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What a Platform Engineering team can contribute to the end‐to‐end customer journey ‐ Jeanie Zheng
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About speaker

Jeanie Zheng
VP of Engineering at GoDaddy

Accomplished technology executive with a focus on developing successful products and services, growing top-notch engineering teams, engaging with customers, and running large enterprise programs. Track record of building successful internet and enterprise software products & services with over 18 years experience in several companies including GoDaddy, Expedia, Microsoft, Yahoo!, Motorola, IBM, and EMC. Extensive experience in Cloud Services, eCommerce, Big Data Platform and Analytics, Distributed Systems, and Network.

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About the talk

Jeanie Zheng leads the platform engineering team at GoDaddy. GoDaddy has always had a strong focus on the customer experience and not just from a marketing POV. In her talk, Jeanie spoke about her personal experience with how her team contributes to the customer journey.

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I'm Jeannie. I'm the VP of engineering at GoDaddy and SMN Dimensions. I want platforms at GoDaddy. So there are two Platforms in my organization. I want is the content search and Merchandising which Powers the GoDaddy offenders died from all the way from home page the merchandising class and all the way to shopping cart. And I also have this a white label reseller panel platform at which allows which connects the external partners with GoDaddy. And so that they can

integrate with us and sell gold at is product products in awhile able manner under their own branding. And before GoDaddy in my previous lives when I was at Expedia Iran e-commerce platform there and then even before that I ran a big data platform for a Microsoft Exchange online. The puta madre throughout my entire crew life. I've been working on platform and Ingle today's world. They're having a Focus Shift to customer experience. For a customer experience people might think then how can platform engineering be part of it with this industry

shift? So really, you know, it's becoming clearer that platform engineering it's not only enabling the business but also has a direct impact to customize Bears sofa today's topic what I want to talk about. It is a platform engineering for end-to-end customer journey, and then I like to share with you for my own experience at a GoDaddy how we do this ship all right, so there are three areas so that I like to cover one is what is today's customer experience like

and another is what has changed and what is changing in the today's world? And then we'll talk about platforms Mission as a platform company. What do we do? How can we embrace the changes and move forward? Alright, so first let's talk about essay today's customer experience. The companies they thrive on the success of their customers. So for those companies that are who are able to provide an excellent customer experience, they succeed because they will be able to retain customers and they were able to acquire attract and acquire new customers.

So and then with the customers coming to them they grow their business. So now the question becomes what exactly is the customer experience really is the interaction between to an individual worth and organization. Starting from the beginning very beginning of a customer's becomes aware of the company's brand all the way to complete the interaction with the bread with the organization. So it's really is the end when Johnny it's a relationship but between an individual and an organization Death then what

defines a good customer experience a good customer experience means this individual's interaction with the sprayer and doing all points of a contact through all the journey that experience meets his or her expectations, including those environmental supposedly sink. That is good customer experience. The in today's industry. There are many companies who are focusing on customer experience. And those are just a few of those. Suffering says we all know Disney is known for a consistent customer experience. And so knows they are known

for Simplicity. An adobe Adobe is good at providing food solutions to their customers. Anna for Amazon, we all know Amazon from buying a book on amazon.com to I'm boarding AWS Amazon session is on pillow. So if we look at look at those companies and look at that industry Tran, the customer experience has evolved. it has gone from Just providing fighting useful utilities to a full customer engagement. We don't get to sell products to customers and be done with it. But instead in today's industry. We are with customers

throughout their Journey. That is a big change big shift in Industry Direction. Then when it comes to customer experience GoDaddy is no different. Set at the largest cloud platform accompanying the dedicated tattoos small independent Ventures. GoDaddy was known as a domain and web hosting company, but now we are transforming to a customer experience company. Cuz our mission here is that we give customers the tools the inside and then the people to transform their ideas and personal

initiatives into success. So as a company. We provide all the help that we can to help our customers ideas. Stop grow and Thrive online. So that is what we do. I'm next I'm going to show a short video which just came out 2 weeks ago about what we want our customers to do and what we want how we want to help them. This is a short video about make the world you want and that is what go daddy wants to do. We want to help our customers make the world. They

want by providing all the help and tools that we have. The World Isn't black and white No way you have to be. On your stuff in someone else's story write your own. When they want you to be quiet say it louder. When you crave change in society make it happen. Don't listen to Self Doubt. Don't stop for people who don't understand your vision. Whether it's big or small. Just go full-steam ahead. You got power makeup to make the world you want to share with everyone.

So that is experienced Let It Go Daddy want our customers to have cuz if we want to use our tools and all the services to enable our customers to make the world they want. So we know that we want to focus on the customer experience but a changing world and customers experience changes and customers behaviors keep changing and their knees keep evolving to in order for us to provide the right services to give customers a good experience. We need to know what has changed and what is changing and what the new world looks like. So let's

look at what has changed. When it comes to online, we all know that more and more people are moving online including you and me and our customers. So the definition of r i want presents the definition of the purpose of online presence has shifted has shifted from static and chattering to Dynamic and Interactive. The communication has moved from a one-way communication to bi-directional. Specifically just look at a few things here. All the digital platform and tools have been used more broccoli. The continents that

are people see and read everyday get updated more frequently. Communication is becoming deeper more engaged and more Interactive. I'm more more people are doing transactions online. selling and buying online So that is the today's world that has already changed. But if we look at the market, what else is a changing in the market what what else it's moving fast. So look at this from experience and from technology a lot have been changing a lot are changing everyday.

So when it comes to online, we cannot avoid not talking about mobile and social okay for rain sounds on the mobile front mobile usage continues to grow especially in the emerging market today 52% of a search is happening on mobile. And that continues to grow. And the social people are spending more and more time on online social. Facebook Instagram Twitter WhatsApp WeChat you name it? So we are surrounded by all of those. And then he look at a communication communication is becoming. You are pretty much all over the place. Right and there are so many different ways

to do communication this day's so messaging SMS email social channels is becoming a brother and anytime and anywhere around the world. And voice voice is also moving fast Alexa Siri and voice search and guess what voice search? It's very different than typing in the search box online. So and then if we look at the technology front the new technologies and you keep abilities like Machine learning like an AI. Those are also booming and people are embracing those new technologies in their day-to-day work. And there is another ryse

on the new infrastructure system. 4 reasons Public Law 10 years ago people were still debating. How real poppy Cloud might be. But you can look at today probably Clow is widely adopted and it's still growing. Someday, you might even become and utility just like a water or electricity that is accessible to everybody. Wright and Brock in who knows? I might even just be another new infrastructure that might just drop the world and this is the world that we eat today. So the world is changing. Our

customers are evolving and as platform providers. We also need to keep up with those changes and make adjustment outside to embrace those changes so that we don't fall behind and we don't fall behind other customers. All right. So knowing that we want to focus on our customer experience and also knowing that the world is changing rapidly then what should we do as a platform company? What's our mission? What can platform in Juneteenth do? To embrace the all those changes and the continue to serve our customers. Well before we dive deep into it, let's

take us them back to look at what does a platform company do a phone company creates value for customers by providing platform services. There are many platform companies out there. Amazon Google Facebook Alibaba Microsoft is transforming from an Enterprise company to be more I platform cuz they still shipped products, but they are providing one more platform services. And GoDaddy obviously is a platform company because if we provide cloud-based services to

entrepreneurs. So then you may ask them what kind of services do Platform companies provide in general? So at a very high level really there are three things the first black-owned companies provide a platform that facilitates the connections between participants. For instance Amazon Polizzi Marketplace platform to allow buyers and sellers to connect to make transactions. But the seller it doesn't have to be a solar party. It could be the platform himself like AWS like GoDaddy web hosting some of it and then with the participants

interacting with each other then the platform also needs to provide services infrastructure like services to enable to support those interactions. And those Services could be data storage, compute power or the apis. Brain science apple offers with API to allow developers to come to their platform to build mobile apps. And my reseller platform, we also provide the tools and apis to allow 3rd parties to integrate with us so that they can sell GoDaddy products with their own

branded. Shut up, then on top of all this the facilitating connections providing services to support those interactions a platform also needs to create an environment to attract participants to attract people to come to your platform and to use your platform. To do transactions to make interactions with others. So that means your platform needs to be easy to use. efficient reliable and a fairly priced and that it's all about engineering platform Engineers work to really make your platform at

that level of equality. So we know that we want to provide a platform services, but how do we know exactly what kind of services we want to provide to our customers? In order to provide to the targeted services to give a proper experience for your customers. The first thing you need to do is to know your customers. the simply put who are we serving? So for reasons at GoDaddy, we know that we have more than 18 million entrepreneurs or around the world. We also know that

more than 50% of our net new customers are coming from outside of us. That means I will platform mr. Be globalized. And we know that we have more than 1 million customers who spend more than $500 annually with us and we consider them as high-value customers and for them. We need to provide more customized and personalized experience to them. Knowing your customer segments will help you determine how you want to serve them? And then knowing your customer segments you can tailor the way

that you engage with them. So I told Daddy the way that we engage with customers there are many ways to do that through many different channels. The first obviously is bran. Anoush, mentioned that she knew that go daddy used to do the Super Bowl commercials. Yeah, that was a year ago. But we we have transformed and we are Transforming Our bread and the video that I just show up earlier that it's a new way of telling our customers and telling the prospect customers. That is a new GoDaddy. We also have a lot of

England channels that we use to engage customers from search like a Google Search and I will website. We also use outbound channels to engage with customers to reach out to them through emails and social channels. Obviously, I will products out there we want to customers or prospects to come to use our customers use our products using for instance free trial for website builder just to give it a try to see if you like it or not. You feel like a great if you don't like let us know how we can improve. And we have fantastic customer care agents

who will provide support and guidance to our customers. And there are many more ways. But those are how we engage of customers. So now we know our customers and we know how we want to engage them then how do platforms support support our customers and support the way we engage. There are many things that platform engineering can do via album Platinum Services. and briefly I will cover three areas one is delivering of a brand promise and the next is a connecting Apple products. And then the third is to provide empathetic and

knowledgeable care. When it comes to deliver a brand promise 1st is what brand promise. A company's brand promise defines what the company stands for? It's it's a way that a customers can expect. from engaging with the brand they're just one simple example will probably all know Geico Geico has the famous commercial 15 minutes or less can save you 15 minutes or more on car insurance, right? That is their brand promise. And for Apple think different that is what iPhone stand for.

But then for GoDaddy, I will prompt brand promise is we give our customers all the help and tools to grow their business online. At that is gold. That is brand promise. So to deliver the brand promise, we need all platforms. I mean, it's all crap platform throughout to all work together to give customers a good and consistent experience. across all points of a touch and all channels starting from the very beginning. In order for customers to know I will bread

through search. through websites through mobile apps all those interactions and connections. Those are all powered by for me as the conscience so I can budget. Impossible. And when customers go through the purchase path view Marketplace. That is powered by motion dicing an e-commerce platform. An app to customers complete the purchase they may continue to interact with with a brand with a with a complaint through customer care or through email subscription. And those are powered bike form and

services. And a lonely Journey chances are the customers may also interact with you through your social and marketing platform. And the last but not least. think about data platform We need the Data Insights provided by date of form. To provide a targeted and personalized experience for our customers. We also need a data in size to measure how effective our platforms are whether or not one meeting of a customer's expectations. So as you can see that all those platforms were really need to come

together to provide a good and consistent experience throughout. And then on top of those platforms. We may also want to offer various products to our customers. And then we need to leverage our platform to connect the product together. Do to form a package a tool kit. It's a complete product offering as a one-stop-shop so that are you customers don't have to look elsewhere for to shop around? And there are many things the platform can do to connect the products. First of all, we need those platforms to

allow those products. To be offered consistently across all channels and all my kids. People don't like unpleasant surprises. Neither do our customers. At a consistent experience is key. And with the cuz every company 10 to say provide multiple products. And what do we want to use? All the platform to do is to help connect those products together to form a rich said if a product as opposed to offer ice as opposed to offering those isolated and Silo the product.

And better yet, if we can connect our products with the social economic with the social ecosystems for our for our partners for our customers. It will make survive their life easier. And then there's another thing that I will platform services and tools can do is that we can open our platform in tools to integrate leading product providers like a third-party product providers and then we can add their products to our captor. I'll look Havelock to augment our product offering.

Cuz the chances are the products that we offer are limited, but our customers needs can grow and flamingos kind of a third-party partnership will really help increase the customer stickiness because they don't have to show they know that when they come to one place on GoDaddy. They have everything they needed to go online. And that is what platform can really do to enable. And as you can see that all of this we are using platform as the foundation for product. Nana next after a customer purchase something

pushes a product from you or use your service. What if they have questions and Annie support? That's when does empathetic and knowledgeable care comes to play. Customer care really is is to wrap that experience was consultative support and guidance. In order for us to provide good customer care experience. We need our platform to First provide customer data in size to the care agents at their fingertips so that they can provide effective support and guidance to the customers for

raisins. Making the best recommendations or resolving customer issues quickly. We also needs a platform to enabled self-help experience like using chatbot. So that we can reduce the customer support load and allow the ATR agents to focus on providing more talkative services to customers and resolving more complex customer issues. And obviously we want a platform to be open to continue to learn to evolve to apply new technologies to provide more advanced the support like using machine learning natural language processing voice

and AI. And then think about this platform. Support brand product and care, but that is not all. Platform really cool iPhone 6s. It will manifest in many more ways. on the customer side platform can really enable an overall experience that is personalized and customized for them. I'm platform can also help external Partners to come to us to form a partnership. And platform can also provide the data inside to help internal product team to build and test

and experiment their products. And also marketing team could rely on platform to shorten the time to Market. And don't forget a don't forget about our internal and Developers. the developers by using command platform They can focus on Innovation and more customer-oriented work without worrying about the the platform they have to build. So you can see that platform. It's a really the foundation of our success and then a good platform will Propel us forward.

What's all of those? We know that platform is cortical is crucial to Our Success. But a good platform is not easy to achieve. It takes tremendous amount of working from a platform engineering team to build to develop. And it also requires a continued work what platform accident? So a good platform. Needs to be powerful yet flexible with velocity simplicity. quality consistency and customizability and a platform needs to be highly available performance and secure that it's really a given. It's an unspoken expectation.

If you are going global, you need to your platform. To be internationalized and localized so that your platform can serve your customers all around the world. And also the open the platform ideally you want your platform to be open and accessible. Being part of the open ecosystem so that you can integrate with an auto services and be compatible. And neither the new list to say that we need a platform. To continue to grow to evolve with the emerging Technologies. Like Likes to Rock It Like A. I like anything. Who knows what's going to come come up

and we need our platform to continue to grow to continue to evolve a really it's all the platform engineering team to really builds what class platform to enable a good costume to enable Apple 6s. stop That's all.

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