Data warehouses have made it easier for customers to store massive amounts of data. That information is useless, however, unless it is actionable. Making data actionable means employees can use the data for decision-making and improving the user experience. In this article, we’ll discuss reverse ETL, pushing data to Zendesk from your warehouse, and the value of this process.
Table of Contents
- What Drives the Need for Reverse ETL
- What is Zendesk?
- Benefits of Using Reverse ETL for Zendesk Integrations
- Using Zendesk Information to Delight Customers
- Reverse ETL Pushing Data to Zendesk: Common Use Cases
What Drives the Need for Reverse ETL?
Reverse ETL is the process of transferring information from a data warehouse back to operational systems. Although users could get the same figures directly from the warehouse using BI tools, the process is complicated and there could be a steep learning curve for users to learn to use the tool. Sending warehouse data back to the operational systems lets users analyze the data in systems with which they are already familiar.
Integrate.io's suite of integration tools can support reverse ETL to a variety of data warehouse systems, making it easier to provide Zendesk data to systems throughout your organization.
What Is Zendesk?
Zendesk is a cloud-based customer service platform that helps companies improve communications between customers and the company. The tool brings together all communications with customers, such as email, voice, chat, and social media, in one place. Some of the more robust features of Zendesk allow companies to gain insights into interactions and measure the team’s performance.
Benefits of Using Reverse ETL for Zendesk Integrations
With this process, users no longer need to navigate Zendesk directly to locate the information they need. This process allows any line of business to view information that applies to their needs, directly in the systems where they work. This information is valuable for informing day-to-day decisions. It is also valuable in long-term strategic planning. The goal of operational analytics is to improve efficiency in operations by providing the entire company with a consistent view of the customer across all systems.
Integrate.io's no-code platform empowers non-technical users to build robust data pipelines through a simple drag-and-drop interface. Using these tools, users can quickly push Zendesk data from their warehouse to the users and systems that need it.
Using Zendesk Information to Delight Customers
"Customer delight occurs when you create feelings of unexpected joy and delight that lead people to not only feel positive about the company but also spread the word," explains Stacy DeBroff, CEO and founder of marketing company Influence Central. The key to making this happen is knowing your customer. If you don’t know your customers, your chances of delighting them are slim.
It is important to note that delight differs from customer satisfaction. Satisfaction is the equivalent of being satisfied with service. Customer delight means to exceed their expectations. The goal is to make a lasting impression that turns them into loyal brand ambassadors.
Reverse ETL is the key to getting to know the customer and developing services to make a lasting impression. The process makes behavioral data available for analysis to provide a personalized experience. Your efforts to delight customers:
- Show you care about them
- Turn them into brand ambassadors who will spread the word about your company
- Increase consumer spending
- Protect your reputation
Reverse ETL Pushing Data to Zendesk: Common Use Cases
Customers expect a seamless experience when dealing with a company. Reverse ETL is the key to making this happen. There are a variety of beneficial use cases for pushing Zendesk data to operational systems. Each of these use cases provides valuable insight into the customer and their interaction with the company.
Net Promoter Score (NPS) Survey
The Net Promoter Score (NPS) Survey measures the possibility of someone returning or remaining loyal. Pushing these figures to Salesforce can trigger a sales rep to follow up to determine if customers are happy and offer solutions to make them happy to stay. It can also be used by the marketing department to improve marketing messages.
The CSAT rating is a score that measures the customer's satisfaction with support staff. Managers and leaders may want to use these figures to improve the overall service experience.
Zendesk houses a knowledge base of information that agents can use to answer questions. The knowledge base can also be shared with customers to help them locate answers to their questions. Pushing this information to operational systems can help leaders see which support topics are trending. They can then make plans to provide clearer information to eliminate the need for consumers to search for the answer.
The chat transcript contains a history of chat communications with the customer. Having this data available in operational systems allows employees to see the chat history. This information can help team members understand the customer's communication history during an interaction with them.
Ticket metrics track items such as agent work times, reply times, and wait times. With this information, leaders can gain valuable insight into wait times. They can then implement process improvements to improve response times.
The information stored in the company’s warehouse is much more valuable when it is actionable. Pushing information to operational systems gives users the information they need to make informed decisions and find new ways to delight the customer. Integrate.io has several pre-built connectors to help you integrate your warehouse with Zendesk to extract valuable information. Set up a demo with one of our team members to see how Integrate.io can help with your data integration efforts.