Article âĒ 4 min read
The art of business analysis in customer support
āđāļāļĒ Kara Martens, Marketing communications manager
āļāļąāļāđāļāļāļĨāđāļēāļŠāļļāļ September 22, 2020
Jen Neulsâ early career was in the arts. Now as Senior Business Analyst for Zendeskâs Advocacy team, sheâs proving that solving big challenges is an art form in itself.
After studying theater in college, she was a theatre producer and stage manager. Some of her favorite productions were part of a theatre series with a rotating repertoire. Her troupe put on two different shows a dayâeach with new sets, props, and actorsâsix days a week for an entire summer.
That whirlwind experience is akin to what she does today, and not just because stage management is about being detailed oriented and managing a dizzying amount of logistics.
âWorking really hard and accomplishing something that seemed so big and impossible is the just the biggest rush,â she said. âIn fact, itâs the reason that I like doing the work that I do now. I love taking on really big projects and being able to do things where people say, âThis is just an insurmountable challenge. I donât know how we would ever be able to do it or if we can do it.â I love being able to say, âLetâs look into it. Letâs try it. It would be really hard, but hereâs what we would have to do to make it work, and I think we can do it.ââ
Getting to the root of the problem
Thatâs where business analysis comes in. It starts with a problem a company needs to solve. Business analysts dive in, research the topic, digest their findings, and deliver potential strategies their organizations could pursue. For Jen, that often means finding ways Advocacy can improve processes that make the Zendesk customer experience better.
âIâll often joke that when people ask âWhat is business analysis?â, I say: âYou know all those times that people say, âsomebody should look into that?â Iâm the person who looks into that.ââ
One recent example: she helped assess how the customer support team should make the switch to a new internal communications tool while meeting all of the teamâs requirements. This was a mission critical exercise because of Advocacyâs reliance on real-time collaboration with each other to solve customer issues.
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While anyone can look into a problem, she said, business analysts are dedicated resources who have a diverse set of necessary skills. Being able to create actionable plans from mountains of information, consistently doing due diligence on every project, and being able to assess the current tolerance for change are important.
But whatâs critical is getting to the root of the problem by always asking âwhy?â and being curious. âThat is, at its core, one of the most fundamental skills,â she said.
Thinking creatively about whatâs next
For the past seven years, Jen has done business analysis for tech companies, which are among the many businesses today that are always changing. That fast-paced rate of change means companies, including customer service organizations, need to look further ahead than in the past.
âIs it possible next year that thereâs a brand new channel that we havenât even discovered yet?â Jen said. âWill that be coming to us in the next 12 months, 24 months? What if it does? Should we think through that? Maybe the answer is no, but we at least need to ask the question.â
Jen joined the Advocacy Operations team at Zendesk a year ago in the Madison, Wisconsin office. When she doesnât have her BA hat on, sheâs designing other hats (and wigs and costumes) for her next cosplay creation. Or sheâs at home tending to her garden, riding her bike, playing video games, or watching âgeekyâ TV shows and movies with her husband and three cats by her side.
She also has a personal mantra that comes in handy for her work as a business analyst: âDance like nobodyâs booing.â
âDance like nobodyâs booing.â
â Jen Neuls
When working on a project, sometimes daring to ruffle some feathers leads to the best solution. One way Jen does this is to ask a question thatâs borderline outrageous about how a problem could be solved. At first, some will scoff at such an off-the-wall notion. But then it kickstarts a productive conversation that might never have happened.
âUsually, that particular idea doesnât actually get championed, but what comes out of the discussion is super useful,â she said. âThatâs dancing like nobodyâs booing.â
For more from Zendesk advocates:
Abel Martin, on building great internal partnerships
Arthur Mori, on what everyone should know about Tier 1 support
Benjamin Towne, on mentoring and offering constructive criticism
Rodney Lewis, on setting up an internal shadowing program
Sarah Kay, on her move from advocate to data analyst
Ramona Lopez, on rolling out an advocate recognition program
Aurash Pourmand, on practicing customer empathy
Anna Lee Ledesma, on the skill every great chat agent needs to have
Mark Fado, on providing dedicated 1:1 client support
Justin Helley, on advocacy training and development
Guillaume Deleeuw, on problem-solving in Tier 2 technical support
DeShawn Witter, on providing support in your community
The Tier 3 team, on bringing a hive mentality to work
Peachy Garcia, with best practices for handling chats