2013 in Review – Help Center & Training

Programs

Help Center – Notable Achievements in 2013

1. Enhanced browse and search experience:

a) New taxonomy/information architecture

b) New design of subcategory landing pages

c) Search improvements by implementing Google/cse

2. Videos – partnered with Grovo to produce 40+ how to videos

3. User identity:

a) API & tabbed articles/beta content

b) Enterprise

c) Better identify unknown users

d) Acquisition triggers to logged out users

e) Traffic logs in SF to sync with BI data warehouse

4. Case deflection & self service strategy – in Q4, showed a 16%

reduction in submitted cases and increased self-serve to an average

of 95.1%.

5. Help center code/visual improvements:

a) Design styles: Expandable/collapsible content, warning/tip

icons

b) Created infrastructure to support different article types (e.g.

standard FAQ. mobile, known issues, etc.)

6. International - Turkish launch

Enhanced Browse and Search Experience

Google Search & Autocomplete

We implemented Google Search and autocompletes to increase search success.

Browse and Navigation - Taxonomy

We redefined our taxonomy and created easier to navigate sub-category landing pages using card sort and decision tree UX strategies

Videos – How-to Library Resource

Grovo Partnership

We partnered with Grovo to build 40+ how-to videos We also rolled out 5 videos in international languages. This allows us to have a dedicated video landing page.

User Identity

Targeted Content

API & Tabbed Articles for Beta Content

Worked with engineering to use the SurveyMonkey API for identifying a user’s status and target content.

Enterprise User Experience

Created an experience to show only Enterprise content based on the user status as an Admin or a User.

Traffic & Session Logs

Built internal logs for Salesforce to track HC page views to roll into the BI data warehouse.

Sign Up CTA

Logged Out View – Phase 1

We added acquisition triggers visible to the logged out experience to direct users to our sign up pages on the main SurveyMonkey site.

1) Sign Up Free 2) Sign Up Pro

Initial data showed potential conversion opportunities for users and more engagement within the product.

Case Deflection Strategy

Customer InsightsWe used quarterly customer insight reports to build our case deflection feature where we show suggested answers to customers on the Contact Us page before they submit a case.

This looked at category selections to provide top answers on frequently asked questions.

• In Q4, this resulted in a 16% reduction in submitted cases.

• On average, deflection FAQs show a 47% deflection success rate.

Overall Self-Service Rate

In 2013, we redefined our self-service metric to include:

• Case submission = First Emails (BI report).• Visits = All visits (Google Analytics).

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96.0%

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Case Submission / Help Visits at Least 1 Article Viewed

Site visits

First Email Cases

Self-service Rate

Visual Design Improvements & Code Clean Up

1. Created new article types to support different content: standard articles, mobile or specialized articles like “known issue”

2. Added zipped design elements to condense or expand content on the page (see image to the right)

3. Enabled anchors with zipped content to automatically go to a specific place on a page and automatically expand the zipped section

4. Updated CSS to denote tips, alerts, or banner content.

Quality and Training – Notable Achievements in

20131. Quality experiment to verify statistically the number of cases to

review each quarter per rep to get an accurate representation

of their true quality scores

2. Calibrated the customer ops leads to take on quality reviews

3. Continuing education/workshop strategy now running on a

monthly basis

4. Onboarding/training alignment with HR, customer ops, and

Audience

5. Phone training for all new hires after 6 months in email support

6. Enterprise onboarding and training program

7. Product webinar for 1000+ customers

Customer Satisfaction

We rolled out quality in Q3 of 2012. In 2013, we saw a nice increase in customer satisfaction over the previous year.

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Customer Support CSAT

CSAT2012

CSAT 2013

Quality Experiment

We tested the number of cases we should be scoring each quarter to understand the impact. We found that scoring a large number of cases didn’t prove a stronger significance.

• Primary: QA score over the quarter based on > 30 cases per quarter• Targeting 6 Cases every 2 weeks

• Secondary: CSAT comments used to refine QA insights

Quality score become statistically consistent when more than 30 cases are chosen

randomly:

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Rep A Rep B Rep C Rep D Rep E Rep F

5 Random Cases

30 Random Cases

60 Random Cases

100 Random Cases

Case Score & Score difference between 30 and 100 Random Cases

New Hire Onboarding

We are collaborating with HR to align product training with the new monkey orientation.

• New Monkey Orientation happens bi-weekly in Palo Alto:• Portland training team travels to PA once a month to facilitate product training on

Tuesday after the Monday HR onboarding. • New Monkey Orientation happens in Portland monthly.

• VP or members of the management team will facilitate.

Boot Camp Onboarding Experiment:

We are experimenting with Enterprise for a boot camp style of onboarding similar to what Audience does. This could become a proposal format for other departments.

Enterprise Onboarding

We implemented a boot camp style of onboarding and training for Enterprise Account Executives and Account Managers. This takes them through:

1. HR and culture highlights2. Product training3. Product activities – building surveys, collecting data, analyzing results4. Role-specific training5. Billing tools and training6. Enterprise business overview

a) Competitorsb) Product roadmap

7. SurveyMonkey business overviews8. Tools overviews – Salesforce, admin tools, resources, etc.9. Guest speakers to focus on special topics like:

a) Methodologyb) Audiencec) Contribute

Product Webinars

Throughout 2012 and 2013, we rolled out customer facing webinars to take users through the product. We focused on these areas:

• Creating Surveys• Sending Surveys• Analyzing Data

We had participation groups ranging from a couple of hundred to one thousand.

We received positive feedback from attendees with an average attendance rate of 59%.