guerilla marketing your service desk
TRANSCRIPT
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Guerrilla marketing your service desk
Caroline Clark Product Marketing, JIRA Service Desk
Atlassian
Sarah Khogyani Product Marketing, JIRA Service Desk
Atlassian
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First, a story
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Think of your service desk as a product
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The biggest problem weve 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.
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Caroline Clark
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Sarah Khogyani
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How do you successfully launch a product?
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Launch checklist
Pre-Launch Launch Post-Launch
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Pre-launch
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Define goals of launch
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Pirate metrics: AARRR
Acquisition
Activation
Retention
Referral
Revenue
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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
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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
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Positioning and messaging
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What makes your service desk easier and better than the status quo?
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Changing behaviors
Cue RewardEmail
Current behavior
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Changing behaviors
Cue RewardEmail
Cue RewardLink in email footer
Cue RewardService Desk
Aspirational behavior
Current behavior
New
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Rule #1: Make the product easy to use
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Get feedback and buy-in
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True launch story: Beta tested in office cafeteria
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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
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Rule #2: Try to iterate on the product
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Launch
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Launch promotion efforts
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Pick your channels
Office Intranet Email All-staff meetings Brown bags
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Write content
Announcement blog post
How-to articles and FAQs Tutorials and demos
Announcement email
Posters and flyers Update onboarding docs
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Intranet button
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Rule #3: Go where the people are
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Have a launch party
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Rule #4: Celebrate
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Post-launch
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Review key metrics
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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
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42
Up to 100 releases per day Netflix has more than 30 million streaming members.
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4,700 employees using service desk
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Up to 100 releases per day Netflix has more than 30 million streaming members.
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Over 30,000 service requests
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100% categorized tickets
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1 in 6 walkups
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8x increase in knowledge base4,700 employees using service desk 90% of employees use the customer portal
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8x increase in knowledge base4,700 employees using service desk 90% of employees use the customer portal
instead of email
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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
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6 Key Takeaways
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Go to market
#3 Include multiple touchpoints
#2 Be creative and funny
#1 Go where the people are
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Your service desk is a product
#6 Iterate and improve
#5 Make it easy to use
#4 Define goals
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Questions?
Caroline Clark Product Marketing, JIRA Service Desk
Atlassian
Sarah Khogyani Product Marketing, JIRA Service Desk
Atlassian