Zendesk PRO Tips
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This presentation was from the Zendesk Boston User's group kick-off event. These slides show you a little bit about how Compete PRO uses Zendesk as well as some other projects within our group. For questions regarding these slides feel free to reach out to me.
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Zendesk PRO Tips
- 1. w w w . c o m p e t e . c o m Zendesk Boston User’s Group How Compete uses Zendesk to create a positive customer experience. Presented by Lindsey Mark
- 2. w w w . c o m p e t e . c o m2 • Competeisamarketresearchcompany specializinginprovidingdigitalinsightsto globalbrands. • Wehaveabout200employeeswith multipleZendeskinstances! • HappyZendeskuserssince2009. Compete & Zendesk
- 3. w w w . c o m p e t e . c o m3 • Ceri Landrum & the Consumer Input Team • Supports our data acquisition, survey, and mobile efforts. • Sam Fisher & the Data Team • Supports the product and vertical team’s data inquiries. • The PRO Client Relations Team • Sarah Friedman & Kristina Lopez • Serves Compete PRO customers and our freemium Site Analytics users. Compete Teams & Zendesk CC BY http://www.flickr.com/photos/38869431
- 4. w w w . c o m p e t e . c o m4 1. Itsaves us time inrespondingtocustomers(macros) 2. Allowsustomanage expectations (triggers&automations) 3. Helpsusmeasure(gooddataandzendeskreporting/views) 4. WorkingwithZendeskfeelslikeapartnership 5. Theproductisdogfoodable –theyuseittoo! Why we love Zendesk
- 5. w w w . c o m p e t e . c o m5 We aspire to work with Zendesk as a partner. Leverage Zendesk as our Compete’s choice provider for organizing all of our product and services requests. • Show the value of Zendesk as a productivity tool with superior integrations. • Push to leverage Zendesk’s forums for knowledge sharing by storing information and organize our communications as ―living documents‖. • Facilitate adoption by helping others in our company understand it’s vast capabilities and sharing our successes. Vision Strategy
- 6. w w w . c o m p e t e . c o m6 What I’ve learned, as a customer of Zendesk.
- 7. w w w . c o m p e t e . c o m7 Winston Churchill ―Success consists of going from failure to failure without loss of enthusiasm.‖
- 8. w w w . c o m p e t e . c o m8 Salvador Dali ―Have no fear of perfection - you'll never reach it.‖
- 9. w w w . c o m p e t e . c o m9 Benjamin Franklin ―Tell me and I forget, teach me and I may remember, involve me and I learn.‖
- 10. w w w . c o m p e t e . c o m10 Zendesk PRO tips The Compete Client Relations Team’s Favorite Configurations
- 11. w w w . c o m p e t e . c o m11 The Problem… Clients & colleagues email us directly. • We need to record our interactions in order to track our interactions and measure ourselves • We want to be friendly and respectful of our client’s time, while gently acknowledging the benefits of best outreach practices. Photo Credit: uzvards
- 12. w w w . c o m p e t e . c o m12 The Solution… • A trigger that fires when a mail is received from an @compete.com email • Organization = Compete // AND • The body of the email contains one of the following // THEN… • Auto_close_ticket • Auto_assign_{{agent_name}} • Auto_assign_{{group}} • Compete PRO TIP When using HTML email make your trigger text white & small so clients don’t see it. Photo Credit: juhansonin Organizations & Triggers
- 13. w w w . c o m p e t e . c o m13 The Problem… Weneed to ensure our communications are relevant. • Right message, at the right time, to the right people. • Organize and track our communications. • Delegate out messages to other departments. Photo Credit: dysturb
- 14. w w w . c o m p e t e . c o m14 The Solution… Leverage the power of tags, targets, and ticket sharing. • Custom email templates triggered by macro tags. • Welcome Emails • New Tickets • Delegate via Email Targets • Blog inquires • Marketing inquires • Ticket Sharing • Custom macro templates include use information Photo Credit: Khalid AlHaqqan
- 15. w w w . c o m p e t e . c o m15 The Problem… Weneed to measure our performance. • Keep tabs on performance • Ticket volumes • Timeliness of responses • Ticket touches • Customer satisfaction • Voice of the Customer (tags) • Track our projects and tasks. • Gain visibility into group and team member performance. Photo Credit: billaday
- 16. w w w . c o m p e t e . c o m16 The Solution… Zendesk and GoodData Help Us Fetch Information. • Build & Automate Reports • Analyze Performance & Share Insights • Recent Insights • We need to facilitate a self-service option. • Site changes have impacted ticket volumes. • Customers are more likely to respond as satisfied when they’ve spoken to us via phone. Photo Credit: ajagendorf25
- 17. w w w . c o m p e t e . c o m17 Team building, staying focused, and celebrating customer praise Outside of Zendesk the importance of alignment & values
- 18. w w w . c o m p e t e . c o m18 1. What are some of your personal core values? 2. What motivates/discourages you? 3. What is example of an accomplishment you’re proud of (can be anything)? 4. I feel most happy when? 5. What was the last customer service experience made you feel warm & fuzzy? 6. I pride myself on? 7. How do you like to be recognized, acknowledged and rewarded for a job well done? 8. What makes you feel like a valuable contributor? 9. My biggest strength/weakness is? 10.If you could focus on improving /learning one thing this quarter what would it be? It’s much easier when you first agree on your values. Striking a balance can be difficult.
- 19. w w w . c o m p e t e . c o m19 1. We are committed to anticipating our customer’s needs, proactively reaching out, and carrying ourselves with patience and infectious optimism. 2. We are advocates for our clients —acting as liaisons within our organization to facilitate timely and accurate data, must-have features and functionality, and externally to promote the knowledge and understanding to derive actionable insights from our products. 3. We’re respectful of our client’s time, listen carefully, and are thoughtful in our actions and recommendations. 4. We work hard to keep up-to-date on industry trends so that our clients value our expertise and think of our products and services as ―must have‖. 5. We have a strong appreciation of facial hair, specifically mustaches and coffee too! Our Team Values
- 20. w w w . c o m p e t e . c o m20 How westay customer focused… • Our values live in context of real, positive customer feedback that’s updated regularly. • Updated weekly using our satisfaction surveys and VOC tags. • Anyone on the team can submit content in any format. Our Internal Tumblr Account
- 21. w w w . c o m p e t e . c o m21 Twitter @linji http://gplus.to/linji http://linkedin/in/lmark Questions and outreach welcome! Icons Credit: yootheme.com
Editor's Notes
- The many use causes I’ve mentioned that work for my team, are very different for other teams. I encourage you to mingle with my colleagues. Shout-out attendees… Remind people to chat them up and ask them questions too!
- In the long term we want Zendesk to grow with us and be the choice provider for tracking interactions with customers and users of our services. We hope to …Leverage best of breed integrations to boost productivity, share information, and have the best possible customer experience. Use the Zen-Desk forums to facilitate self-services and have our documentation exists as a living documentHelp others in the organization understand the value and usefulness of zendesk.
- I’m going to share with you a few words of inspiration that resonate with me in regard to my department’s experience and approach we take in using Zendesk.
- I didn’t always know what I was doing… For the first several months I only used macros. I had no idea what the triggers and automations did and I didn’t think to spend time to stop and learn more about these features. After several months of doing it the hard way, my curiosity got the best of me and I started exploring the forums. Luckily there were these awesome video shorts about triggers and automations. After spending about 10 minutes watching these, the gears in my brain started turning and I thought to myself… “where have you been all my life?” My approach to my Zendesk instance from that day forward had changed. I had a new found enthusiasm for creating logic that made organizing tickets and workflows significantly easier.
- That said.. Three plus years of creating rules for my instance, I’m still actively learning and coming up with better ways to do things. I also really enjoy collaborating with others in order to improve our processes, and often all ZD customer advocates to help talk out the logic. If your day to day is anything like mine, we can strive to make our processes and documentation the perfect but there’s always room for improvement… even if it requires a sense of humor or a phone call to a pair of sympathetic ears.
- Regardless of if we’ll ever reach perfection, sometimes it’s the approach and attitude that matters most. This particular quote resonates with me on two levels, first in my thinking about the customer experience as they do not know what they do not know and it’s my responsibility to engage them so that they learn. And secondly in the experiences I’ve had with Zendesk.There were several times that I managed to get my rules for triggers and automationscrossed or out of sync. Luckily with a combination of patience and debugging practices (looking at all events and notifications) and often a frantic phone call or two, with the help of caring customer advocates we’ve been always been able to get things back on track. As a side note, I absolutely encourage you to engage in the Zendesk forums if you haven’t already. The community is full of interesting and fun people, and I admit that more than a couple comments have made me smile or even laugh out loud. Really, it’s the small things that matter most.
- Now I’m going to share my top ways in which our Zendesk Configurations make us….More effective, better communicatorsAnd most importantly that help get our team noticed If you have questions on these tips and tricks feel free to ask me at the end of the presentation and I’m happy to share. Or find me after and we can trade secrets
- I’m sure we all have issues with this…. Customer-centric-people often find that the bonds that we create with our customers can sometimes make them more reliant on us. Zendesk helps us with this by allowing us to reinforce the importance of giving them the best service possible through a timely response, while responding directly which is the least jarring experience from the customer’s end. The client relations team here at compete are big advocates for positive experiences, such that we always make the effort to use the customer’s preferred communication channel whenever possible. For example, if they call we try to call them back and follow up with email to document the interaction.
- This allows us to respond from tickets that clients send directly to us, silently tracking them while automatically assigning and closing them as we specify. Typically in my message, I reaffirm that it’s okay to email us directly but that they’ll likely get the fastest response when they also email our support team, in the event that I’m out of the office, away in meetings, or otherwise swamped. This typically elicits a positive response because I’m acknowledging the availability of my team, and enabling the customer to make the choice to continue to message me directly with the expectation that they may have to wait longer…. rather than attempting to dictate to them who they “SHOULD” contact. Ultimately it’s the difference between giving them the option to adopt the best practice rather than forcing it on them.
- I personally, struggle with keeping my calendar, contacts, and communications organized, while I may not be the pinnacle of organization, I love automating processes…With Zendesk we’re better equip to create special messaging rules and templates that not only send the right communications to the right people, at the right time but also effectively tag those messages for later review and reporting.
- How do we do it? * tell story from bulletsWe customize our email templates to trigger off of special tags, we exclude these messages from our other triggered rules and ensure that after the outbound message is sent that the tag is replaced such that we can communicate with replies to these messages with the proper templates. I know it sounds complicated but here’s an example. We have a new customer that needs a “welcome” letter. This template cc’s the proper team members, tags the ticket, and triggers the proper email template. The trigger then replaces the one-time-use “welcome” tag with “welcome sent” so that any replies can be handled with ease. In addition to sending welcome letters, we are also able to delegate out some messages to non-agents for activities that need not be answered by our team using email targets. For example, we get a number of “guest blog” inquires… people wanting to write for us. These people are messaged that we’ve notified the compete social media team and that they’ll follow-up if they’re interested.
- WithZenDesk reporting we track our ticket, forum, and agent performance metrics. Since we’re a data-centric team, I often look for the stories that our reports are telling so that I can share this news with my manager. Some recent insights include that there is a need to facilitate self-service. I had prioritized creating and updating our zendesk forums as they’d fallen out of date. This happened because we didn’t set-up single-sign-on nor did we connect our forums to our product. Since the “help” documentation lived outside of where our users were it used to not get a ton of traffic. However, over time search engines indexed this content and our PRO users and prospects found it anyway. With Zendesk metrics I recently noticed that we had over 1,600 views in our forums over the course of the month. Given that our product is fairly niche, this was a lead indicator that self-service was something customers and PRO prospects are looking for. This information is helping me garner support for launching the Knowledge Base next quarter.
- I know I shared a number of tips and tricks that my team has leveraged over the years, however… I thought I’d throw in something we’ve been collectively working on that might get you thinking about your company, your teams, and the impact that you can have on the experience of your customers and colleagues.
- These were some of the questions we answered together, from our answers we were able to vocalize some common themes. I then used these themes to articulate our team values.