The Bread Factory's CX Transformation with Zendesk and Premium Plus
Introduction
The Bread Factory, part of Bread Holdings (home to brands like Bertinet Bakery, Flower Station, and Gail’s Bakery), is a craft-led bakery that supplies a wide range of customers, from Michelin-starred restaurants to schools and hospitality businesses.
As the business grew, The Bread Factory recognised the need to modernise its CX strategy.
Under the leadership of Fflur Huysmans, Head of Customer Experience, and with the support of Premium Plus and Zendesk, The Bread Factory set out to enhance efficiency, service quality, and customer satisfaction through better use of CX software.
Fflur Huysmans
The Challenge: Managing Growth and Complexity Across Channels
When Fflur joined, the Bread Factory was already using Zendesk’s CX software but faced several challenges:
- Outdated Setup:
They had moved from Outlook to a basic Zendesk package, but the system was no longer fit for their growing needs. - Lack of Visibility:
It was difficult to track the volume of tickets, understand repeat contact reasons, or gain insights by channel (email, phone, etc.). - Disconnected Channels:
Phone and email were managed separately, making it hard to get a clear overview of customer communications. - Manual Workloads:
Agents spent a lot of time manually managing orders and queries, affecting service levels and creating time pressure. - Limited Self-Service:
Customers couldn’t easily find answers themselves, increasing incoming queries that could have been deflected.
The Solution: Rebuilding the CX Strategy with Premium Plus and Zendesk
Working closely with Premium Plus, The Bread Factory undertook a structured approach to transform their Zendesk environment.
1. Upgrading Zendesk’s CX software to Match Business Needs
The Bread Factory reviewed their Zendesk package against the type of organisation they are and the ticket volumes they were handling.
They decided to upgrade to a plan better suited to their requirements.
Fflur Huysmans
2. Automation and Workflow Optimisation
They introduced automation to reduce manual work:
- Triggers and Rules: To automatically manage common issues and follow-up needs.
- Order Placement Management: Distinguishing order requests from problem tickets to streamline workflows.
- Proactive Service: Setting up workflows to escalate issues automatically when needed.
3. Empowering Agents with a Smarter Workspace
The Bread Factory redesigned their Zendesk workspace:
- Simplified agent views to focus on key tasks.
- Set up clear ticket categorisation to aid reporting and agent decision-making.
Fflur Huysmans
4. Enhancing Self-Service Options
A new Zendesk Help Centre was launched:
- FAQs and knowledge articles were made available to customers and surfaced for agents inside the Zendesk workspace.
- Chat was introduced as an additional weekend support channel.
Fflur Huysmans
5. Preparing for Future AI Integration
While a full Zendesk AI rollout was not the immediate focus, The Bread Factory introduced early improvements:
- Using an AI tool to read templated orders and connect with Zendesk.
- Starting preparations for deeper ERP system integrations to support future automation.
The Results: Stronger CX Strategy, Happier Customers
After these improvements, The Bread Factory saw significant benefits:
- Contact-to-Order ratio improved from 70% (2022) to 30%
- Contacts per Hour (CPH) increased from 4 to 7
- CSAT rose from ~60% to 85% (monthly average)
- Customer insights are now actively shaping the customer experience journey
- Contact-to-Order Ratio Improved:
Reducing unnecessary contacts by digitising the order placement process. - Higher Agent Productivity:
Contacts handled per hour increased through better training and smarter workflows. - Better Customer Satisfaction (CSAT):
Improvements in survey timing and targeting led to a noticeable rise in satisfaction scores. - More Effective Self-Service:
Customers could resolve more queries independently, reducing incoming ticket volume. - Stronger Reporting and Planning:
Access to real-time data improved workforce management and strategic planning.
Looking Ahead: Continuous CX Optimisation with Premium Plus and Zendesk
The Bread Factory continues to work with Premium Plus to further:
- Expand automation.
- Strengthen self-service capabilities.
- Prepare for deeper AI-driven enhancements.
With Premium Plus and Zendesk, The Bread Factory has built a strong CX strategy to meet evolving customer expectations.
Conclusion: A Recipe for Better CX Strategy
By upgrading their Zendesk setup, streamlining workflows, and investing in self-service, The Bread Factory transformed its CX strategy.
With the continued support of Premium Plus, they are well-placed to keep delivering excellent service to their diverse client base.
