At DEMETER ICT, we’ve worked with many clients across Asia who use Zendesk as their primary customer service platform. Zendesk is a world-class system for managing customer inquiries and support tickets. However, after years of implementation experience, we’ve discovered one recurring limitation that affects many organizations: Zendesk is not built to fully support outbound messaging and cross-department engagement on the same customer channels.
Pain Points We Found
1. Marketing Teams Can’t Engage Customers via the Same Channels
Marketing teams often wish to send promotional or follow-up messages through the same channels their customer service team uses (e.g., LINE, WhatsApp, Facebook Messenger). However, two key issues prevent them from doing so:
- Zendesk does not include marketing campaign capabilities by default.
- Once a ticket is closed, Zendesk restricts all outbound messages — meaning marketing or sales can’t re-engage that customer through the same conversation.
As a result, brands often have to create separate channels for marketing activities, leading to fragmented communication and inconsistent brand experience.
2. Other Departments (e.g., Logistics, Sales) Can’t Send Notifications
Departments such as logistics or sales frequently need to send delivery updates, order confirmations, or notifications through the same messaging channels used in Zendesk.
However, the obstacles are:
- They must develop APIs or webhooks to integrate with Zendesk to send such outbound messages.
- If the ticket is already closed, Zendesk will not allow outbound notifications — unless heavy customization is done.
This creates additional costs, consumes developer resources, and slows down cross-department communication.
Our Solution: CXBOX HUB + Zendesk Sunshine Conversations
To overcome these limitations, we developed CXBOX HUB, a solution that connects directly to Zendesk Sunshine Conversations API.
This integration enables outbound messaging, allowing teams to send marketing campaigns, status updates, or notifications — even after the ticket is closed.
How It Works
- CXBOX HUB connects to Sunshine Conversations, allowing outbound messages to flow through the same customer channels (LINE, WhatsApp, etc.).
- Marketing teams can now send campaigns through Zendesk without creating a separate system.
- Logistics and sales departments can automatically send delivery or order updates.
- The entire setup and implementation can be completed within one week — helping brands improve their customer experience (CX) fast.
The ROI of Better CX
Investing in Customer Experience (CX) is not just a trend — it’s a proven driver of growth.
Here are some research-backed statistics:
- XM Institute (2024): Customers who receive a 5-star experience are up to 3x more likely to recommend a brand than those who receive 1-star service.
- SuperOffice (2024): CX leaders grow revenue 80% faster than their competitors; 86% of buyers are willing to pay more for better experiences.
- KPMG (2023): Companies that invest in CX transformation have achieved ROI up to 135% through reduced churn and increased upselling.
- Marq (2024): 84% of organizations investing in CX report increased revenue and customer retention.
On average, companies see 3x ROI from CX improvement programs within 12–18 months. At DEMETER ICT, our clients typically experience measurable ROI within months after implementing CXBOX HUB.
Real-World Examples
Use Case 1: E-commerce Brand
- Challenge: Marketing teams couldn’t send outbound messages via Zendesk after a ticket was closed.
- Solution: After implementing CXBOX HUB, they launched promotional campaigns via the same chat channels.
- Result: Message open rate increased by ~30%, and development time dropped by 40%.
Use Case 2: Logistics Company
- Challenge: Needed to send delivery and order updates but required API development.
- Solution: Using CXBOX HUB and Sunshine Conversations, they automated outbound notifications.
- Result: Integration time reduced from 4 weeks to 1 week, and developer hours cut by 60%.
Key Takeaways
- CXBOX HUB + Sunshine Conversations bridges the gap between Zendesk customer service and marketing or operations communication.
- Brands can maintain a single unified experience across all departments.
- Outbound messaging is no longer blocked when a ticket is closed.
- Implementation takes just one week, with measurable improvements to ROI and customer satisfaction.
Conclusion
Zendesk is an excellent customer service platform — but its default structure limits outbound communication. With CXBOX HUB powered by Zendesk Sunshine Conversations, DEMETER ICT enables businesses to communicate across marketing, logistics, and customer service within a single experience.
In just one week, your brand can enhance customer engagement, increase operational efficiency, and unlock the full ROI of great customer experience.
About the author
Dr. Varanyu Suchivoraphanpong is currently the Founder & CEO of DEMETER ICT, a Premier Partner of Google and Zendesk in the APAC region. The company has the largest customer base for Google and Zendesk services in APAC including Greater China, with a combined total of more than 4,600 business customers. Dr. Varanyu has over 25 years of experience in information technology, having previously held senior executive positions in major organizations including banks, IT service providers, and business consulting firms. Dr Varanyu obtained his PhD in Computational Mechanic from Imperial College London.
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