Zendesk Platform Enhancements: Unified Customer Data Workspace

Zendesk platform introduces no-code tools, empowering businesses to integrate custom data seamlessly into its platform for creating unique customer experiences (CX). With the introduction of custom objects in integrated triggers, admins can effortlessly design personalized and efficient workflows. Furthermore, agents can utilize end-to-end context, enhancing their ability to deliver highly personalized conversations.

Anticipated to surpass 180 trillion gigabytes by 2025, the data landscape is vast. Yet, Zendesk's 2023 CX Trends Report highlights a concerning trend: 67% of business leaders observe disorganized, reactive approaches to utilizing customer data. Leadership must prioritize not only the unification of data across operations but also its strategic utilization to enhance Customer Experience (CX).

“There is a clear path for CX teams to create personalized interactions that build stronger customer relationships, but to get there, data from all parts of a company’s business needs to be readily available to them,” said Paxton Cooper, Senior Vice President, Product Management, Zendesk. “Our customers have long benefited from Zendesk’s open, flexible platform, and our new offerings will allow service teams to act quickly and unlock more of their data’s potential.”

Provide complete customer context for more intelligent CX

Tailored interactions have become the norm, with 70% of customers anticipating comprehensive context from every interaction. Despite this, 69% of agents express a lack of confidence in possessing the necessary data to enhance or personalize customer experiences.

Expanding on Zendesk's robust agent workspace, businesses can now effortlessly personalize their workspaces without code and integrate custom objects seamlessly into their workflows. This enables agents to access crucial details effortlessly for their tasks. For instance, rather than investing in or developing an asset management app for tracking IT equipment, a company can utilize custom objects to record specifics about each item. Consequently, when assistance is required for a particular piece of equipment, all pertinent information will automatically populate on the corresponding ticket.

Zendesk is introducing a versatile layout builder that enables teams to craft customized interfaces tailored to specific agent roles and workflows. This ensures that agents are presented only with information relevant to a particular type of request, enhancing focus and expediting issue resolution. For instance, an IT team can design distinct layouts for software approvals, hardware requests, and general IT inquiries, streamlining their workflow and improving efficiency.

Stay agile with custom workflows

Among service leaders surveyed by Gartner, 63% emphasize the significance of enhancing service operations and fostering business growth as their top priorities. Service teams employ diverse workflows that mirror their team structure, internal processes, and business model. In response to escalating customer expectations across channels, businesses necessitate the agility to promptly adapt and modify their operations.

Zendesk platform empowers businesses to promptly leverage their data for the creation of streamlined, personalized workflows. The latest updates introduce object triggers, accessible through an early access program. Distinguishing themselves from traditional ticket triggers, object triggers do not necessitate an association with a ticket. This flexibility enables service teams to construct robust workflows, capitalizing on the data they integrate through custom objects.

Consider a scenario where a SaaS company, utilizing custom objects for contract data, employs object triggers to automatically adjust a customer's support tier when specific criteria in the contract are met. The enhanced capabilities of triggers provide businesses with the functionality and flexibility necessary to adjust workflows seamlessly as they expand. Consequently, agents can allocate less time to administrative tasks and more time to personalizing customer interactions.

“Zendesk’s custom objects give us the confidence in knowing that everything is being updated uniformly, everything is displayed uniformly, and people are working the same across the board, making it an efficient use of everybody’s time,” said Andrew Schreiner, Director of Customer Success Operations, Optimise.

Connect data across the business to put service at the center

As per Deloitte, brands excelling in personalization foster customer loyalty 1.5 times more effectively than those with inadequate personalization. Achieving seamless service throughout the entire Customer Experience (CX) requires the integration of service and business data. Recent platform enhancements, including the new no-code custom objects interface, empower businesses to enhance and accelerate personalization. For instance, the administrator of a retail brand can model order data using custom objects and promptly establish triggers without relying on dedicated developer resources. These developments build upon previous releases like custom ticket statuses and Zendesk Integration Services, equipping businesses to personalize their CX effectively.

Business success in the future hinges not merely on possessing data but on adeptly leveraging it to provide outstanding customer experiences. Through the Zendesk platform, businesses can consistently unleash the complete potential of their customer data, streamline operations, and enhance the overall Customer Experience (CX).