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