Service enablement exists to create a frictionless product experience for our customers. Our goal is that our customers can intuitively use our products without having to reach out for help. So how do we create this system? Read on to learn how we bridged the gap between support and development to better prepare our support teams for releases and incorporate customer feedback into future products.

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Today, we're excited to release several new capabilities we think will help all technical teams but especially customer support teams providing external support. As the consumerization of IT has changed both employee and customer expectations, we've seen more and more of our JIRA Service Desk users providing support to both their employees and their customers. Employees want multi-channel, mobile-forward, self-service solutions, and it turns out that customers want that, too. Gone are the days of siloed support experiences for IT teams and customer service teams.

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These days, offering a great product or service, even if it's at the best price, may not be enough to win and retain customers. The modern customer has come to expect excellence in customer service and it seriously impacts their purchasing decisions. For instance, research shows 55% of consumers are willing to pay more for a guaranteed good experience. And companies are on the hook for providing that good experience, given that it's six to seven times more expensive for companies to win new customers

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