Make the Most of Customer Data with Zendesk and ModSquad

Your CRM knows a lot. The hard part is getting that knowledge out.

Most companies use a CRM to keep customer data and conversations in one place. Over time it becomes a record of every ticket, response, resolution, and rating in your support process.

That record is a trove of business intelligence, covering everything from how smoothly support is running to gaps in your products or services. It’s an ongoing pulse from your customers on the experience they’re having with your business.

Of course, that data only turns into answers once it’s been properly sorted and organized. Otherwise it’s a sea of exported values with no rhyme or reason to them.

That’s where Zendesk Explore comes in. Explore is an analytics tool that takes you past the basics, tracking your CRM data and giving you a clearer picture of each customer interaction. It isn’t one-size-fits-all either: Explore builds customized dashboards and reports, so you choose what you track.

“Explore is incredibly robust,” says Josh Smith, ModSquad’s Associate Director of Enterprise Applications. “We can go far beyond creating data based on the default information captured in Zendesk. By creating new fields or custom tags, the sky’s the limit on the different reports we can generate.”

Explore is one tool among several. Connect it with Zendesk Sunshine and you get true omnichannel analytics, pulling together data that usually sits in a silo.

Have a Chat with Your CRM

Thanks to advances in natural language processing, the translation layer between the data you have and the answer you’re after is getting thinner by the day. Advanced AI features will soon let you query your own operation in plain language — instead of building another report, you ask: What’s the average resolution time for high-priority tickets this week?

The same shift is already underway on the front line, where Zendesk AI agents resolve routine volume outright instead of deflecting it.

That kind of access lets leaders get answers without digging through dashboards. Ask a clear question. Get a useful answer. Move on with your day.

We Go Way Back with Zendesk

ModSquad is one of Zendesk’s longest-tenured partners and the first certified on its AI.

“We go way, way back with Zendesk,” says Smith. “We’ve implemented hundreds of Zendesk instances, and we’ve worked on Zendesk reporting for clients in every industry you can think of.”

That range matters. A dashboard can show you accurate data while telling you nothing about what’s going on in your operation. Our team has seen how different support operations use Zendesk, where configurations fall short, and which changes make the biggest difference.

“As experts across numerous industries, we know what clients need,” says Smith. “We often recommend things clients wouldn’t otherwise consider because we’ve done this with so many of them.”

Good reporting doesn’t cram every available metric onto one screen. It puts the right information in front of the right person.

“Optimizing the setup goes far beyond improving a dashboard’s appearance or making it easier to read,” says Michael Bradd-Koger, ModSquad’s Senior Project Manager. “We make the information more targeted and digestible for executive stakeholders who don’t spend their day working in Zendesk.”

Our team combines hundreds of Zendesk implementations with hands-on knowledge from support operations across industries. We configure and run Zendesk around the questions your business asks, and present the answers in a way people can use.