How to Sell

Financial
Services

Confidential - for partner use

only
Goals for this Presentation

Learning Sales
Objectives
After reviewing this document, you will be able to Stages
Qualifying
● Understand and explain the key trends and pain SDR and/or Sales reps engaging in 2 way conversation with
points felt by financial services firms customer to understand if pain points align with key messages
● Describe how the Zendesk approach makes it a fit for for financial services.
these firms
● Define the primary FinServ buyers and use cases for Discovery
Zendesk Zendesk sales engages in conversations with the extended
● Position Zendesk across the segments within financial customer team to learn specifics about their client support set-up,
services their decision criteria, and the scope of the problem and potential
Target Roles for This
● Pitch Zendesk products and features with a financial solution.

Deck
●
services twist
SDR
● SAE
● AE
● SC
● Succes
s

Target Customer Audiences

● Head of // Director of Customer
Experience
● VP, Customer Experience
● Director, Digital Experience
● Chief Experience Officer
Confidential - for partner use
only
 1.The Financial Service
Environment
2. Buyer Profiles
3.FinServ Core Messaging
Pillars
4.FinServ Use Cases
5. Competition
6. Security and Services
7.Customer Stories

Confidential - for partner use

only
 Financial Services Industry Segments

1
Definition
Professional services involving the investment, lending, and management of money
and assets.
2 Categories include:
Commercial banking, consumer banking, investment banking, wealth management,
portfolio management, payment providers, payment processors, financial advisors,
3 insurance, fintech, insurtech, cryptocurrency

4
Consumer Wealth Insuran Fintech/
Banking Management ce Insurtech
Mass-market banking in Financial planning Companies providing Technology that
5
which individual and specialized contracts in which an seeks to improve and
customers use local financial services, entity receives financial automate the delivery
branches of larger including: protection or and use of financial
6 commercial banks reimbursement against services
- Checking, saving - Estate Planning losses - Financial/asset
and other - Legal and tax - Home mgmt
7 accounts advice insurance -- Insurance
- Lending & - Investment - -Agricultural
Health Payments
mortgages management insurance
insurance
8
Confidential - for partner use
only
 Customer Challenges / Pain Points

Consumer
Personalizat
2 pressure Global
ion at scale
for digital nature of
with AI and
transformat the
3 IOT
ion business

Simplifying Trust, Competiti

5 the data on from
customer security tech
6 journey and disruptor
complian s
Firms must deliver the most personalizedceclient experiences in to build
7
relationships, all while maintaining trust through rigorous security and
compliance practices.
8
Confidential - for partner use
only
 1.The Financial Services
Environment
2. Buyer Profiles
3.FinServ Core Messaging
Pillars
4.FinServ Use Cases
5. Competition
6. Security and Services
7.Customer Stories

Confidential - for partner use

only
 Buyer Profiles

4 Agent/Advisor Head of VP, Digital

Who are they? Support Experience
The people engaging day-to-day
5 with clients, answering a range of Who are they? Who are they?
queries from financial advice to The person who oversees The person charges with the
product recommendations to all of customer support. overall client journey and digital
technical support. product development.
6 What are they looking for? What are they looking for?
What are they looking for? An efficient way to run a A complete solution that delivers
An easy way to segment tickets, complex support organization excellent client experience and
automate common questions and that not only solves tickets but helps manage the business
7 get the best answers for client also provides personalized
questions at their fingertips. advice and relationships.

8
Confidential - for partner use
only
 1.The Financial Services
Environment
2. Buyer Profiles
3.FinServ Core Messaging
Pillars
4.FinServ Use Cases
5. Competition
6. Security and Services
7.Customer Stories

Confidential - for partner use

only
 Zendesk for Financial Services

3
Personalized
4
client experiences
5 built on trust
6

8
Confidential - for partner use
only
Zendesk for Financial Services

Personalize at Establish trust

See a Deliver an
scale with for the most
complete engaging
automation and sensitive data
view of the digital
Bring client data
client Provide a seamless
experience AI Build client trust and
together from across digital experience that ensure growing
Deliver personalized
the business for a is relevant to each amounts of data are
advice and service
complete view of their client’s journey. secure and
by connecting data
needs and situation compliant.
with AI and
automations to
deliver proactive
advice and support.

Confidential - for partner use

only
 Benefits Statement
Bring client data together from across the business for a complete view of their
needs and
situation

Core Messages
● Unite data across multiple systems for a complete view of the client’s situation
and habits
● Capture client data across platforms and channels
● Segment data and permission for certain types of viewers
See a ● Integrate other business systems to better understand client behaviour and
complete interests
view of the Features
client ● Zendesk
Sunshine
● Mobile SDK
● Events API
● Custom objects

Confidential - for partner use

only
 Benefits Statement
Provide a simple digital experience that is relevant to each client’s
journey.
Core Messages
● Simplify the client journey with online and mobile channels to communicate
with your brand
● Arm your associates with client profiles to offer personalized advice
● Anticipate client needs and builds relationships over time
● Set up event-based triggers to advise and promote new features to clients
● Proactive outreach based on customer profiles and behavior
Deliver an ● Clients looking for in-depth advice can access the resources they need for
engaging long-term planning and short-term decisions
digital
experience Features
● Omnichannel
suite
● Mobile SDK
● Web Widget
● Connect

Confidential - for partner use

only
 Benefits Statement
Deliver personalized advice and service by connecting data with
automations and AI to deliver proactive advice and support.

Core Messages
● Enable clients to get quick answers to common questions and technical
issues
● Segment tickets to deliver the most high-value and personalized
experience
Personalize at ● Solve tickets faster for agents and end-users with AI-powered responses
scale with ● Increase agent productivity with automation, macros and smart
workspaces
automation ● Leverage AI and machine learning to automate outreach and personalize
Features
and AI ● AnswerBot
advice to clients over time
● Sunshine
● Guide
● Connect
● Contextual workspaces and
macros
● Skills-based routing

Confidential - for partner use

only
 Benefits Statement
Build client trust and ensure growing amounts of data are secure and
compliant.
Core Messages
● Build trust with your clients by delivering the highest levels of data security
● Demonstrate compliance for global regulations
● Display relevant and role-based data to associates with secure permissioning
● Communicate securely with encrypted channels
● Maintain complete audit trails for data ingestion, transfer and processing
● Enterprise-class security features with comprehensive audits of our
Establish trust
applications, systems, and networks to ensure customer and business data is
for the most always protected
sensitive data Features
● Compliance with major regulations like Soc2, ISO 27001, ISO 20018, TRUSTe,
and
available PCI compliant fields
● Highest levels of data security with data stored at Tier IV or III+, SSAE-16, PCI
DSS, or ISO 27001 compliant facilities
● Role based permissioning

Confidential - for partner use

only
 1.The Financial Services
Environment
2. Buyer Profiles
3.FinServ Core Messaging
Pillars
4.FinServ Use Cases
5. Competition
6. Security and Services
7.Customer Stories

Confidential - for partner use

only
Key Use Cases for Financial Services

Revenue Cost
Driving Saving

Navigate
Complete Seamless Manage
the
view of the client complex
regulator
client journey workforce
y
environme
nt

Personalizatio Optimize Maximize Unified

n at scale the agent knowledge
with AI busines productivit
Confidential - for partner use
managemen
only
 Use case 1 - Complete view of the
client
1
Definition
Build a complete view of clients by bringing together data from across your
2
business. Build a profile with product usage, behaviour data, user preferences,
and demographic data.
3

Capabiliti Use case

4 es examples
• Platform (APIs and • Aggregate data from multiple
integrations) touchpoints including support,
5 • Mobile SDK product, and integrations
• Events API • Enterprise firms looking to integrate
6 legacy systems to create a seamless
• Apps Marketplace
profile
Customer
• Emerging tech companies want to
7 Stories
• iCard build profiles with a few clicks
• Lending • Tracking behaviour data and
8
Club looking
Confidential - for partner use for client trends
only
 Use case 2 - Seamless client journey

1
Definition
Clients want a simple way to understand and navigate their financial life. Clients
2
expect firms to provide a seamless journey and personalized advice. Clients can
get help on multiple channels including email, chat, phone, in-app and more.
3

Capabilities Use case examples

4
• Omnichannel Suite • Deliver personalization by
• Web Widget for instant, contextual identifying client trends and life
5 changes proactively
help • Easy access to help whether for
• Mobile SDK to embed help in mobile technical support or financial advice,
6 apps it’s easy for clients to get the
information they need
• Connect to provide proactive support
Customer • Global businesses providing
7 Stories complex support around the
• Singapore clock
• Starling
8
Life
Bank Confidential - for partner use
only
 Use case 3 - Manage a complex workforce

1
Definition
Clients have a wide variety of needs, and agent specialization and data
2
access is paramount. Zendesk interfaces and workflows can be customized
and collaboration tools keeps teams working together, both in and out of
3 Zendesk.

4 Capabilities Use case examples

• Skill-based routing • Firms with multiple types of agents
• Contextual Workspaces and advisors who need varying
5 levels of access to client data
• Unified knowledge base
• Businesses with sophisticated
• Side Conversations and
6 product which requires complex
Slack for collaboration product knowledge to be
Customer mastered by agents
7 Stories
• Homebridge
• Singapore
8
Life Confidential - for partner use
only
 Use case 4 - Personalization at Scale with AI

1
Definition
Agents can use macros and AI to automate quick answers and common tasks
2
like getting more information from clients. Clients can interact with AI to get the
best answers even more quickly or proactively reach out to clients before
3 issues arise.

4 Capabilities Use case examples

• Answer • Clients who ask common questions
Bot can get faster answers with AI
5 • Macros • Regular tasks can be automated
• Connect using macros to follow-up with
6 clients for more details about their
• Chatbots
ticket, or send reminders.
Customer • Connect can anticipate customer
7 Stories
• Cleverbrid needs and resolve questions
ge before they arise.
8
• SlicePay Confidential - for partner use
only
 Use case 5 - Navigate the regulatory environment

1
Definition
Financial firms need to establish trust with their clients’ most sensitive data,
2
and maintain compliance with regional and global regulations. Zendesk
maintains the highest security standards, and makes it simple to demonstrate
3 compliance with many major regulations.

4 Capabilities Use case examples

• Explore • Retailers can track shopper
• Omnichannel behavior and learn trends over time
5
Dashboard • Respond to seasonal and
• Zendesk Benchmark temporal changes in ticket and
6 shopping volume.
• Platform
• Retailers need to understand
Customer
the omnichannel shopper
7 Stories
• Lincoln journey
Investment
8
• Homebridge Confidential - for partner use
only
 1.The Financial Services
Environment
2. Buyer Profiles
3.FinServ Core Messaging
Pillars
4.FinServ Use Cases
5. Competition
6. Security and Services
7.Customer Stories

Confidential - for partner use

only
 Financial Services competition and tech landscape

1
● Easy to implement - Quick setup to meet clients where
SMB Retail they need help through engagement with multiple (not
2 necessarily integrated) communication channels.
Products ● CRM applications used for support - Some CRMs
(Point solutions for customer
service and CRM applications) that can collect data are moonlighting as support
3 applications.

4
● ‘Complete’ offering- These solutions include CRM,
Mid-Market marketing and other suites in a single product
● High customization- Users can customize their instance
Support to cater to complex agent environments and aggregate
5 ( SaaS solutions including support,
CRM, marketing and sales) data from multiple systems.

6
● Full-business solution for the enterprise - Manage all
client data, as well as substantial internal collaboration and
Enterprise Solution management tools for processes like quoting, etc. that are
7 (Complete solutions including
payment processing, quoting finserv specific.
tools, specialized wealth Ih-house,
On-
● Internal solutions rule - IT departments can be the biggest
management, etc. )
8
premise
solutions
challenge, as they prefer in-house, on-premise solutions that
integrate
Confidential with other
- for partner use major systems.
only
 1.The Retail Environment
2. Buyer Profiles
3.Retail Core Messaging
Pillars
4.Retail Use Cases
5. Competition
6. Security and Services
7.Customer Stories

Confidential - for partner use

only
 Data Security and Compliance

1
Data center and network Product security features
security
We ensure the confidentiality and integrity of your We make it seamless for customers to manage
2 data with industry best practices. Zendesk servers access and sharing policies with authentication and
are hosted at Tier IV or III+, SSAE-16, PCI DSS, or single-sign on (SSO) options. All communications
ISO 27001 compliant facilities. And just like our with Zendesk servers are encrypted using industry
customer support, our Security Team is on call 24/7 to standard HTTPS over public networks, meaning the
3 respond to security alerts and events. traffic between you and Zendesk is secure.

Application Best practices

4
security
We take steps to securely develop and test against Zendesk provides a range of security options to
security threats to ensure the safety of our customer ensure data is protected and secure. But an ounce of
5 data. In addition, Zendesk employs third-party prevention is worth a pound of cure. By following
security experts to perform detailed penetration tests these ten best practices, you can increase the
on different applications within our family of products. security of your Zendesk.

Compliance certifications and

memberships
7 We implement security best practices to meet
not just industry-based compliance, but the
most stringent requirements.

8
Confidential - for partner use
only
 Professional Services can help customers implement tailored
solutions
1
Financial Services customers use Professional
• Integrating
Services to: data across the business for a complete view of the client, such as
2
billing/payment operations
• Ensuring data security and compliance (for ex. Custom Chat widget with
real-time data redaction)
3
• Building a customer authentication process within Support

8
Confidential - for partner use
only
 1.The Financial Services
Environment
2. Buyer Profiles
3.FinServ Core Messaging
Pillars
4.FinServ Use Cases
5. Competition
6. Security and Services
7.Customer Stories

Confidential - for partner use

only
 “For everyone
using Zendesk,
there’s been only
positive feedback
in terms of the
capability,
functionality, and
the improvement
that Zendesk has
allowed for their

100 10 250 10 Ben Chapman

group.”
Director of Client-facing
Experience and Analytics

% 8 Chats/wk
Department
s using
CSAT Agents
Zendesk
Confidential - for partner use
only
 “Zendesk was the
obvious choice for
us because it
helps us do our
job far, far more
efficiently.”
James Shanahan
Chief Operating Officer at
Singapore Life

11 1 2.5K
secs 9 96%
Avg Call Wait Agent Tickets/mo
Confidential - for partner use CSAT
Time s only
 “Zendesk is great
because it’s
highly
configurable, and
the data reporting
is easy to build,
even if you’re not
an extremely
technical person.
And whenever I
had a request, I
always felt
60 25 50 11% Zendesk was
willing to help me
0 0 k
Answer Bot
Resolution Adam
get toJensena speedy
Director, Payment
Rate resolution.”
Services
Agents Light Tickets/
Confidential - for partner use
Agents Month
only
 “Zendesk has become a
one- stop shop for us, and
has allowed us to be
strategic in ways we
might not have been able
to be with other software
providers.”

Ashish Patel
Director of Customer

18 8 80% 95 Support

K %
Brands Adherence to
Supported SLAs

Tickets/ Confidential - for partner use Chat CSAT

only
 “If we’re not able to
effectively service the
advisor, we stand in
the way of business
entering our door.
Having a seamless
help desk solution that
works across the
enterprise, and can
quickly surface
roadblocks and allow
15 6,000 1.4h 1.2h us to remove them, is

0 + r r
a huge benefit.”
Guru Rao
Agent Tickets/Month First Reply- for partner use
Confidential FRT Vice President of
Count Time
only Applications Development
 “We are delighted
with our customer
satisfaction levels,
especially since
Starling Bank is in its
infancy. The features
of Zendesk’s solution
can help us improve
further— the sky is
3 365/24/ 1 320 the limit.”
Patrick Vardhan
7 8 0
Zendesk
Head of Customer Service
Products Used

Support hours Agent- for partner useAverage

Confidential
only s Weekly
 “Agents began to see
the ways in which
Zendesk is better
suited for us and a
stronger solution than
anything we’ve used
before. The Talk
product made the
biggest difference for
our agents, right away.
It was much better,
25,500 59 10% straight from the box.”

%
Increase in Lauri Haav
CSAT

31,600 Decrease
Confidential in
- for partner use
Head of Customer Loyalty

FRT
only
 “The thought
leadership and
partnership we’ve
received from our
relationship with
Zendesk has helped
us take our service
delivery to the next
level.”
10,00 84% 6 hrs 24% Joe Schnaufer
0 First Touch
Resolution
Avg. Full
Resolution
Ticket Deflection
Rate w/ Guide
Global Director of Customer
Support
time
Tickets Per
Week Confidential - for partner use
only
 “Zendesk products
have allowed us to
deliver better support
to all our clients. The
agility with which we
can implement new
features and
workflows is a key
element to our
93 1,00 16 4 success”

% 0 7 Languages
Supported
Dan Ross
Support Operations Manager

Avg. Tickets per Trigger

CSAT Day s
Confidential - for partner use
only
 “Zendesk is our
long-term
solution to help
facilitate
knowledge
internally and
provide the best
support
Marlene
externally,”
Summers
Multichann 45 60 Head of GLobal
Support
el
Use case
95%
Days to Agents
Confidential - for partner use
only
 The FinServ Environment

1
The FinServ market is big but Traditional banking is still
changing king

11T
2
11
%
3
Global financial of consumers left

90
services their bank in the
market revenue past year— and
4 consumer switching
to virtual banks is at
double-digit levels

Our customers need to complete client

%
5
profiles
6
72 40
% % Of consumers age 18-35 still
7 of shoppers expect Of consumers would be have a relationship with a
agents to know who more loyal to their bank traditional financial institution
they are and have if it provided more
8 insights into their personalized service
shopping history Confidential - for partner use
only