“We came up with a unique way that looks completely different from every other product that we sell today,” Malik said of Answer Bot’s pricing. (Zendesk typically charges on a monthly per-agent basis.) That insight, uncovered in discussions with buyers, prompted Zendesk to go off script and offer a usage-based model for Answer Bot. Such buyers were open to the new technology, but weren’t sure how much they’d need or use it. The customer in this case was Zendesk’s core target – the support buyer. Generally, most ideas come from the product team, but the product marketing team has a sense of how those products will go over with customers. “I’ve always believed that if you organize the development based on how customers purchase from you and how they think about solving their problems in their company, everything just becomes easier from there on,” Malik said. Both work backwards from the customer’s needs. The two work in tandem to develop the product. Zendesk pairs the product teams with the product marketing teams. That ensured that the products were fully baked and met consumers’ needs rather than being a tech-for-tech’s-sake product. Malik addressed the perception about AI’s utility by involving the product marketing team early in the creation process. It’s kind of like how teens talk about sex,” she said. “When it comes to AI, we actually have this internal joke that everybody is talking about it and nobody is doing it. While AI is buzzy, it’s also viewed with skepticism. Malik’s particular challenge with those launches was to navigate expectations around AI-based solutions.
All three expanded Zendesk’s enterprise and machine learning capabilities. Eight months later, she was behind the launch ofTalk Enterprise, Chat Enterprise and Answer Bot. Their ability to live up to its promise of bringing Zen to customer service interactions has prompted that growth.įor Zendesk, the risk with any new product is that it will jeopardize that reputation.Īstha Malik, VP of Platform and Product Marketing, led the company’s most recent product launch and took the brunt of that risk. Launched in 2007 in a Copenhagen loft, the company recently hit a $500 million run rate. This attribute is a key component of the Zendesk brand. In popular culture, “Zen” refers to the ability to remain self-contained and cool despite outward circumstances.
#ANSWER BOT ZENDESK PRICING FULL#
You can listen to the full episode featuring Zendesk’s Astha Malik here. Editor’s Note: The following article is based on a recent episode of OpenView’s BUILD podcast.
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