THE TRADE DESK built a connected team of over 100 service agents by implementing a single service platform to streamline their processes. Previously, THE TRADE DESK used disparate applications that fragmented workflows and lacked visibility. The new platform allows requests to be triaged, spawned to the correct teams, and fulfilled through automated routing and approvals. This improved traceability, provided analytics on performance, and increased customer satisfaction by connecting the teams.

1. How Trade Desk Built a Connected
Team of 100+ Service Agents
Swati Jain | VP, Professional Services | cPrime
Drew West | Sr. Director, Global Support and BI | THE trade desk

2. The history of oral
storytelling developed
around a visual element
– the dance of a fire.
This is still true today. Providing the proper
visual elements will unify and level-set your
audience for proper coherence.
Daniel Nanescu, quotefancy.com

3. Omnichannel digital
advertising platform
empowering global
advertisers.
THE TRADE DESK

4. Business Operations
- Trade Desk Employees
- Client Services
- External Trading Partners
~500+ users

5. Service Operations
- 10 Fulfilment Teams
- Global Application Support
- Information Technology
- PeopleOps
- DevOps
- Partner Management
- …
~125+ agents

6. Product Management Operations
- Product Management
- Engineering
~ 200+ users

7. How we collaborated Then!
Triage
Desk.com
Fix
Pivotal and Spreadsheets
Request
Email

8. 432Billion transactions each day!

9. = Product Marketing and Engineering= Trader= Account Manager= Customer
FROM THE CLIENT TO SERVICE DESK – THEN
LEGEND
2010-2012

10. = Product Marketing and Engineering= Trader= Account Manager= Customer
FROM THE CLIENT TO SERVICE DESK – THEN
2010-2012 2012-2015
LEGEND

11. Fragmentation
Disparate applications challenged
process continuity and organizational
scalability.
Pain Points
Fragmentation
Traceability
Analytics
!

12. Traceability
Lack of consistency challenged
participant visibility and accountability.
Pain Points
Fragmentation
Analytics
!
Traceability

13. Analytics
Lack of standardization challenged
objective understanding and decision
making ability.
Pain Points
Fragmentation
Traceability
!
Point 2
Analytics

14. How we Collaborate NOW!
Triage FixRequest

15. FROM THE CLIENT TO SERVICE DESK – NOW
2010-2012 2012-2015 2016…
= Product Marketing and Engineering= Trader= Account Manager= CustomerLEGEND

16. Success!
Connected teams streamlined on a single platform
using standardized processes.

17. 120Days for Concept to Delivery

18. Types of Request
People Ops
On boarding
Off boarding
Support
Incident
General
Asset
Inventory
Access
Product
Feature
Integrations

19. PEOPLE OPS
Onboarding
Requests

20. Fragmentation
Building Connected Teams

21. Connecting
Teams
Intake
Triage
Spawn
Fulfill

22. Connecting
Teams
Intake
Triage
Spawn
Fulfill
Cascading Drop-Downs
Dynamic data objects

23. Connecting
Teams
Intake
Triage
Spawn
Fulfill

24. Connecting
Teams
Intake
Triage
Spawn
Fulfill
Employee Object
Employee object stub created in Insights for
provisioning and auditability.

25. Connecting
Teams
Intake
Triage
Spawn
Fulfill
CMDB
Rules based mapping of fulfilment team and enterprise
applications.

26. Connecting
Teams
Intake
Triage
Spawn
Fulfill
Spawned Requests
Automatic spawned requests for each individual application
request.

27. Connecting
Teams
Intake
Triage
Spawn
Fulfill

28. Connecting
Teams
Intake
Triage
Spawn
Fulfill
CMDB
Application provisioning, approvers, request participants and
fulfilment teams automatically mapped.

29. Connecting
Teams
Intake
Triage
Spawn
Fulfill
Object Linked
AD Account created and main
request resolved

30. Connecting
Teams
Intake
Triage
Spawn
Fulfill
Automation
Automatic routing for two-step
approval process on customer
portal.

31. Connecting
Teams
Intake
Triage
Spawn
Fulfill
Application Provisioned
Application request assigned and resolved

32. Traceability
Improved Visibility

33. Visibility
Dashboards
Metrics
CMDB
Audit

34. Visibility
Dashboards
Metrics
CMDB
Audit

35. Visibility
Dashboards
Metrics
CMDB
Audit

36. Visibility
Dashboards
Metrics
CMDB
Audit
Data Object
Employee object, all
related requests, all
related objects and
references.

37. Visibility
Dashboards
Metrics
CMDB
Audit

38. Analytics
Objective Decision-Making

39. Analytics
Provisioning
All provisions made for an asset/application.
High volume issue types
represent product
enhancement opportunities to
drive self-service customer
activity.
Issue Type Analysis
Remove repetitive
issue demand and
costs
Optimized Individual
and Team
Performance
Balance staffing
resource allocation to
meet business needs

40. Analytics
Provisioning
All provisions made for an asset/application.
Identify training opportunities by
individual or across teams/
regions.
Time to Resolution
Analysis
Remove repetitive
issue demand and
costs
Optimized Individual
and Team
Performance
Balance staffing
resource allocation to
meet business needs

41. Analytics
Provisioning
All provisions made for an asset/application.
Address high effort cases to
proactively plan for peak
demand.
Agent Effort
Analysis
Remove repetitive
issue demand and
costs
Optimized Individual
and Team
Performance
Balance staffing
resource allocation to
meet business needs

42. Customer Satisfaction Then

43. Customer Satisfaction Now

44. Make it a continuous
pursuit!
FINALE

45. Thank you!
Swati Jain | VP, Professional Services | cPrime
Drew West | Sr. Director, Global Support and BI | THE trade desk