Guerilla marketing your service desk

Atlassian
AtlassianSoftware um Atlassian
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 we’ve 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
Guerilla marketing your service desk
Guerilla marketing your service desk
Guerilla marketing your service desk
Intranet button
Guerilla marketing your service desk
Rule #3: Go where the people are
Have a launch party
Guerilla marketing your service desk
Guerilla marketing your service desk
Guerilla marketing your service desk
Guerilla marketing your service desk
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 base
4,700 employees
using service desk
90% of employees
use the customer
portal…
8x increase in knowledge base
4,700 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
1 von 52

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