Side Conversations - The Digital Meeting Room for Internal Collaboration

In modern customer service, speed, precision and consistency are not merely advantages but necessities. Customers expect quick answers, and that the answers are correct the first time. Behind a successful customer interaction often lies a complex need for internal collaboration, knowledge transfer and decision-making. Historically, this collaboration has been fragmented and spread across email chains, separate chat platforms or verbal clarifications. This can lead to loss of context, delays and the risk that important information is lost.
Zendesk's Side Conversations offers a solution that gathers the internal dialogue directly within the customer's ticket. Side Conversations is not merely an additional communication channel, but a tool that integrates an internal "meeting room" into the ticket context. It makes it possible to involve expertise, escalate tickets and make decisions without leaving the context that is crucial: the customer's request. This article reviews how Side Conversations can be used to support a more efficient, knowledge-shared and collaboration-oriented customer service organisation.

What are Side Conversations?

A Side Conversation is a dedicated, chat-like thread that runs in parallel with the primary customer interaction in a Zendesk ticket. For a technically complex enquiry, a Side Conversation can be created directly in the ticket instead of forwarding emails and subsequently copying replies back to the customer.

The feature can be used to:

• Invite internal colleagues: Any internal user in Zendesk can be added, whether the role is agent, team leader, developer or an employee from the marketing or finance department.
• Discuss in real time: The conversation functions as instant messaging, where participants can see and reply to messages immediately.
• Retain full context: Participants in a Side Conversation have access to the ticket history, including customer messages, internal notes and attachments. There is therefore no need for a separate briefing.
• Create an audit trail: The internal conversation is logged permanently as part of the ticket, which supports transparency as well as quality assurance, training and later reference.

The central difference from earlier methods is the shift from asynchronous, external communication (e.g. forwarded emails) to synchronous, internal communication (chat in context). This reduces the "black box" that can arise when a ticket leaves the ticket context to be handled in other channels.

The contrast with traditional methods

To clarify the value of Side Conversations, it is relevant to look at the limitations that the feature addresses:

Method	Drawbacks	Solution with Side Conversations
CC/BCC in emails	- Creates noise in the customer's inbox. - The internal discussion is not hidden from the customer. - Difficult to follow the thread if many people are CC'd.	- Hidden from the customer. - Clean and focused internal dialogue.
Forwarding tickets	- Loss of original ticket history and metadata. - Creates a new, independent ticket. - Difficult to trace the reply back to the original ticket.	- The conversation remains in the original ticket. - Metadata and context are retained. - Replies can easily be copied over.
External chat tools (Slack, Teams)	- Communication is separated from the customer ticket. - No audit trail in Zendesk. - Requires everyone to have access and be on the platform. - A new colleague cannot see the history.	- Fully integrated in Zendesk. - The conversation becomes part of the permanent ticket history. - Works directly within Zendesk's ecosystem.
Internal notes	- Designed for one-way logging, not dialogue. - No notifications to specific individuals. - Easy to overlook a note in a long ticket.	- Designed for two-way dialogue. - @-mentions ensure notification to relevant individuals. - A clear, separate thread for discussion.

The strategic value of Side Conversations

When implemented correctly, the benefits extend beyond day-to-day efficiency. Side Conversations can function as a strategic asset that affects the organisation on several levels.

Improved First Contact Resolution (FCR)

A central customer service metric is FCR: the ability to resolve the customer's problem on the first enquiry. Side Conversations can support a higher FCR rate by making it possible to involve relevant expertise immediately instead of deferring answers or escalating without clarification.

• Example: A customer asks about a specific integration between a product and a niche system. The agent is uncertain. Instead of reporting back later, a Side Conversation is started with an integration specialist. The specialist answers quickly, the agent can give a precise answer immediately, and the ticket can be closed. FCR is achieved.

Reduced response time and handling time

By reducing the wait for answers via email or other channels, the overall handle time for a ticket can be lowered. The workflow is consolidated in Zendesk, which reduces context switching and makes case handling more efficient.

Strengthened knowledge transfer and training

Side Conversations can function as a dynamic knowledge centre. New or less experienced agents can follow dialogues between experienced colleagues and specialists and see how complex issues are handled.

• Best practice: Team leaders can participate in Side Conversations both to help and to guide agents in real time. A team leader can follow the development of the conversation and contribute with questions or corrections that support skills development.

Centralised communication history

Where transparency and traceability are required, including GDPR and other regulatory matters, it is an advantage that internal dialogue is logged directly in the relevant ticket. If a ticket is reopened later, a new agent can see what was discussed internally, and why a decision was made. This is particularly valuable for complaints or lengthy, complex tickets.

Increased employee satisfaction

Frustration can arise when agents lack access to help or relevant tools. Side Conversations provides a direct channel to internal support and expertise, which can reduce the feeling of being left alone with a ticket. When more problems can be resolved more quickly and more independently, job satisfaction and confidence can be strengthened.

Practical application: real-world use cases

Theory is one thing, but the value of Side Conversations is clearly seen in specific situations. The key use cases are described below.

Use case 1: Real-time expert consultation

The most common application is when an agent needs specialised knowledge.

Scenario: A customer reports an error that only occurs when using the software on a specific, older version of macOS. This requires technical knowledge of the application's compatibility.

Old workflow:

1. The agent writes an internal note in the ticket: "Customer reports an error on macOS 10.14. Forwarded to the tech team."
2. The agent forwards the entire email thread to an internal distribution list for technical support.
3. The technician receives the email, reads a long thread to understand the context and investigates the problem.
4. The technician replies to the email to the agent.
5. The agent receives the reply and copies the relevant answer into a message to the customer in Zendesk.
6. The process can take hours, and there is a risk of misunderstandings when copying.

New workflow with Side Conversations:

1. The agent clicks "Add side conversation" in the ticket.
2. The agent chooses to start an internal conversation and @-mentions the relevant technical specialist, e.g. @Anders Teknik.
3. The agent writes: "Hi Anders, can you help clarify an error on macOS 10.14 for the customer on this ticket? The error occurs when they try to export a PDF."
4. Anders receives a notification in Zendesk, clicks the link and immediately sees the full ticket context.
5. Anders replies directly in the Side Conversation: "Yes, that is a known limitation on that version. The solution is to update to 10.15 or use our web export. Here is a link to our guide..."
6. The agent copies Anders' reply to the customer, closes the conversation and resolves the ticket.

Result: The response time is reduced from hours to minutes. The agent gains new knowledge, and the customer receives a precise answer immediately.

Use case 2: Escalation with full context

When escalating due to the customer's situation, the complexity of the ticket or other considerations, full insight is crucial for the person taking over the ticket.

Scenario: A customer is very dissatisfied with an invoice and threatens to cancel the subscription. The ticket is assessed as needing to be handled by a Customer Success Manager (CSM).

Old workflow:

1. The agent writes an internal note summarising the situation.
2. The agent assigns the ticket to the CSM.
3. The CSM reads the customer history and summary to understand the situation. Nuances in the customer's tone can be lost in the summary.

New workflow with Side Conversations:

1. The agent starts a Side Conversation with the relevant CSM, e.g. @Maria CSM.
2. The agent writes: "Hi Maria, I have just had a very frustrated conversation with this customer regarding invoice 12345. They are threatening to cancel. I have explained X, Y and Z to them, but they will not budge. Can you take over? I am still available if you need input from my conversation with them."
3. Maria can read the full conversation history, see internal notes and receive the handover in the Side Conversation.
4. Maria can reply: "Thanks, I'll take it now. I'll call them within an hour."
5. Maria takes over ownership of the ticket, and the escalation is documented.

Result: The escalation becomes more seamless and transparent, and the CSM can act more effectively with full context and the opportunity for clarification.

Use case 3: Cross-departmental coordination

Customer enquiries can require input from several departments, e.g. sales, finance, marketing or legal. Side Conversations gathers the relevant parties in a virtual meeting room.

Scenario: A potential large customer in dialogue with the sales department asks a technical question to support. The head of sales needs to be involved to ensure that the answer matches the agreement under way.

Old workflow: The agent sends an email to the head of sales. The head of sales replies. The agent sends the reply to the customer. Follow-up questions create new email chains.

New workflow with Side Conversations:

1. The agent starts a Side Conversation and invites both a technical specialist and the head of sales: @Peter Teknik and @Sanne Salg.
2. The agent writes: "Hi Peter and Sanne, a potential customer (whom Sanne is in dialogue with) is asking about API limits for the Enterprise plan. Peter, can you confirm the figures? Sanne, can you approve the answer before I send it?"
3. Peter provides technical data. Sanne confirms and can add a sales perspective.
4. The agent has a finished, approved answer for the customer.

Result: Cross-functional collaboration becomes faster, more efficient and documented, and the customer receives a consistent and precise answer.

Use case 4: Gathering feedback for product development

Customer service can provide valuable product feedback. Side Conversations can create a direct and contextual channel to the product team.

Scenario: A customer suggests a strong idea for a new feature that must not be lost.

Old workflow: The agent sends an email to the product manager. The email may drown in the inbox, and the idea is not necessarily recorded formally.

New workflow with Side Conversations:

1. The agent starts a Side Conversation with the product manager: @Lise Produkt.
2. The agent writes: "Hi Lise, take a look at this ticket. The customer is suggesting a 'batch editing' feature that would really make a difference for them. This is the third customer this month to mention something similar. Do you think it should be considered for the roadmap?"
3. Lise can read the customer's wording and the context directly in the ticket.
4. Lise replies: "Fantastic feedback! I have just created an issue in our Jira project and linked to this ticket. Thanks for flagging it!"

Result: A direct feedback loop is established from customer to product development, documented and traceable.

Implementation and best practice

To achieve the full effect, it is not sufficient merely to enable the feature. Implementation should take place with a clear strategy and shared practice.

Setup and configuration

The feature is typically enabled by a Zendesk administrator in Admin Center > Workspaces > Agent Tools > Side Conversations. Here you can configure who can start conversations and who can be invited. It is relevant to ensure that all necessary internal roles (not only agents) can be invited.

Define clear protocols for use

Unclear guidelines can lead to inconsistent use. It should be defined when and how Side Conversations are used.

• When should Side Conversations be used?
  • When an answer from another person is needed to resolve the ticket.
  • When a ticket needs to be escalated and the recipient needs context.
  • When a potentially sensitive reply needs to be discussed with a team leader before sending.
  • When information needs to be obtained from another department (e.g. finance or sales).
• When should internal notes be used?
  • For personal logging and reminders.
  • For documenting facts for later reading.
  • When there is no need for dialogue or a reply from a specific person.

The distinction is important to avoid incorrect use and unnecessary noise.

Choose the right participants

A typical pitfall is inviting too many participants, which can create noise and unclear responsibility.

• Rule: Invite only the necessary participants. Start with the most relevant person and expand only when needed.
• Example: When in doubt about the right contact, a team leader can first be contacted in a conversation between two people, after which the team leader can invite the relevant expert.

Be precise and context-aware

Although the ticket context is available, a precise first message saves time.

• Poor example: "@[Name], can you take a look at this?"
• Good example: "@[Name], can you help confirm the delivery date for order 789 for the customer on this ticket? The customer is concerned about the delay."

The precise example states the task and context, so the recipient can act quickly.

Use @-mentions effectively

@-mentions are central to ensuring that the right people are notified. When @-mentioned, a notification is received in Zendesk and (if configured) via email.

• Tip: With several participants, the most important recipient can be @-mentioned separately to ensure quick attention.

Close Side Conversations when they are resolved

Open Side Conversations can create ambiguity. When the dialogue is concluded, it is good practice to mark the conversation as "resolved" or "closed". This signals that the discussion is finished and keeps the ticket overview tidy.

Advanced tips and tricks

Once basic use is in place, Side Conversations can be used in more advanced ways to increase the impact.

Integration with other Zendesk features

Side Conversations can be combined with other parts of the Zendesk ecosystem.

• Macros: Macros can be created to start standardised Side Conversations. For example, a macro "Escalate to Team Leader" that starts a Side Conversation with the relevant team leader and inserts standard text such as: "Hi [Team Leader], this ticket requires your attention due to [reason]. Could you please take over?"
• Triggers and automations: Triggers can react to the creation of a Side Conversation, for example by adding the tag internt_konsulteret on the first Side Conversation. This can be used for reporting and pattern recognition in complex tickets.
• Knowledge base: Within a Side Conversation, you can link to articles in an internal or external knowledge base, for example for documentation or procedure confirmation.

Using Side Conversations for quality assurance (QA)

Traditional QA is often reactive, where closed tickets are reviewed afterwards. Side Conversations can support proactive QA.

• Scenario: An agent has prepared a reply to an important customer but is uncertain about the tone. The agent can start a Side Conversation with a team leader: "I am about to send this reply. Can you read it through and give feedback?"
• The team leader can give feedback in real time, suggest changes and support the wording before the reply is sent to the customer. This can simultaneously function as an effective training method.

Analysis of Side Conversations

Zendesk does not offer direct reporting on the content of Side Conversations for privacy reasons, but their use can be analysed.

• Identify knowledge gaps: Frequent Side Conversations about the same topic with the same expert can indicate missing knowledge base articles. Solutions can be documented so that more agents can self-serve in future.
• Measure complexity: By using tags (as described above), reports can show what proportion of tickets require internal consultation. An increase can indicate increased product complexity or a need for updated training.

Troubleshooting and common challenges

Even with good tools, implementation can encounter challenges. Typical problems and corresponding solutions are described below.

Challenge: Agents do not use the feature

New tools can be difficult to incorporate, and habits can lead to continued use of email.

Solution:

1. Lead by example: Team leaders and senior agents should use Side Conversations consistently for escalation and coaching.
2. Make the value visible: At team meetings, specific examples can be shown of time savings, resolution of complex tickets or prevention of errors.
3. Incorporate into onboarding: New agents should be trained in Side Conversations from day one as a fundamental part of the workflow.

Challenge: Noise and too many participants

If too many participants are invited, notifications can be ignored, and responsibility can become unclear.

Solution:

1. Reiterate best practice: Hold short workshops on choosing participants and the principle of as few participants as possible.
2. Escalation protocol: Introduce a clear structure: first the nearest manager or go-to person; if they cannot help, escalate further.
3. Use groups (if relevant): In some cases a group may be relevant, but it should be used with consideration.

Challenge: Lack of visibility for management

Management can experience less overview if communication takes place in conversations that are only visible to invited participants.

Solution:

1. Communicate the purpose: The purpose is efficient and contextual communication, not to hide information. The audit trail still exists in the ticket.
2. Use tags and triggers: Tags can signal escalation or internal discussion and provide an overview at a high level without reading all conversations.
3. Trust in agents: Side Conversations supports autonomy and responsibility. Management's role is to set the framework and ensure professional use.

Challenge: Confusion between internal notes and Side Conversations

New agents can be uncertain about when to use which feature.

Solution:

1. Visual differentiation: An internal note is a flat block of text, while a Side Conversation is a clearly delineated, chat-like thread.
2. Simple rule of thumb: Use a note to tell someone something. Use a Side Conversation to ask about something. If a reply is expected, it is a Side Conversation.

The future of internal collaboration in Zendesk

Side Conversations is a significant step in the evolution of internal collaboration in customer service, and the development is expected to continue. It can be expected that close and contextual integration will become more widespread and intelligent over time.

One possible development is that artificial intelligence (AI) will take on a greater role, for example by suggesting relevant Side Conversations based on the content of the ticket or by summarising long Side Conversations into key points for quick review.

Deeper integrations with systems such as Jira, Slack or Microsoft Teams can also be expected, where a Side Conversation could, for example, create a corresponding ticket in Jira and synchronise status between the systems.

Whatever the further development, Side Conversations underlines a fundamental point: a strong customer experience is supported by a well-informed, efficient and collaborative internal team. When agents gain access to tools that make it possible to draw on the organisation's collective knowledge in real time, service quality can be strengthened, and the organisation's ability to listen to, learn from and respond to customer needs can be improved. Side Conversations thus functions not only as a tool, but also as a step towards a more open, agile and knowledge-sharing working environment.