article_img_post_smaller-ZendeskEvery eCommerce retailer knows it can be difficult to connect to customers online. Technology allows us to reach more potential buyers than ever before, but it can also make it more challenging to build real and personal relationships with those consumers. After all, how do you create a digital customer experience that is as engaging and trustworthy as being face-to-face in a brick-and-mortar store?

Here at Balance Internet, we know that many of our retailer partners struggle with that dilemma. That’s why we partner with Zendesk. They are the experts in customer experience and help streamline the customer service and engagement process. Zendesk allows for tracking, prioritising, and solving of customer support tickets with an agent interface that users love. Customer satisfaction is at the heart of everything they do, and their system allows brands to build their customers’ trust by offering responsive and personalised support.

Recently Zendesk invited us to a lunch event that focused on how to create the optimal customer experience. The session was led by Sandie Overtveld, Zendesk VP of Sales for APAC with Danielle Di-Masi, an expert on digital behaviour, as the guest speaker. They provided some practical and valuable lessons on how to cut through all the noise, and build real customer relationships in the online sphere.

The Top 3 Takeaways:

  • It is important to look at where your customers are and where they want to talk to you. The phone is becoming the most expensive channel, so you should look into channel trends like Live Chat and find out what suits your business. It’s important to move with the times and stay on top of changes – if you don’t, your competitors will gain the advantage.



  • You need to move from the reactive to the proactive approach to build a long lasting relationship with your customer. To do this, you must align your customer service strategy to your normal business strategy. Begin by documenting everything, as this will allow you to find gaps in your current model. Examine the technology you’re using – does it provide you with the toolset you need to manage your customer service channels? Does it offer the reporting you require? If not, you need to upgrade.


  • Finally, you need to look at your culture. The type of culture that you provide can be reflected in your service, so it must be customer-centric from the top levels all the way down. Also consider exactly what it is that your customer service is offering. Ideally you should find a way to become more specialised and targeted. This will allow you to stand out in the crowd, and give the customer exactly what they’re looking for.


All in all, a great event, an enjoyable meal and importantly plenty of learnings on how to improve customer service.

We can’t wait for the next one!

For more information on customer engagement and Zendesk contact us or call us on 1300 624 368