CASE STUDY
Zendesk Customer Stories
Zendesk Customer Stories is an ongoing video series that highlights current Zendesk customers, their CX journey, and their success with the Zendesk product. These videos are utilized by the Marketing org and published across the company’s social media channels, blogs, email newsletters, and events.
In 2023, I became the Zendesk Customer Stories’ Creative Lead which included directorial and editorial duties. This case study follows the Customer Stories produced at Relate (Zendesk’s annual flagship conference) in 2023 and 2024.
Project Goal
To create 1-2min videos that featured Zendesk customers discussing the future of CX, their journey with Zendesk, and how Zendesk has impacted their everyday work.
Pre-Production
In partnership with Customer Marketing stakeholders, we crafted interview questions that aligned with their messaging goals. We prioritized themes, talking points, and discussed follow up questions.
The Video Producer and I created a production and post-production schedule that hit Customer Marketing’s deadlines and introduced a streamlined feedback process.
Because these interviews were to be conducted on-site at Relate, the Creative Director, Art Director, Video Producer, Sound Designer, and I collaborated on a dedicated interview space that met our technical needs and followed brand guidelines.
Production
At Relate 2023, we interviewed 15 customers in back-to-back sessions over two days. As Director, I kept eyes on the frame making sure the customer looked good and felt their best. I also kept an ear out for any unclear answers, long-winded replies, or instances where the customer tripped over their words.
Because these interviews would be edited down into 1-2min videos, I knew clear soundbites would be key.
Post-Production
As Video Editor, I worked closely with Customer Marketing stakeholders to identify strong answers, relevant themes, and the best storyline for each customer. They were appreciative of my choice of soundbites, attention to storytelling, and timely deliveries. Over three months, I edited, revised, and delivered all 15 videos.
These videos were published across all digital platforms and even re-used for future event promos.
Relate 2024
With the success of the Customer Stories from Relate 2023, I was asked to do it again for Relate 2024. This time, we interviewed 25 customers in back-to-back sessions over three days.
Instead of me editing all these videos like before, we hired and external editor so I could focus on other projects. As the Creative Lead, I regularly provided the external editor with story feedback, clarified any confusing stakeholder comments, and made sure their edits followed brand guidelines.
These videos were a success and published across all digital platforms.
The Zendesk Customer Stories continues to be a valuable asset for everyone in the Marketing org.