From the code-heavy trenches of research and development (R&D) to the dynamic realm of customer support, Moshe Anisman’s professional journey has been anything but conventional. His transition from software development to customer-facing roles, coupled with his expertise in platforms like Zendesk, offers a compelling narrative of adaptability, innovation, and dedication.
From Developer to Customer Advocate
For Anisman, the leap from software development to customer operations wasn’t a planned career move—it was a challenge. While leading a complex Telco project as a developer, his CEO asked him to manage the delivery due to his deep technical expertise. “I found myself managing all aspects of customer relationships,” Anisman recalls, “from delivery and support to planning future implementations and product roadmaps.”
That immersive experience, balancing technical and interpersonal demands, marked a turning point. “There was simply no way back to R&D,” Anisman states.
As he was exposed to customer operations, he developed the groundwork for his management philosophy: balancing customer expectations with company goals while maintaining credibility on both fronts. His career blossomed in startups like Mercury Interactive, a company that successfully went public, and later as a consultant specializing in Zendesk.
Lessons in Leadership
Throughout his career, Anisman leaned on a few guiding principles. He always embodied the mindset of a “Doer” who is unafraid to roll up his sleeves and tackle tasks, regardless of his rank. Anisman is also an advocate of open communication. He believes in fostering discussions, respectful debates, and fully supporting decisions even if they initially go against his opinions.
The Zendesk Expertise
Anisman’s sudden introduction to Zendesk consulting was serendipitous. When a friend needed a project manager for Zendesk end-to-end implementations, Anisman seized the opportunity despite having no prior experience with the platform. His excitement and determination led him to offer his first project free of charge, a move that paid off in spades as he quickly mastered the tool.
“Zendesk is far more than just a support tool,” he explains. “Its API and Marketplace allow businesses to implement processes beyond traditional support functions under one license.” Features like Omnichannel Routing and Liquid Scripting have proven particularly impactful in reducing handling times and enhancing efficiency.
Omnichannel Routing streamlines handling times by intelligently routing tickets from all channels based on an agent’s capacity, skill, and ticket characteristics. Meanwhile, Liquid Scripting enables advanced ticket data querying and manipulation, such as generating a random OTP per ticket for authenticating the requestor.
For Anisman, the ability to integrate real-time data into chatbot interactions is a game-changer and a personal favorite. “Imagine providing customers with real-time answers—like refund eligibility and cancellation statuses—without agent intervention,” he says.
Overcoming Challenges
Implementing Zendesk isn’t without its hurdles. Misaligned processes, unclear requirements, and insufficient maintenance can impede success. Anisman stresses the importance of aligning business workflows with Zendesk’s capabilities. The platform is flexible and ideal for smaller or younger companies where processes are usually less rigid and easier to adjust.
However, if a company’s needs are too complex or constrained, it’s better to consider alternatives. “Zendesk is excellent when its features and marketplace apps align with business needs, but it’s not a full development platform,” he warns.
Anisman also highlights the importance of staying updated on Zendesk’s frequent feature rollouts. “Regularly reviewing workflows, automations, and triggers ensures the system remains effective with your needs and avoids problems down the line,” he advises. Additionally, a robust knowledge base (KB) can significantly enhance both customer self-service and agent efficiency.
The Role of AI and Automation
Zendesk’s AI and automation features are another area where Anisman sees great potential. From generative AI for chatbot responses to automated ticket summarization, these tools enhance both user satisfaction and agent productivity. However, he underscores that AI’s success hinges on a well-maintained knowledge base and historical ticket data.
Advice for Businesses
For companies considering Zendesk, Anisman recommends a thorough discovery process to align needs with the tool’s capabilities and full integration of Zendesk with their knowledge base and core systems. After all, no solution is perfect, but the platform offers an excellent balance of functionality, ease of use, and rapid deployment. He often uses free trials to showcase key features, showcasing the practical uses of Zendesk in addressing business challenges.
Anisman believes Zendesk can transform customer service by empowering customers to resolve issues independently and equipping agents with the right information when needed. “Things like faster response times, improved customer satisfaction scores, and more streamlined workflows aren’t just abstract goals—they become tangible results that prove the work done,” he proudly says.
The Rewarding Path Forward
For Anisman, the most gratifying part of consulting is witnessing the transformation of businesses with no support infrastructure. “Support is often treated as an afterthought,” he observes, “but with Zendesk, even smaller companies can achieve remarkable results quickly.”
Anisman’s journey is a testament to the power of adaptability and lifelong learning. Whether guiding startups or established enterprises, his expertise continues to shape the evolving landscape of customer support.
