Zendesk Relate enhances conversational CRM

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Communication as the core of the customer-business relationship – it seems like a no-brainer.

But over time, many businesses have gotten off-track with this concept, especially as they have embraced the implementation of emerging technologies.

In the covid-affected world, however, businesses should return to the basics of communication – consumers expect to be engaged quickly, easily and on a 24-7 basis on their terms and channels of choice.

This has led to an increase in customer experience (CX) management and customer relationship management (CRM). Grand View Research, Inc. Accordingly, the global CRM market was valued at $ 52.4 billion in 2021 and is expected to expand at a compound annual growth rate (CAGR) of about 13% between 2022 and 2030.

“The last few years have made it clear that digital is the front door, convenience is paramount and relationships are woven into communication,” said Mikel Swain, CEO and founder of Zendesk.

Zendesk, a 15-year-old San Francisco-headquartered public company, is one of a growing number offering software-a-service (SaaS) products around CRM and communications CRM. The company held its annual Zendesk Relate event this week to announce its new products and discuss the CRM new generic.

“Customer service has become integral to customer relationships beyond just traditional support,” Swann said at Zendesk Relate. “Human behavior and patterns have changed forever since the world closed.”

Relating to customers

Zendesk Integration CRM platform integrates front and back office functions. This allows the front office to provide support for a range of intelligent real-time data services around customer engagement, Swain explained.

On Zendesk Relate, the company released several new tools distributed through its Sunshine platform.

These new capabilities include communication automation through bot technology, which allows businesses to expand automation into messaging apps, including Facebook Messenger and WhatsApp. It also enables organizations to create and train custom bots to solve common problems and use third-party data to match the most relevant answers to incoming customer questions.

Likewise, the new advanced omnichannel routing capabilities automatically direct the conversation to the appropriate agent and closely monitor performance, while integrating conversation data orchestration processes with event data and custom logic tools. New analytics and custom reporting functions allow businesses to manage high volume and analyze historical trends to improve staffing on channels of choice for customers and potential customers.

Zendesk has also added communication channels to its Zendesk cell platform, enabling sales teams to message customers and automatically capture every interaction so that it can be managed, tracked and reported. This will start with the integration of WhatsApp, which is expected to have bots for sale in the winter of 2022.

Another feature introduced on Zendesk Relate is the Agent Home Platform that allows agents to manage their caseloads, manage their days and set their status.

Digital front door

According to an annual CX survey conducted by Zendesk, 90% of customer relationships are now online, Sven said. With digital, “digital became the DNA of our society,” he said. The online world has measured our lives with “new conversation patterns”. Things will never be the same again. “

Describing digital as a new, ubiquitous front door, Sweeney added that people have “zero patience and zero loyalty” and no “hate” about moving forward if a company does not interact with them the way they want. “The way consumers expect to do business has changed forever,” he said.

Mike Gozo, senior vice president of Zendesk Products, agrees that customers “want you to know who they are, where they were and why they came to you.”

This means that businesses should have the ability to start from where they last left off while also resolving any new issues or questions and also have the facility to purchase or reserve. “You need to be able to solve that problem, serve that need, however, whenever it arises,” Gozo said.

According to Orlando Gadia, global vice president of consumer experience transformation, Stanley Black & Decker, maker of industrial equipment and household goods, aims to replace this “fragmented network of support systems worldwide” with the Zendesk platform. .

Speaking on Zendesk Relate, he said: “It’s a very dynamic thing to be present when the customer needs you and where they need you. These problems are extremely complex. The magic here is that they need to be very complex for you as an organization. You need to absorb all the complexity. For the customer, it needs to be seamless. “

Individual experiences in hybrid work

But, Sven-centric, personalized, timely service driven by data and automation is not just in the customer domain – in today’s new standard of work environment, employees have new and different needs and expectations.

To address this, Zendesk has announced new capabilities in its Zendesk Suite. The platform now includes integrated self-service and case management tools. Simple workflow and automation provide an integrated system for HR, finance, operations, IT and other internal support teams. This also helps eliminate employee repetition, friction and unnecessary administrative processes, while simplifying and improving employee access to information, resources and services, Gozo explained. The platform includes new tools to enable insights into trends and emerging issues.

Zendesk has partnered with Myndbend, SweetHawk and EZOfficeInventory on this employee experience package.

Zendesc customer Virgin Pulse uses the platform to ensure that members and employees receive accurate, timely responses across numerous channels, said Michael Pace, vice president of global member services.
The software company serves 14 million members in 190 countries. “But we believe that our employees are the number one driver of members in making their journey successful and in delivering our business goals,” Pace said.

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