Zendesk offers an event-based workflow feature that empowers you to establish automated processes triggered by specific ticket events within the platform. Utilizing these event conditions, CFM surveys can be automatically dispatched to customers to gather post-support feedback, thereby ensuring prompt and consistent insights into customer satisfaction.

Automatically trigger workflows in CFM from Zendesk ticket events by using Zendesk ticket fields as dynamic placeholders within surveys, enabling end-to-end actions such as profile creation, survey distribution, and transaction updates to run seamlessly without any manual intervention.

Business Use Cases

• Manual feedback collection overhead: It removes the requirement for agents or managers to manually initiate customer feedback surveys once a ticket has been resolved.

• Delayed or poorly timed customer feedback: To ensure timely feedback, CFM surveys are dispatched immediately following pertinent ticket events, allowing for the capture of insights while the support interaction remains vivid.

• Inconsistent survey delivery: Establishes consistent guidelines for the timing and method of distributing post-support surveys, thereby lessening inconsistencies among agents, teams, or geographical areas.

• Lack of visibility into support quality: Delivers reliable and organized feedback information, assisting teams in evaluating the effectiveness of their support and the level of customer satisfaction.

• Difficulty scaling feedback processes: It enables the handling of a large number of tickets without requiring additional operational effort, thus allowing feedback collection to scale effectively as support teams expand.

Key Features

• Improves customer experience: Collecting feedback promptly following support interactions helps customers feel acknowledged and appreciated.

• Increases operational efficiency: The system automates the dissemination of surveys, thereby minimizing the manual workload for support and operations teams.

• Drives higher-quality feedback: Context-specific and event-triggered surveys provide customer insights that are notably more accurate and relevant.

• Enhances support quality and accountability: It allows teams to consistently assess the performance of agents and processes, paving the way for targeted coaching and quality enhancements.

• Scales seamlessly with business growth: Manages a growing number of tickets efficiently, without introducing additional operational complexity or requiring further resource investment.

Prerequisites

You would need View Automation, Edit Automation and Delete Automation permissions at the Survey Level inorder to set up Zendesk Event Based Workflow.

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Setting up Zendesk Event Basedk Workflow

The following steps are listed below to setup Zendesk Event Based Workflow:

1. Access a Survey within CFM and navigate to Automations within the survey.

2. Click + Automation.

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3. Go to Select Automation Type pop up window and select Workflow and click Next.

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4. Select Zendesk Event Workflow as the workflow event when configuring the workflow. Please refer to the right to learn more details and click Next.

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5. Go to Workflow Details section and fill in the details:

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   1. Workflow Name: Add a meaningful name to the workflow.

   2. Description: Add a description to the workflow details.

   3. Start Workflow From: Choose a date for the workflow to begin.

   4. Run Workflow Until: Choose and end date for workflow and click Next.

6. Go to Account Setup page and configure the Zendesk Account and copy the callback URL into you connected Zendesk account as the webhook endpoint.

   If no account is connected or if you need to link a new one, simply click on "+ Zendesk Account." This will redirect you to the Sprinklr Marketplace, where you can connect and install the Zendesk connector. Your progress will be saved.

   1. Install the Zendesk Connector by entering details inlcluding App Name, Description, OAuth Details and adding a Zendesk account. The Zendesk Connector must be installed using a Zendesk Admin account (or a custom role with equivalent permissions), as only these roles are authorized to create and manage webhooks and configure ticket triggers required for event‑based workflows.

   2. Once authenticated and set up, return to the same tab. The account will now appear in the list, allowing you to select it and proceed with the next steps.

7. Zendesk uses it to send ticket event notifications back to Sprinklr CFM.

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   1. Select the Zendesk Ticket Fields which will be fetched from Zendesk and available for use within workflow and survey.

   2. After selecting the required Zendesk ticket fields, copy the generated JSON payload and paste it into the webhook action while configuring the Zendesk trigger to ensure the selected ticket data is sent to Sprinklr CFM.

   3. You can refresh the Zendesk ticket field and sync Zendesk ticket fields.

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   4. Copy the webhook payload and use it while configuring a Zendesk trigger through “Notify Active Webhook” in Zendesk and click Create.

8. Click Create to proceed, and you will be directed to an empty canvas where you can set up your workflow with actions and conditions.

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9. The next step is to add actions and conditions, which will define the journey and flow within the workflow. Click on the plus button, and you will see a list of all the supported actions and conditions available.

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   1. Add a condition by clicking the plus icon.

   2. Once the conditions are set, you can add actions by clicking the plus icon. These actions are triggered based on the conditions defined earlier, allowing you to automate responses accordingly.

   3. The conditions and actions supported in the Zendesk Event Workflow are as follows:

      Conditions

      The conditions are listed below:

      Bucket	Elements	Description
      Journey Processes	Trigger Survey Distribution	Select an already created trigger-based survey distribution from Email, SMS, or WhatsApp channels, and this action will trigger them based on the conditions set in the workflow.
      	Custom Field Actions	Set case or profile custom fields directly or copy them from workflow variables.
      	Update Properties	Updates supported custom properties, attributes, or metadata available from workflow variables.
      	Decision Box	Adds a decision point in the workflow to branch based on specific conditions. Supported assets include cases and others.
      	Survey Distribution Status	Adds a decision point in the workflow to branch based on distribution status.
      Communication	Send Resolved Message	Sends follow-up messages such as emails, SMS, or WhatsApp. The message can be customized using workflow variables.
      Records	Get Records	Retrieves data from records in Sprinklr entities to use in subsequent actions or conditions.
      Utility	Go to Node	Directs the flow to a specific node in the workflow, allowing for custom paths.
      	Add or remove from queues	Adds or removes cases from specific queues based on workflow conditions.
      Actions	End Event	Marks the end of the workflow, signaling that no further actions are required.
      	Create Record	Creates a new record based on information in the workflow.
      	Update Record	Modifies an existing record based on workflow triggers or conditions.

10. You can access the event callback URL or webhook payload template by editing the Zendesk event node.

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11. To enable the Zendesk Event Workflow, you must configure a webhook and trigger in Zendesk so ticket event data can be sent to Sprinklr CFM.

    1. Create a Webhook in Zendesk

       1. In Zendesk Admin Center, navigate to Apps & Integrations → Actions & Webhooks → Webhooks.

       2. Create a new webhook that sends an HTTP POST request.

       3. Paste the event callback URL generated in Sprinklr as the Endpoint URL.

       4. This webhook will be used to notify Sprinklr when defined Zendesk events occur—such as when a ticket is created, updated, or closed.

    2. Define a Trigger in Zendesk Business Rules.

       1. Go to Objects and Rules → Business Rules → Triggers in Zendesk Admin Center.

       2. Create a new trigger and specify the conditions under which it should fire
          (for example, Ticket is Created, Ticket Status changes to Closed, etc.).

       3. Under Actions, select Notify active webhook and choose the webhook you created earlier.

       4. Paste the JSON payload copied from the Sprinklr workflow into the request body.

          This payload should include all required Zendesk ticket fields (for example, {{ticket.id}}, {{ticket.status}}, and other placeholders) needed to trigger and evaluate the workflow in Sprinklr

          CFM.

Best Practices

• Configure Zendesk triggers carefully to prevent over‑triggering workflows and unnecessary executions.

• Include only the required Zendesk ticket fields in the payload to keep data processing efficient and manageable.

• Trigger surveys at consistent stages of the ticket lifecycle (for example, after ticket resolution) to ensure feedback is meaningful and comparable.

• Use Zendesk ticket data as placeholders to personalize surveys and make them more relevant to the customer’s experience.

• Start with a limited set of events or workflows, validate behavior, and gradually expand once stability is confirmed.

• Regularly review workflow executions, response rates, and error logs to maintain accuracy, performance, and reliability over time.

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