Home >Brand Stories >CX trends are changing rapidly: Here’s how enterprises can adapt themselves

As companies sail through a ‘Customer Experience Revolution’, there is a need to quickly adapt to changing customer needs and preferences. Companies all over the world felt overwhelmed with a sudden change in the way customers interacted with their platforms.

Companies are forced to redefine what ‘customer support’ means to them and where they stand when it comes to going the extra mile for customer care. Whether your customers will become your loyalists or not will depend, to a large extent, on their interactions with you during times of crisis. Knowing the real-time pulse of the customers and designing their journeys accordingly will set the frontrunners apart from the rest of the competition. Zendesk is a key player when it comes to delivering the best Customer Experience and serves more than 160,000 customers across a multitude of industries in over 30 languages.

Featured below are some of the trends in this dynamic segment.

Self-Service: An integral part of customer support strategy

Businesses are trying to mitigate the spike in customer service requests clubbed with long, annoying wait times. Making self-service options available in the form of chatbots or FAQs could immediately lead to improved customer experience and quick resolution of simple queries. Self-service has been a powerful tool for e-commerce platforms, which experienced a surge in customer requests in the past few months. A robust help center enables customers to find information that they are looking for on their own, as and when they need it, making the experience quicker and seamless for both the customers as well as the company.

Self-service options have seen a resurgence in several sectors in the recent past. For fintech and banking, self-service is no less than a boon. Fintech firm Azimo integrated Zendesk’s customer service and engagement platform around two years ago. The team of 45 agents earned a net promoter score of 21 while solving over 20,000 tickets a month. Zendesk’s platform was customized to support eight different languages and integrated across chat, mail and phone calls to ensure that customers could get in touch with the Azimo team quickly and easily.

Mobile-First Approach: Meet the Customers Where They Are

In times of uncertainty, people often seek urgent resolutions. People as well as businesses are flocking toward real-time conversation channels for more human interactions. WhatsApp, chat and native messaging have emerged as preferred channels for contacting customer service. Resolutions are sought urgently and immediately.

Since a significant number of netizens are now ‘mobile-only’ internet users, Google declared in 2018, that while ranking websites, it will prioritize mobile experience as a key factor. Since then, a number of businesses have moved to a mobile-first approach, ensuring that their websites are responsive and well-designed for everyone who accesses them on smartphones. But, having a responsive website is not enough. With a mobile-first approach, businesses need to align every strategic goal around user centricity- including marketing, service provision, outreach and support.

Transforming Physical Presence to Digital Presence

There is a need to re-imagine customer experience during and post-COVID-19 world. With lockdown measures in place, businesses that offered services requiring physical presence such as dance, fitness, Mixed Martial Arts classes, etc., have had to pivot toward digital-only models. According to a report by McKinsey, app downloads and new sign-ups for major players in the fitness industry across the world have grown between 80 percent and more than 250 percent in recent months. Many customers who have converted to digital services will stick to them even after the immediate health crisis is over, according to this report.

Empowering brands with Zendesk Solutions

Building strong relationships requires long-term commitment and constant support. And any kind of change is the real test of a bond. For businesses, customer relationships are no different. As the customers mature and business environments change dynamically, enterprises have to be on their toes to be able to support and cater to novel needs and demands. Zendesk aims to make life easier for businesses as well as customers.

Even during a global pandemic leading to anxious customers and mounting ticket volumes, some companies have been quick to adapt and scale. Having boosted their customer support with Zendesk solutions, they have been able to deliver smoother, hassle-free customer experiences. Here’s a quick look at some of Zendesk’s happy customers:


An Apple “App of the Year" with 80 million downloads called ‘Calm’ met COVID-19’s impact on mental health by playing to its strengths: it quickly assembled and promptly shared a collection of free wellness resources, including mindfulness classes, meditations, and visualizations. With rising stress levels amongst the general populace, Calm witnessed a rise in the number of app users, directly impacting the number of customer inquiries as well. The Calm support team used Zendesk Support and Guide to manage a 33% increase in inquiries and a 50% increase in help-center views.


Another company that saw a significant increase in its customer base during the pandemic is Discord. As more people chat and collaborate online, they have begun using chat and collaboration tools like Discord. This includes virtual classes, book clubs, study groups, restaurateurs, and digital conventions. The number of unique visitors to its customer service site doubled, and page views increased by 70 percent as a flood of new users began using the service. Thanks to an early decision to make investments in automation, deflection, and Artificial Intelligence, Discord was able to help customers get their answers quickly and conveniently.


Supporting 18 million students during Covid19, Teachable came forward to support learning by providing free access to its platform for health, government and education agencies. Businesses using its tools have generated over $300M in revenue catering to students from around the world. Anticipating the rise in customer queries, the Teachable support team quickly added Zendesk’s chat seats and Answer Bot to help answer easy questions, rising to the challenge of handling an almost 80% increase in support volume.

How you handle customer interactions today will define how fast your business grows tomorrow. How do you support your customers during a crisis? How quickly can you resolve their issues? And how seamless is the experience for your customers at every touch point? Every business leader should try to answer these questions. The end-goal is to create memorable experiences and strong relationships that last far beyond the crisis.

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