We know that macros in Zendesk are a popular feature. They save time, create consistency and make it possible to handle many enquiries quickly. But we repeatedly encounter companies where the macros have become a crutch. The standard responses are outdated, impersonal and stripped of the empathy that creates a good customer experience.
Efficiency without thought can quickly create distance. When we save time, we must always ask ourselves: Are we giving the customer a good experience - or just a quick response?
Three classic mistakes in macro use
The mistakes recur across industries. They often arise out of habit, not laziness.
- Mechanical texts: The response is written with a focus on internal efficiency and feels cold and templated.
- A lack of adaptation: The macro is inserted without being adapted to the specific case, which seems sloppy.
- The wrong tone: The same macro is used across chat, mail and forms, even though the channels require different tones.
When macros strengthen the customer experience
At Available, we see macros as one of the strongest tools for strengthening the customer experience - if they are used correctly. A well-considered macro creates consistency, ensures that all customers receive important information and frees up time for the complex cases where the human touch really counts.
What a good macro contains
A strong macro is more than a text template. It should contain:
- Structure: A clear framework with acknowledgement, action and a timeframe.
- Flexibility: The use of dynamic fields to personalise the response.
- Tone: A friendly and professional tone that matches your brand.
- Clarity: Information about the next step and when the customer can hear from you.
- Value: Links to relevant guides or help pages.
Our approach to macros
When we help our customers, it is not just about setup, but about strategy. We help make macros better, more relevant and more human. We offer a review of existing macros, adaptation to your tone of voice and the training of agents.
Macros can elevate your customer experience, but they can also be a hidden barrier. Let us work out together how you can get more out of your macros and create a service that is both efficient and human.
Read the full article at: https://www.available.dk/mere-end-zendesk/makroer-sparer-tid-men-hvad-koster-det-i-tone-og-oplevelse