Zendesk AI Chatbot: BrightLocal's Journey to 100% Bot Satisfaction

BrightLocal, a leader in local SEO tools, recognised the need for efficient, round-the-clock customer service and turned to Zendesk AI chatbot (ex-Ultimate bot) to free up their team from repetitive tasks. By partnering with Premium Plus, the leading Zendesk partner to implement and optimise AI Agents, BrightLocal boosted CSAT and operational efficiency.

Challenge

When Vicky Chandler, Head of Customer Success & Support, joined the company, their Zendesk setup was quite basic. They didn’t use the full potential of the software, even groups and views. With 70,000 tickets annually and a team of 24, the company was bogged down by repetitive inquiries such as password resets and general FAQs. This not only slowed down response times but also prevented the support team from engaging in more meaningful interactions that could enhance customer relationships.

Solution

Vicky embarked on a mission to find an AI solution that could integrate seamlessly. After booking several demos with different providers, BrightLocal chose Ultimate bot (now Zendesk AI Agents) for its close ties with Zendesk and the ability to simplify the process without requiring extensive flow building.

BrightLocal realized they needed someone with more experience to help them build flows for generic responses and help them go into the second stage of handling more specific requests.

Here is how the journey with Premium Plus began with recommendations from Zendesk and Ultimate. This project wasn’t without its challenges—BrightLocal’s unique business model meant they had specific needs, requiring careful planning and execution.

To get the most out of their customer support software, BrightLocal knew they had to get Zendesk up to a better standard. With the proven expertise, Premium Plus helped them not only implement an AI chatbot but also optimise their Zendesk capabilities.

“Bruno transformed our Zendesk. It's amazing what he was able to do.”

Vicky Chandler, Head of Customer Success & Support at BrightLocal

Results

The impact was significant. BrightLocal’s bot satisfaction rate soared from 50% to 100%, and their response rate is steadily growing. Vicky now describes their Zendesk setup as “amazing”, thanks to the collaborative effort and persistence of their team and partners.

Bot Satisfaction rate

100%

Tickets monthly

7 000

Bot-handled conversations

2 500

Strategic phased implementation

Phase 1 focused on chat interactions, handling 2500 tickets monthly (40% of all tickets). In Phase 2, the project expanded to encompass all ticket responses, with plans for Phase 3 to integrate AI with BrightLocal’s database via API, addressing account-specific inquiries.

Bot Satisfaction rate skyrocketed to 100%

Bot Satisfaction rate (BSAT) soared from 48,57% to 100% within four months, reflecting the AI chatbot’s improved ability to resolve customer queries accurately and efficiently.

Round-the-clock support

BrightLocal now offers 24/7 support, significantly improving availability and customer satisfaction by ensuring assistance is fast and always accessible.

Cost and time efficiency

By automating inquiries, BrightLocal experienced significant cost savings and freed up valuable time for their support team to handle more impactful customer interactions.

Response rate growth

The response rate is steadily growing. It has increased from 10% to 20% since the initial launch.

Achieving internal KPIs

The team set a conservative deflection rate target of 20% for the last quarter, which was achieved, and a bot satisfaction target of 75%, which was surpassed. These results were pivotal in securing approval for Phase 2 of the project.

Future Prospects

BrightLocal’s journey with AI for Zendesk doesn’t stop here. As they enter Phase 3, plans are underway to integrate the AI chatbot with their database via API, aiming to resolve account-specific queries such as payment information and subscription details. This advanced integration will further enhance customer service capabilities, making BrightLocal’s support more personalised and efficient.

BrightLocal’s success story with Zendesk AI chatbot is a testament to the transformative power of AI in customer support. By partnering with Premium Plus, they not only overcame initial implementation challenges but also unlocked new levels of efficiency and customer satisfaction.