really exist
• Few metrics
• No asking of support satisfaction
• Feedback loops back to product development poor
• Bugs sat in queue for months at a time
User empathy was poor
• Little understanding of their needs
• Generalized them based on unexpected behavior
• We took them for granted
Step 1: Build systems
Gather data
• Weekly reports
• Number of tickets,
response time, satisfaction
• Tag and track issues
Set clear goals
• 24 hour 1st reply time (Monday-Friday)
• 85%+ user satisfaction
Expand your channels
• Integrate ZenDesk with Facebook/Twitter
• Install chat support (Olark)
Step 2: Launch Delta Force
Syd
Dir. Community & Support

Melissa

James

Community organizer

Support

Emily

Kellen

Community intern

Community organizer

Rocky
Community organizer
Step 2: Launch Delta Force
Training the team
• Week 1 - Support pairing (2, 1-hour)
• Week 2 - Cover support with mentor (2, 1-hour)
Scheduling
• James - Everyday, Monday - Friday
• Delta Force - Individuals have assigned days
• No more than 2 hours coverage for assigned day
Step 2: Launch Delta Force
Managing the team, sharing information
• DeltaForce@ email
• Priority bugs
• Interesting support articles
• Weekly retros
• Review rated tickets
• Issues/housekeeping
• Support Wiki
• Login information
• Reports and processes
Step 3: Grow Support’s influence
• Integrate Support into

Product
• Publicize Support data and
feedback
• Public Olark chat sessions
• Join product manager
meetings and engineer
scrum
• Organize weekly bug triage
meetings with tech leads
Step 4: Make it a company effort

• Support onboarding for

every new hire
• Lunch time talks on
support and interacting with
users
• Meet people where they
are - give them options and
ask them to join
Step 4: Make it a company effort
Active
Interaction type

More
Answer tickets

Time commitment

Cover live chat

Passive

Usability test or product
research call
Checking the Campfire Support
feed
Sitting in on a public live chat

Employee-user interaction pyramid

Less
Today’s Delta Force
“It’s getting a chance to see firsthand how users understand the
product in the wild.”
- Emily, Product Manger

“It helps me understand some of the common
misconceptions about the product. If people
still think we’re a Facebook application, that’s a
problem Marketing needs to solve ASAP.”
- Brad, Audience Growth

PRODUCT

VP Product

Product Managers

Post Master

ENGINEERING

Software Engineers

VP Engineering

“Delta Force gives me a sense of
empathy for our users that I wouldn’t
necessarily have and helps me realize
the impact of bugs.”
- Tom, Software Engineer

Director Product Research

UX Researchers

MARKETING

Audience Growth

Marketing Manager
What we achieved
• Made user support sustainable
• Improved response time
• Bugs tackled faster
• Increased satisfaction - ~70% to ~85%
• Talked with more users proactively
• Conversations changed
What we learned
• Communication and building
Active

relationships is important
• Support isn’t for everyone -

Interaction

to those who help
• Support should live within

Product Team
• Interacting with users makes

everyone’s job easier, and
makes our users happy

Answer tickets

Time

Cover live chat

meet people where they are
• Give awards and recognition

More

Passive

Usability test or product
research call
Checking the Campfire
Support feed
Sitting in on a public live chat
Employee-user interaction pyramid

Less
Now it’s your turn!

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Operation Delta Force - Building a user-centric culture through company wide support

  • 1. *Operation Delta Force* Building a user-centric culture through company wide support James Rogers @urbancali
  • 2. Company wide support Benefits: • Scale resources • Decrease response time • Increase satisfaction • Strengthen user empathy • Create a better product
  • 3. What’s Causes? The world’s largest online campaigning platform Support me at causes.com/jroget
  • 4. Causes in early 2012 Support systems didn’t really exist • Few metrics • No asking of support satisfaction • Feedback loops back to product development poor • Bugs sat in queue for months at a time User empathy was poor • Little understanding of their needs • Generalized them based on unexpected behavior • We took them for granted
  • 5. Step 1: Build systems Gather data • Weekly reports • Number of tickets, response time, satisfaction • Tag and track issues Set clear goals • 24 hour 1st reply time (Monday-Friday) • 85%+ user satisfaction Expand your channels • Integrate ZenDesk with Facebook/Twitter • Install chat support (Olark)
  • 6. Step 2: Launch Delta Force Syd Dir. Community & Support Melissa James Community organizer Support Emily Kellen Community intern Community organizer Rocky Community organizer
  • 7. Step 2: Launch Delta Force Training the team • Week 1 - Support pairing (2, 1-hour) • Week 2 - Cover support with mentor (2, 1-hour) Scheduling • James - Everyday, Monday - Friday • Delta Force - Individuals have assigned days • No more than 2 hours coverage for assigned day
  • 8. Step 2: Launch Delta Force Managing the team, sharing information • DeltaForce@ email • Priority bugs • Interesting support articles • Weekly retros • Review rated tickets • Issues/housekeeping • Support Wiki • Login information • Reports and processes
  • 9. Step 3: Grow Support’s influence • Integrate Support into Product • Publicize Support data and feedback • Public Olark chat sessions • Join product manager meetings and engineer scrum • Organize weekly bug triage meetings with tech leads
  • 10. Step 4: Make it a company effort • Support onboarding for every new hire • Lunch time talks on support and interacting with users • Meet people where they are - give them options and ask them to join
  • 11. Step 4: Make it a company effort Active Interaction type More Answer tickets Time commitment Cover live chat Passive Usability test or product research call Checking the Campfire Support feed Sitting in on a public live chat Employee-user interaction pyramid Less
  • 12. Today’s Delta Force “It’s getting a chance to see firsthand how users understand the product in the wild.” - Emily, Product Manger “It helps me understand some of the common misconceptions about the product. If people still think we’re a Facebook application, that’s a problem Marketing needs to solve ASAP.” - Brad, Audience Growth PRODUCT VP Product Product Managers Post Master ENGINEERING Software Engineers VP Engineering “Delta Force gives me a sense of empathy for our users that I wouldn’t necessarily have and helps me realize the impact of bugs.” - Tom, Software Engineer Director Product Research UX Researchers MARKETING Audience Growth Marketing Manager
  • 13. What we achieved • Made user support sustainable • Improved response time • Bugs tackled faster • Increased satisfaction - ~70% to ~85% • Talked with more users proactively • Conversations changed
  • 14. What we learned • Communication and building Active relationships is important • Support isn’t for everyone - Interaction to those who help • Support should live within Product Team • Interacting with users makes everyone’s job easier, and makes our users happy Answer tickets Time Cover live chat meet people where they are • Give awards and recognition More Passive Usability test or product research call Checking the Campfire Support feed Sitting in on a public live chat Employee-user interaction pyramid Less