CX Challenge: Fragmented Routing & Visibility

Unify customer data, interactions and operational workflows with Zendesk and CRM to create a single source of truth, improve routing and gain real-time visibility across your organisation.

Many organisations struggle to answer three simple operational questions:

• Who owns this customer or case right now?
• What is the current status?
• Where is the process blocked?

When customer information, service requests, renewals, claims and internal tasks are spread across multiple systems, the answers become surprisingly difficult.

Sales teams work in one CRM, customer service uses another platform, operations manage spreadsheets and each department develops its own way of tracking work. Routing often depends on whoever opens an email first rather than on clearly defined business rules.

The result is a fragmented customer experience where nobody has complete visibility.

A unified Customer Experience model allows organisations to:

• Create a single view of every customer and interaction.
• Route work automatically according to business rules instead of manual forwarding.
• Give managers real-time visibility of workload, priorities and operational risk.
• Connect customer service, CRM and operational processes in one ecosystem.

Schedule a CX Routing & Visibility Assessment

Why Fragmented Routing Creates Poor Customer Experiences

Fragmentation rarely appears overnight.

It develops gradually as organisations grow.

Each department introduces tools that solve its own operational needs:

• Sales teams implement CRM platforms.
• Customer service adopts helpdesk software.
• Operations use policy or order management systems.
• Finance works with accounting platforms.
• Individual teams create spreadsheets to fill operational gaps.

At the same time, customer interactions arrive through many different channels:

• Email.
• Phone.
• Branches.
• Contact centres.
• Web forms.
• Customer portals.
• Partners.
• Marketplaces.

Each channel develops its own routing process.

Eventually, reporting is added on top of this complexity instead of solving it.

The consequences become increasingly visible:

• Routing depends on people rather than business rules.
• Customer knowledge exists in employees' heads instead of shared systems.
• Managers only understand performance after manually combining reports.
• Teams duplicate work because nobody has complete visibility.
• Strategic decisions are delayed because reliable information is difficult to obtain.

To solve this challenge, organisations need a unified CX and CRM operating model where customer data, interactions and operational work flow through one connected ecosystem.

Learn how Zendesk and CRM create one customer view

Grupo PSN: Building a Unified Customer Experience Platform

Grupo PSN is a mutual insurance organisation serving university professionals across Spain.

As part of its digital transformation strategy, the organisation set out to place customers at the centre of every business process while aligning technology with long-term business objectives.

Like many insurance providers, PSN managed customer relationships across multiple products, renewals, claims and service processes.

The Starting Point

Several operational challenges limited visibility:

• Customer and policy information existed across multiple systems.
• Teams struggled to see policy status, renewals, incidents and financial activity in one place.
• Commercial and service departments worked with different operational views.
• Daily activities such as renewals and claims handling lacked coordination.
• Strategic analysis required significant manual effort.

Although all the information existed somewhere, it was not connected.

What Changed with redk, Zendesk and CRM

Working together, PSN and redk implemented an integrated platform combining Zendesk with a central CRM solution.

The new operating model delivered:

• A complete 360º customer view.
• Centralised policy and interaction history.
• Better coordination between commercial and service teams.
• Customer-centric routing based on profile, lifecycle and business needs.
• Better visibility of renewals, claims and customer activity.
• Advanced analytics for segmentation, churn prediction, NPS, CLV and RFM.

Instead of managing disconnected processes, teams began working from one shared customer view.

The Results

The transformation helped Grupo PSN:

• Improve customer response times.
• Coordinate teams more effectively.
• Support strategic decision-making with better data.
• Build a scalable digital ecosystem centred around the customer.
• Strengthen its competitive position within the insurance sector.

Discover the Grupo PSN transformation

PromoFarma: Routing and Visibility at Marketplace Scale

PromoFarma operates one of Spain's largest online pharmacy marketplaces, offering more than 150,000 products from over 7,000 brands through approximately 1,000 partner pharmacies.

As the marketplace expanded, so did the complexity of customer service.

The Challenges

The organisation managed:

• Multiple brands.
• Different business units.
• Independent workflows.
• External platforms.
• Manual reporting.
• Separate communication tools.

Support teams found it increasingly difficult to monitor escalations and understand operational performance.

What Changed with redk and Zendesk

PromoFarma implemented Zendesk Support Suite Enterprise as a single omnichannel customer service platform.

The new environment unified:

• Email.
• Phone.
• Live chat.
• Social media.
• Brand-specific experiences.
• Customer reporting.
• Escalation management.

Zendesk Explore also introduced real-time dashboards that gave managers complete visibility into operational performance.

At the same time, chatbots began resolving approximately 30% of customer enquiries automatically.

The Results

The transformation delivered:

• Better visibility of ticket escalations.
• Reduced dependence on manual processes.
• Fewer disconnected tools.
• A 20% increase in chat interactions.
• A 93% increase in customer satisfaction.
• Greater operational efficiency across the marketplace.

PromoFarma demonstrates how one Zendesk platform can support both routing and operational visibility at scale.

Read the PromoFarma success story

What Good Routing and Visibility Look Like

Organisations that successfully overcome fragmentation usually build their operating model around three key principles.

One CX and CRM Backbone

Customer information, interactions and operational work should exist inside one connected ecosystem.

Instead of maintaining isolated systems for sales, customer service, claims and renewals, every department works from the same customer record.

Zendesk becomes the interaction and case management platform while the CRM remains the system of record for customer and commercial information.

Clear Routing Rules

Work should never depend on who opens an email first.

Routing should be based on criteria such as:

• Customer segment.
• Product.
• Customer lifecycle.
• Business intent.
• Relationship owner.
• Priority.
• Risk level.

Every case should include:

• One owner.
• One SLA.
• One next action.
• One visible status.

This creates accountability across the organisation.

Real-Time Visibility

Every level of the organisation should see the same operational reality.

Agents need visibility of:

• Personal workload.
• Priorities.
• Upcoming deadlines.
• SLA commitments.

Managers require:

• Incoming volume.
• Backlog.
• Queue performance.
• Escalations.
• Bottlenecks.
• Team performance.

Executives need strategic indicators including:

• NPS.
• Customer Satisfaction.
• Churn risk.
• Customer Lifetime Value.
• Segmentation.
• Commercial performance.

With one connected reporting model, decisions become proactive instead of reactive.

Learn how Zendesk provides operational visibility

A Five-Step Framework for Unified Routing and Visibility

1. Map Where Customer Work Really Happens

Identify every place where customer work currently exists.

This includes:

• Branches.
• Brokers.
• Contact centres.
• Email inboxes.
• Portals.
• Legacy systems.
• Marketplaces.
• CRM platforms.
• Operational applications.

Document where routing decisions are currently made and where visibility disappears.

Map your customer journeys

2. Create a Unified CX and CRM Backbone

Clearly define the role of each platform.

Typically:

• CRM manages customer and commercial information.
• Zendesk manages conversations, tickets and customer interactions.

Both systems should exchange information continuously so employees always have complete context.

Learn about CRM and Zendesk integration

3. Design Routing Around Customers

Queues should reflect customer value rather than communication channels.

Examples include:

• New business.
• Renewals.
• Claims.
• Customer service.
• Partner support.
• Marketplace support.

Routing rules should consider:

• Customer intent.
• Product.
• Relationship owner.
• Risk.
• Customer segment.

This allows work to reach the right team automatically.

Discover intelligent routing

4. Standardise Statuses and Workflows

Use a consistent operational language across every department.

For example:

• New.
• In Progress.
• Waiting for Customer.
• Waiting for Partner.
• Resolved.
• Closed.

Build common workflows for recurring journeys such as:

• New policy.
• Renewal.
• Claims.
• Marketplace enquiries.
• Customer incidents.

Automate status changes, notifications and reminders wherever possible.

Learn how to design Zendesk workflows

5. Put Visibility in Everyone's Hands

Build dashboards for every organisational level.

Agents should see:

• Personal workload.
• Priorities.
• SLA commitments.

Managers should monitor:

• Ticket inflow.
• Backlog.
• Team performance.
• Escalations.

Executives should access strategic indicators including:

• NPS.
• CSAT.
• RFM.
• CLV.
• Churn risk.
• Operational trends.

The objective is to replace manual reporting with live operational intelligence.

Discover Zendesk reporting and analytics

Quick Self-Assessment

You probably have a fragmented routing and visibility challenge if:

• Different departments maintain different versions of the customer.
• Customer information exists across multiple disconnected systems.
• Complex cases depend on manual forwarding.
• Managers cannot see all customer work from one place.
• Reporting requires combining spreadsheets from several systems.
• Teams struggle to identify workload or operational bottlenecks.
• Strategic initiatives are slowed by poor visibility.
• Customer ownership changes frequently without clear accountability.

If several of these situations sound familiar, your organisation may already have the data it needs—but not the operating model required to use it effectively.

A unified Zendesk and CRM platform transforms fragmented operations into connected customer journeys with clear ownership, automated routing and real-time visibility.

As demonstrated by Grupo PSN and PromoFarma, bringing customer interactions, operational workflows and business data together creates better coordination, faster decisions and a significantly stronger customer experience.

Turn Fragmented Operations into Connected Customer Experiences

Customers expect every interaction to feel connected, regardless of which department or channel they contact.

By combining Zendesk with your CRM, redk can help you create a unified operating model where customer data, workflows, routing and reporting work together as one ecosystem.

The result is greater visibility, smarter routing and a customer experience that is proactive rather than reactive.

Schedule a CX Routing & Visibility Design Session

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