Monetizing Analytics for a New Era of Customer Service
Customer Company Size
Large Corporate
Country
- United States
Product
- Zendesk
- GoodData
- Advanced Analytics
Tech Stack
- Cloud-based analytics
- Data Visualization
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Customer Satisfaction
- Productivity Improvements
Technology Category
- Analytics & Modeling - Real Time Analytics
- Platform as a Service (PaaS) - Data Management Platforms
Applicable Industries
- Software
Services
- Data Science Services
About The Customer
Zendesk is a customer service platform used by over 40,000 companies around the world to engage with their customers and provide a beautifully simple customer service experience. The company aims to improve the relationship between a business and their customers. Zendesk's customers include ModCloth, Zuora, Elance, and WePay. These customers require a deep understanding of their own customer interactions and internal support workflows to deliver great customer service. In 2011, Zendesk recognized that their customers needed more extensive reporting and that delivering advanced analytics could be a game changer for their trial-to-pay business model.
The Challenge
Zendesk, a customer service platform used by over 40,000 companies worldwide, recognized the need for more extensive reporting to provide a deep understanding of customer interactions and internal support workflows. However, building the architecture to support premier analytics was a significant investment. After some research, Zendesk found that it was significantly less expensive to partner with a third party to build their advanced analytics. They chose GoodData, a cloud-based partner that could handle the scale of Zendesk’s business. The challenge was to leverage their new and improved analytics to enhance their trial-to-pay monetization model.
The Solution
In just 90 days, GoodData built Advanced Analytics seamlessly into Zendesk’s UI - a feature that is now the primary value add for their Plus and Enterprise plans. They quickly recognized the success of their monetization strategy, but over time have learned that it is also a significant competitive advantage. From the day they introduced it, it became the #1 reason their customers upgrade. They have better analytics than almost all of their competitors and a lot of that comes through their partnership with GoodData. What’s equally as impressive is the fact that 80% of Zendesk’s Plus and Enterprise customers continue to use the Advanced Analytics every day - creating a more sticky relationship with the product and reducing the probability for customers to churn.
Operational Impact
Quantitative Benefit
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