Guerilla marketing your service desk

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    08-Jan-2017
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Transcript of Guerilla marketing your service desk

  • Guerrilla marketing your service desk

    Caroline Clark Product Marketing, JIRA Service Desk

    Atlassian

    Sarah Khogyani Product Marketing, JIRA Service Desk

    Atlassian

  • First, a story

  • Think of your service desk as a product

  • 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.

  • Caroline Clark

  • Sarah Khogyani

  • How do you successfully launch a product?

  • Launch checklist

    Pre-Launch Launch Post-Launch

  • Pre-launch

  • Define goals of launch

  • Pirate metrics: AARRR

    Acquisition

    Activation

    Retention

    Referral

    Revenue

  • 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

  • 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

  • Positioning and messaging

  • What makes your service desk easier and better than the status quo?

  • Changing behaviors

    Cue RewardEmail

    Current behavior

  • Changing behaviors

    Cue RewardEmail

    Cue RewardLink in email footer

    Cue RewardService Desk

    Aspirational behavior

    Current behavior

    New

  • Rule #1: Make the product easy to use

  • Get feedback and buy-in

  • True launch story: Beta tested in office cafeteria

  • 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

  • Rule #2: Try to iterate on the product

  • Launch

  • Launch promotion efforts

  • Pick your channels

    Office Intranet Email All-staff meetings Brown bags

  • Write content

    Announcement blog post

    How-to articles and FAQs Tutorials and demos

    Announcement email

    Posters and flyers Update onboarding docs

  • Intranet button

  • Rule #3: Go where the people are

  • Have a launch party

  • Rule #4: Celebrate

  • Post-launch

  • Review key metrics

  • 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

  • 42

    Up to 100 releases per day Netflix has more than 30 million streaming members.

    42

    4,700 employees using service desk

  • 43

    Up to 100 releases per day Netflix has more than 30 million streaming members.

    43

    Over 30,000 service requests

  • 100% categorized tickets

  • 1 in 6 walkups

  • 8x increase in knowledge base4,700 employees using service desk 90% of employees use the customer portal

  • 8x increase in knowledge base4,700 employees using service desk 90% of employees use the customer portal

    instead of email

  • 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

  • 6 Key Takeaways

  • Go to market

    #3 Include multiple touchpoints

    #2 Be creative and funny

    #1 Go where the people are

  • Your service desk is a product

    #6 Iterate and improve

    #5 Make it easy to use

    #4 Define goals

  • Questions?

    Caroline Clark Product Marketing, JIRA Service Desk

    Atlassian

    Sarah Khogyani Product Marketing, JIRA Service Desk

    Atlassian