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Project Overview
Since Zendesk first launched its iPad app two years ago, the percentage of companies providing customer service through a mobile app has doubled. Now more than 60 percent of Zendesk accounts use a mobile service app, and the iPad app is the third most popular. This shift toward a more mobile service team inspired Zendesk to redesign its iPad app focusing on delivering performance metrics and customer history on-the-go.
A native app revamped in March 2013, it’s aimed at the increasing number of mobile customer service teams who need to stay in the know about their customers and performance anytime, anywhere.
Organisation
Team
Zendesk product development, product management and product marketing
Project Brief
The original Zendesk for iPad app had seen growing adoption across support agents. The app had raised the expectations of how customers can provide great customer support while on the go. Our philosophy in building an app like Zendesk for iPad is to give both the agent and the manager exactly what they really need—thinking of what they would want to view and do on-the-go.
Zendesk for iPad app is built to suit whatever job or task the user wants to get done from wherever they are. As teams get increasingly mobile, managers need to be able to get a quick pulse on how their teams are doing, and agents need to get a quick idea of the support volume or alerted by some urgent issue at the start of their day.
With the revamped Zendesk for iPad app, Zendesk had the opportunity to:
• Generate buzz among media and customers
• Begin shaping a stronger mobile story—looking ahead at the availability of SDKs later this year
• Continue its market leadership in the customer service app space
Project Need
Zendesk’s iPad app originally was used to answer customer service requests on-the-go by customer service agents. But as mobile adoption increased, service teams required more advanced features for prioritizing requests, viewing customer history and getting instant access to the performance metrics of their teams. Through Zendesk’s new reporting dashboard for iPad, managers can navigate updated data and metrics across three views that take advantage of native features of iOS:
- A leaderboard, which gives a quick glance at metrics such as customer satisfaction, solved tickets, response time, and the productivity of the support team;
- Ticket activity, which reveals details and trends in the volume of new tickets and the efficiency and quality of agents’ responses to them; and
- First response, which provides an interactive dial for viewing how long it took to respond to customer inquiries across various time periods.
In addition, the new Zendesk for iPad provides customer service history on a company or customer level so service teams have a more complete view of previous interactions and can better address customers’ individual needs and preferences.
User Experience
“The new Zendesk iPad app will change the way that our business provides support. At REA Group Ltd we have trialled Zendesk to power our internal technical support. The biggest improvement we’ve seen as a result of using the new app has been transparency on how we deliver our services to our users,” said Damian Fasciani, IT Service Delivery Manager, REA Group Ltd, who has been trialling the new app. “The app enables us to be more accountable to our users, and our technical support specialists have better ownership [of support requests] and a clearer sense of workflow management. As a manager, I have access to the support ticket queue, our performance and requests in just a couple of clicks. The speed and delivery within the app is impressive, and the app is simple to use, it should be a huge success.”
Project Marketing
• The marketing objectives for the Zendesk for iPad launch was to promote the new features available in the updated version of the iPad, to highlight Zendesk’s extensive mobile capabilities and tell a thought leadership story about how Zendesk builds products with the user in mind. Zendesk developed original content of infographics, product tutorials and a brand video to communicate with customers through its blogs, social media and direct emails; conducted a global PR campaign in Australia, U.S., UK, Germany, Japan and France; and partnered with external blogs to spur social conversations about mobile among prospective customers.
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• The results:
•- Secured an iPad giveaway contest on Mac:Life’s website that drew 40 submissions as comments about how mobile apps have changed people’s lives (http://www.maclife.com/article/win/sponsored_win_ipad_mini_zendesk)
•- Secured “Mobile Morning” iPad contest in Business 2 Community blog with 33 prospective customers sharing in-depth stories of how they use mobile devices when they wake up (http://www.business2community.com/sponsored/mobile-mornings-win-an-ipad-3-from-zendesk-0440812)
•- Turned contest submissions into a follow-up infographic shared on Business 2 Community and Zendesk’s blog and website (http://www.zendesk.com/resources/mobile-phone-usage-morning)
•- Secured more than 10 stories in independent media outlets across 6 countries. Notable coverage included stories in TechCrunch, ZDNet, DestinationCRM and The Next Web
•- Creative brand video launched on Zendesk website and YouTube (with 4,600+ views)
•- Within the first three days, new downloads of the iPad were 250% higher than normal and 50% of the existing iPad user base had upgraded to the new version
Line of Business
The category relates to applications that aid productivity in Line of Business.
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