We often hear about the importance of customer service and all the factors that contribute to a good customer experience, like speed of resolution or a pleasant support agent. From efficient workflows to tone of voice, you can adopt many strategies to speed up resolution time and ensure agent “nice-ness”.
No matter what strategy you take to improve the customer experience, there’s one common denominator across any tactic: know your customers . Today, Zendesk is releasing a new feature that allows you to capture all the information you want to know about your customer, so you can build better customer relationships. Knowing who your customers are means you can eliminate redundant information gathering and showcase the level of customer care you aim to provide.
The feature is quite simple. You can now add custom fields on user and organization profiles. From there, you can create workflows, using triggers and automations, based on custom fields. The power of this feature is in how you set it up and apply these custom fields to your support workflows.
Here are a few tips on some ways to think about your custom fields:
Step 1: Create fields with information that’s important to you about your customers
Whether it’s on the user level, organization level, or both, you can add custom fields to capture data about a specific customer or a group of customers. For example, if you’re a B2C retailer with a huge, diverse customer base, capturing user data like their average annual spend and details about their last purchase, or social influence can potentially influence the support treatment they receive.
Step 2: Build logic around these important fields
What makes custom fields extremely powerful are the workflows you can apply to them. Here’s a familiar scenario for many B2B companies. You work with many different types of accounts—prospective customers, active customers, partners to name a few. In Zendesk Support, you can create a custom field on the organization level to capture account type data and create a trigger dedicated to a specific account type, like prospective customer. For prospects, you may want to escalate their tickets to a higher service level and inform relevant sales teams.
Step 3: Think proactively
Beyond knowing your customers and creating workflows, you can use user and organization data to get ahead of customer issues and be more productive. For example, if you’re an IT team, you’re troubleshooting an issue for a customer. With a record of all their assets and software applications, you may notice a few other updates the customer could benefit from.
Step 4: Keep it simple
Creating custom fields on your user and organization profiles can quickly grow in complexity. As our parting advice, narrow in on the most important data points, streamline, and keep it simple.
Custom user and organization fields are available to all Zendesk Support customers. Take a look at our guide on setting up
custom user fields
custom organization fields
. For custom user and organization fields examples,
check out our recipes