How Magic Leap scaled customer experience (CX) like magic

With a little help from Zendesk and Slack

If you haven’t heard of Magic Leap, you probably will soon. It’s the technology startup that created a head-mounted display that fuses 3-D imagery over real-world objects. It’s augmented reality like no one has ever seen before, and it’s got both major investor backing and a multitude of developers building apps on its platform. 

The company’s rise in popularity led to phenomenally fast growth—from 200 to nearly 2,000 employees—almost overnight. But Magic Leap’s team knows that building for AR is complicated, and if they want more developers building on their platform (and more customers using their services), then providing world-class customer support is imperative. 

If a developer or a customer has a question, Magic Leap’s support team is tasked with providing speedy and accurate answers. That can be hard to do when you’re working in a fast-growing business and each question might require input from multiple people and departments to resolve. 

Suffice it to say that customer experience, or CX, is a complex process that often shapes a person’s impression of the entire company. The benefits of great CX are obvious: more brand loyalty, improved conversions and higher customer engagement. 

To deliver an exceptional customer experience, many agents must collaborate quickly and seamlessly behind the scenes. A good process can help, but to excel, your team needs the right tools. 

I’ve trained 10% of our workforce to step in as Zendesk agents and respond directly to our developers.

– Callie Holderman, senior manager, developer relations, Magic Leap
Callie Holderman, senior manager, developer relations, Magic Leap

Integrating tools improves response times

Magic Leap already used Slack and Zendesk, which provides cloud-based help desk solutions. Prior to integrating the tools, Magic Leap’s customer support team would receive requests from the developer community for engineering help as a ticket in Zendesk. 

Because the engineering team doesn’t have access to Zendesk, a support agent would need to switch from Zendesk to Slack to ask the internal engineering team for help. Then an agent would have to go back to Zendesk to update the ticket with the information collected from engineering.

It was a cumbersome process, and, despite having the right tools, Magic Leap had inadvertently created three silos of information. The teams had to either cope with the multistep process or risk communication breakdown. 

The solution to integrating the tools was a, well, integration.

 

Zendesk’s Collaboration add-on for Slack includes a smart feature called Side Conversations. With Side Conversations, agents can reach out via Slack or email to engage subject-matter experts in other departments and get the answers they need to quickly resolve a support ticket. All of the email and Slack conversations get saved in the Zendesk Support ticket for context, facilitating cross-functional collaboration while letting each team work in the tools they prefer.

“The Side Conversations functionality lets us chat with others in the company without losing context,” says Callie Holderman, a senior manager of developer relations at Magic Leap. “The integration between Slack and Zendesk has helped my team immensely.”

Four ways to funnel customer feedback into Slack

  • Use the Twitter app for Slack to funnel customer feedback into a Slack channel 
  • Turn Slack into your inbox for contact form responses
  • Monitor your Net Promoter Score (NPS) by sending weekly updates to a channel
  • Check your app’s review scores with an integration like ReviewBot or Appbot

Read more

Integrating Zendesk with Slack helps with more than just keeping people from being bogged down by minute tasks. Holderman says Magic Leap has seen a positive impact on first-reply time, average ticket volume and resolution time. 

Her team is now able to field hundreds of messages every day with just three full-time support agents.

“I’ve trained 10% of our workforce to step in as Zendesk agents and respond directly to our developers,” she says. 

And if that’s not magic, we don’t know what is.

Watch the webinar to learn more about how you can use Slack and Zendesk to improve your customer experience.

Slack is the collaboration hub, where the right people are always in the loop and key information is always at their fingertips. Teamwork in Slack happens in channels — searchable conversations that keep work organized and teams better connected.