Matt Price, SVP at Zendesk, responds to whether software companies should replicate onboarding flows of their highest lifetime-value customers.
0:00 / 0:08exact quote · 8.4s
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“Largest customers tend to be outliers and have very unique requirements in which case you need to overlay certain levels or levels of
Service on top of that.”
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More from Matt Price
AssertionPartly supported
Price: Zendesk acquired first 10,000 customers with zero salespeople
“Zendesk got its first 10,000 customers without any salespeople, and what they figured out was a way to actually take something that was Kind of simple that everybody needed, which was customer service, but cost hundreds of thousands of dollars and loads of con…”
Matt PriceJun 7, 2018▶ 2:031048 How Zendesk Figures Out Pricing and Product Strategy
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Price: Zendesk avoids costly consulting to drive enterprise software growth
“And that's what we try and do today with, even as we move more up market, we try and make our software such you don't need to spend hundreds of thousands of dollars on consulting, but you know, you can deploy it very quickly. And that's where a lot of the ente…”
Matt PriceJun 7, 2018▶ 5:471048 How Zendesk Figures Out Pricing and Product Strategy
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Price: Bundling unwanted free features makes customers feel they are overpaying
“Sometimes putting things in as free can actually add complexity to the customer if they're not going to want to use it and also makes them feel that there may be over overpaying because they're getting things that they actually don't want to use.”
Matt PriceJun 7, 2018▶ 8:471048 How Zendesk Figures Out Pricing and Product Strategy
Insight
Price: Long-tail features with narrow utility enable premium SaaS pricing
“Typically where a long tail exists, then there's an opportunity to actually add the premium price to those into those features because they have very specific utility to a small number of customers.”
Matt PriceJun 7, 2018▶ 11:061048 How Zendesk Figures Out Pricing and Product Strategy
Insight
Price: Deep cohort analysis of 100 customers beats top-down metrics
“So actually you can get probably more intelligence a lot of time out of taking a hundred, a sample of a hundred customers and looking deep into what those customers are doing, whether it's when did they adopt, what features are they doing? You've got a big eno…”
Matt PriceJun 7, 2018▶ 14:531048 How Zendesk Figures Out Pricing and Product Strategy
Disclosure
Matt Price denies rumors of Zendesk acquiring Front App
“We are not.”
Matt PriceJun 7, 2018▶ 7:001048 How Zendesk Figures Out Pricing and Product Strategy
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