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What is Customer Centricity in Support? Supporting your Customer contextually where they are using the medium they prefer 

Many Approaches ● None ● Self-help ● Embedded Support ● Predictive Analytics ● Guided Products, Prompts, Errors etc. ● Proactive Support 

Company 1 ● ~6000 employees ● ~600 in Support across ~5 product lines ● Highly Technical Product ● B2B ● On-Prem, some SaaS, IoT 

Company 1 - Being Proactive ● "Samurai" Tool ○ Slices up customer logging/configuration files to find patterns ○ Don't just analyze 1 issue, look for common known issues ● Predicting Escalated Tickets ○ Identified 20 key indicators that correlate to a ticket being escalated ○ Use that information to flag tickets to reps that may need more TLC 

Company 2 ● 120 Employees ● 10 in Support ● B2B and B2C ● SaaS ● Freemium Product and Enterprise Solution ● Mostly Non-technical Product 

Company 2 - Providing Useful Content ● Knowledge Centered Support ○ 90% attachment rate ○ Video walkthroughs on 30% of written content ● And not much else…. ○ Why? 

Company 3 ● 90 Employees ● 7 in Support ● GovTech ● SaaS ● Completely Non-technical 

Company 3 - Customer Experience is #1 ● Proactive Ticket Deflection ○ Top 20 known cases where customer may not be successful fully automated ○ Proactively reached out via Zendesk API ○ 98% in reduction in calls of that type ● Knowledge Centered Support ○ 70% attachment rate ● Guides Everywhere ○ In product guidance ● Data analytics ○ Used tooling to capture information about what users were doing 

How to seek out Customer Centricity ● Interview questions: ○ How do you support your customers? ○ How free are your support agents to make decisions that benefit the customer? ○ What cross-functional relationships/meetings exist today to drive customer centric initiatives? ○ Is any part of your product roadmap dedicated to internal improvement projects? ● Internal Actions ○ Get management buy-in for these initiatives ○ Must be driven cross-functionally ○ Progress, not perfection ○ Where are your customers? ○ What data do you have? ○ Most valuable low hanging fruit 

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