How a leading household brand boosted customer satisfaction to 70% with Zoho Desk

The solution

Since they were already an avid user of two ManageEngine products, they wanted to try Zoho Desk for one of their sub-brands to improve the customer experience for their consumers. The brand purchased a small number of initial licenses before expanding to a broader implementation.

The process of implementing Zoho Desk was straightforward; they were able to easily integrate it into their website and make script-level modifications. They also found the graphical user interface to be highly user-friendly and intuitive.

Robust ticketing with seamless integrations

The brand uses Zoho Desk as a centralised platform to manage customer interactions. Customer feedback emails are automatically converted into tickets in Zoho Desk, which allows support representatives to review, track, and respond efficiently while maintaining accurate records of customer requests.

Additionally, when a customer has feedback for one of their sub-brands, but has raised a ticket with another one, the ticket is evaluated and moved to the respective department. This helps the company resolve customers' issues as soon as possible.

The company integrates its IVR solution through a third-party application connected to Zoho Desk. All incoming calls—including missed or unattended ones—are automatically logged in the system as tickets to ensure that no customer query goes unnoticed and that every request can be tracked and addressed promptly.

Webforms

Webforms simplified the process of capturing customer requests directly from the company’s website and converting them into tickets in Zoho Desk. The brand needed to collect specific details such as invoice number, faulty product information, and location. Gathering this information through phone calls and emails was time-consuming and often incomplete. By integrating Zoho Desk webforms into their website, customers can now submit these details through a structured form, enabling the support team to quickly validate and process inquiries.

The brand created two dedicated webforms—one for customer complaints and another for sales inquiries. In addition, when a ticket is generated through other channels, the system automatically sends a response to the customer with a form requesting the required details. The form must be completed before submission to ensure that all necessary information is captured and reduce back-and-forth communication with customers. Read how to create webforms within Zoho Desk.

Custom functions

Customers usually call multiple times until they receive a response from a brand's help centre. To avoid confusion in ticket creation, the brand has customized the flow: Even when a customer calls multiple times, it's logged as a single ticket if the product and customer details provided are the same. In addition to the ticket merging rule, the brand has also set up restrictions so that tickets can only be re-opened within a particular timeframe. Read how to merge tickets to avoid duplication.

Seamless integrations for better customer engagement

The brand uses Zoho Survey to collect feedback from customers after resolving their concerns. Once the customer has given feedback through the form, the ticket is closed. They have incorporated Zoho Survey to ask their customers about their experience and are seeing good ratings in more than 70% of the survey submissions across all brands.

The brand also has an in-house application, which can be downloaded from the Google Play store. The application helps users scan the QR or bar codes of defective products. After the product is auto-detected, if the customer wants to submit a ticket, they can do so from within the application, after which the ticket is saved within Desk.

Advanced insights and automated customer engagement

The brand uses Zoho Desk dashboards to track key metrics such as the number of missed calls logged as tickets, the number of resolved and unresolved tickets, and the total ticket volume. To gain deeper insights, the team integrated Zoho Analytics. This allows them to monitor additional metrics, including the number of missed calls and the volume of calls received during non-working hours, along with several other performance indicators.

In addition, the brand has automated customer interactions using Zobot, a bot powered by Zoho SalesIQ. Zobot is implemented through ASAP widgets and the live chat feature, enabling the team to handle customer queries more efficiently and provide quicker responses. 

Zia helps to build a strong knowledge base

Zia in Zoho Desk enables this household brand to build a robust knowledge base through intelligent sentiment analysis and automated ticket-to-article conversion. By analysing incoming customer inquiries, Zia identifies customer sentiment and satisfaction levels, automatically flags dissatisfied customers, and simultaneously converts resolved tickets into structured knowledge base articles. Read how to create a strong knowledge base using Zia.

As Zia continuously learns from resolved cases, it suggests relevant articles to support agents, which helps reduce resolution time and enable customers to find solutions independently through self-service options. Over time, this approach transforms everyday customer inquiries into valuable institutional knowledge, enabling faster first-contact resolution, improved customer satisfaction scores, and a continuously evolving support resource that reflects real customer needs and best practices unique to the brand's product ecosystem.