Q] Zendesk provides various CX solutions to brands; what do you consider the company’s forte?
Since 2007, Zendesk has been at the forefront of the customer experience (CX) space. Zendesk offers the most complete, AI-powered service solution, built on the largest CX dataset in the world, to deliver AI that our customers can actually use right out the box. From simplifying complex, legacy call centers to democratising CX with AI-powered solutions, we’ve made exceptional customer service accessible to businesses of all sizes.
In India, 70% of consumers will switch to a competitor due to just one bad experience, making CX crucial to business success and brand loyalty. This emphasis also carries over to employee experience (EX), where employees are increasingly expecting the same level of service in their workplace as they do with the businesses they patronise. Due to its increasing significance, organisations should prioritise providing great CX and EX to increase ROI and deepen loyalty.
Q] Multiple reports highlight that AI is expected to overhaul CX. How do you look at this?
AI is set to transform the CX industry, much like previous technological advances. A good comparison is the introduction of ATMs, which initially caused fears of job losses among bank tellers. In reality, ATMs automated routine tasks, allowing tellers to focus on more specialised roles, ultimately enhancing the customer experience. Similarly, AI will automate certain tasks, enabling human agents to tackle complex issues that require creativity and judgement.
Organisations embracing AI in CX are seeing significant returns. Our 2025 CX Trends report shows that 95% of Indian companies using AI in CX report positive ROI, far outpacing those that don’t. Consumers are noticing the difference—86% of Indian consumers recognise a clear gap between companies effectively using AI in customer service and those that aren’t. With AI raising expectations, customers now demand faster, more accurate, and personalised interactions.
Q] How is Zendesk incorporating AI into their solutions?
Zendesk AI is designed for CX, making customer interactions more human while being easy to use, scale, and maintain. We empower CX leaders with tools for automation, integrated workflows, agent support, workforce management, and quality assurance, all within one platform. Key features include adjusting tone (formal to friendly), expanding bullet points into detailed paragraphs, and using a ‘similar tickets’ function to reuse past responses, speeding up resolutions. A key innovation is the ‘agent co-pilot,’ where AI supports agents by offering insights, suggesting responses, and enhancing performance with real-time assistance. This balance allows routine queries to be handled autonomously, while complex issues benefit from AI-assisted human agents, ensuring fast and efficient resolutions.
Q] What marketing approach is key for targeting specific accounts in B2B?
In my line of work, Account-Based Marketing (ABM) has become increasingly crucial, especially in the B2B context, as companies focus on identifying the right accounts and engaging the right contacts within them. The ABM lifecycle typically involves account identification, connecting with key decision-makers, and delivering personalised content that addresses specific concerns, ultimately driving conversions. This approach is particularly vital for mid-market and enterprise-level strategies, where traditional outreach methods are less effective. The growing demand for ABM has led to the emergence of innovative software that aids in account targeting, contact engagement, and content personalisation, making it a key focus area for many marketing practitioners like myself.
