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
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