Zendesk’s customer care solutions boost the rapid expansion of Circles.life
With Singapore’s fourth telco’s aggressive expansion plans, Circles.life needed all the help it could get in keeping up with burgeoning demand and expectations of its customers. circles. life’s clients are heavy users of Zendesk chat with 65% of the questions coming in through live chat.
Part of Circles.life’s vision of giving power back to the customer was to allow them to choose what channel is most convenient and best fits their needs. This is where Zendesk’s customer service software solutions came in. Zendesk’s omnichannel strategy, including Zendesk Support, Guide, Chat, Message, and Answer Bot, supports agents across channels and products instead of requiring them to specialise in a particular channel.
Onboarding Circles.life’s Zendesk agents, who are based in Singapore and the Philippines, takes only two weeks — one week for learning about Circle.life’s own products, and another on Zendesk’s. Circles.life marketing manager, Megan Yulga, said Zendesk’s fast onboarding time meant the telco could launch in new markets very quickly. “Everything we have is digital, from our customer touch points to our onboarding, and the way we engage with our customers and allow them to manage their subscriptions through our mobile app,” she said. “With Zendesk, we can set up in a matter of weeks and months, versus years.” Circles.life head of Customer Service, John Epok
Pascual, recommended Zendesk and has been using Zendesk for customer support from day one. “Zendesk is easy to use because it’s been designed for the agent,” Pascual said.
“That’s one of the great parts about Zendesk—it’s simple, not only to use, but also to configure. Making changes is straightforward, which allows us to derive the most value from it,” he added.
Providing a great digital experience
Benefits of the Zendesk omnichannel support solution include saving costs and gaining the ability to keep customer data consolidated and readily available to agents. The efficiency of being recognised at each contact also does not go unnoticed by customers. “We want to provide a great digital experience for our customers, and we see Zendesk as a great fit for our customers and our support experts on the backend as well,” said Pascual.
Circles.life’s customers are heavy users of Zendesk Chat, with 65% of the questions coming in through the live chat platform. The rest of the volume is a mix between email and social media messages. Agents also carefully monitor Answer Bot to make sure it captures the most effective answers from Zendesk Guide for customers. “Having insights integrated into one system is extremely helpful for the customer experience,” said Tom Brown, Circles.life Customer Service operations manager. Brown explains Answer Bot resolves about 10% of customer questions
coming through the email channel and saves 50% on costs per question over a live agent answer.
He also said that Zendesk saves them from having to worry about integrating multiple systems. Circles.life also tries to assist customers in helping themselves first using Answer Bot. “We want to make our selfservice options as powerful as possible. We invested a lot of time into the guide articles, and they’re constantly refined and reviewed,” said Brown. This effort pays dividends with the resulting ticket deflection the team sees with Answer Bot.
“The more well-written the articles are, the more customers will get their answer without having to speak with someone, which is a win for both parties,” explained Brown. “With Zendesk, we’re able to get an overall view on how happy our customers are,” he said.
Support philosophy centered on customer needs
“Everything is refined based off what we know about the customer journey, and what they need to know to proceed,” said Yulga. “Everything is taken and reviewed under a microscope, and it all goes back to providing a more refined customer experience,” she added.
Circles.life Customer Service operations manager, Tinesh Raj, said they closely monitor the quality of their support to ensure they are putting the customer experience first. The team maintains an email SLA of three hours, a chat SLA of 60 seconds, and a first response for social media messages of 22 minutes.
Circles.life has also raised its customer satisfaction benchmark at 90%. The company aims to uphold an NPS score of 54 as well, which is well above the Singapore industry average of -25. “Not only is customer satisfaction important, but we also monitor whether the interaction fits the way we want to communicate with our customers. There will be times when what the agent says will be in line with the company’s policies, but would not be the best for the customer,” said Raj.
Aside from these, the telco uses several apps with their support: Time Tracking to monitor time spent on tickets, Quickie to organize ticket views, Answer Suggestion to suggest relevant content for agents to give customers, and Linked Ticket to connect tickets about the same topic.
Tymeshift, meanwhile, is particularly useful for managing agent schedules and performance. Triggers and macros also come in handy to alert customers when tickets are answered, and auto-fill answers for agents.
Brown said working with Zendesk has been fantastic for Circles.life, both on the agent and customer side. “Whether it’s a small technical question or throwing around ideas for a bigger project, we always get swift and knowledgeable help from Zendesk. Our relationship is very good,” he said. “Zendesk is such an easy tool for agents to work with. It’s really been developed for them—it’s fluid, it’s simple where it needs to be, and it’s powerful when it needs to be.”
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