From Customer Success Summit 2017 - Sam Boonin, VP Product Strategy at Zendesk discusses, "Customer First: A Product Person's View". Learn more about Customer Success Summit: http://customersuccesssummit.com Totango is the leading enterprise- grade customer success platform that helps recurring revenue businesses proactively impact business outcomes with customer success. With solutions to empower Customer Success Teams or entire companies, Totango enables everyone to participate in customer success. Learn more at www.totango.com.

1. A Product Person’s View
of Customer Success
Sam Boonin
@samboonin | sam@zendesk.com

2. Zendesk by the Numbers

4. Trust
Evangelism
Loyalty
Transparency
Empowerment
Responsiveness
Any customer service interaction is 4x more likely to drive disloyalty, than loyalty.

6. “Customer Success” @ Zendesk

7. Quick history of pricing/packaging at Zendesk
7

8. Visitors
Trials
CCs
# visitors (xxx,xxx / mo)
conversion rate (x.x%)
# trials (x,000 / mo)
conversion rate (x0%)
# credit cards (xxx customers)
2009
LEADS
WINS
Simpler Times
2007-2010 = Simpler Times

9. 2009
Simpler Times
2011-2014 = Scale Through Sales & Success
LTV:CAC

10. 2009
Simpler Times
2011-2014 = Scale Through Sales & Success

11. 2009
Simpler Times
2015-Today = many funnels, many paths
zendesk.com
Trials
CCs
zopim.com
Demos Events Manual
outbound
Trials
Invoices
SDRs
CCs/Paypal
MQLs SQLsJunk old QLs
Black hole
Things got complicated
Cross sell
NurtureUse cases LanguageProducts
ExpansionFreemium
resellers
Success
Other
field mktg

12. What did Product
think about all of this?

13. Rebuilt Trial UX

14. Focused on Onboarding

15. Education via In Product Messaging

16. Managed Product Data Explosion

17. Drove Product Data Warehouse Self-Service

18. Web Try Buy Funnel
impressions
www.zendesk.com
conversion to
trials
conversion to
customer
Expansions
Maybe all Zendesk’s features and products are
just a series of funnels within funnels
www.zopim.com

19. Feature Funnels

22. So where are we today?

23. Personalization at Scale

24. Different users have slightly different needs
VS

25. Product Discovery

26. User’s “job to be done” informs the tools for the job

27. Product can do more marketing than Marketing

28. Understanding and Optimizing Journeys After Initial Signup
Professional
Enterprise Basic
Advanced More X-sell & Upsell

29. Expansion Loop - Features & New products
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TRIGGER
Based on usage &
demographic data, we
build rules to
automatically trigger a
marketing message and
a prospect list.
CAMPAIGN
Run the campaign -
customer are notified
about a feature or product
they should be using via
Connect IPM, email,
remarketing ads, etc.
ACTION
The user tries the new
feature or product and a
certain percentage will
see the value on their
daily use of Zendesk.
CONVERSION
The user adopts the
feature or product as
part of their workflow,
leading to more
stickiness, and
openness to using other
new features and
products in the future.

30. Run customer journey loops until they need a bigger bag (or plan, or product…)
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1
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Pro Plan User Enterprise plan

31. What I wish I knew in 2011...

32. Lessons Learned
1. Sales/Success vs. complements Product
2. Get great at what you are already good at
3. Every experiment becomes legacy if you’re not careful
4. Segments are good - too many are really bad
5. Missions matter

33. TM and © 2016 Zendesk Inc. All rights reserved.