Privy scales customer service with Zendesk AI

Trusted by more than 68 million verified users, Privy is one of Indonesia’s leading digital trust platforms. The platform allows users to verify their identity, securely access digital services, and electronically sign documents with the same legal standing as physical signatures.

“Privy helps make digital transactions easier—saving time, money, and effort,” Putri Kartikawati, Vice President Consumer Experience at Privy, explains.

As demand grew in Indonesia’s competitive digital trust market, Privy needed a customer service operation that could keep up.

Building trust through service

At Privy, trust is the foundation of every great digital experience—and its customer service is no exception.

“We work hard to earn our customers’ trust as problem-solvers,” Kartikawati says. “Our goal is to provide a service that keeps customers satisfied and confident in continuing to use Privy.”

Delivering strong customer support has become increasingly important as Indonesia’s digital trust market continues to grow. Privy differentiates itself not only through its technology, but through customer support that is fast, accessible, and reliable.

“Our competitors don’t offer 24/7 customer service—but we do,” Kartikawati says. “We’ll always strive to provide our customers with the best customer service possible.”

From manual work to smarter workflows

Before Zendesk, Privy’s support team faced several operational roadblocks.

“Our tickets had to be created and assigned manually,” Kartikawati says. “The licensing costs of our previous platform were high, and key features came with restrictions.”

Zendesk helped Privy simplify the support environment. Tickets can now be created within the platform and assigned to agents automatically, giving team leaders better visibility into workloads and helping agents focus on customer issues instead of administrative tasks.

“After implementing Zendesk, many of those challenges were resolved,” Kartikawati says. “Ticket creation and assignment became easier, the licensing costs became more manageable, and several essential features were provided with no hidden costs and supported by a professional team.”

The improvements also helped Privy respond to customers faster across key channels. After implementing Zendesk AI, email first reply times improved by 67 percent, while social media response times improved by 83 percent. WhatsApp response times also improved by 75 percent.

AI helps agents focus on complex cases

As Privy looked for ways to digitize and expand its global footprint, the team turned to Zendesk AI. The goal was simple: resolve straightforward issues automatically and escalate only the more complex cases to human agents.

“The use of AI makes our team more effective,” Kartikawati says. “It simplifies the work of human agents so they can focus only on cases that are truly complex.”

Privy uses Zendesk AI to understand customer conversations, improve self-service, and determine which cases require escalation. By training AI with better knowledge and use cases, the team saw a significant decrease in cases requiring human support.

“At first, some users felt confused because we needed to improve our AI knowledge,” Kartikawati says. “But Zendesk showed us how to improve it. After we implemented those suggestions, customers were more satisfied.”

After implementing Zendesk AI, Privy reduced the number of tickets escalated to human agents by 50 percent, allowing agents to focus their time on more complex customer issues.

Even as automation increased, Privy maintained strong CSAT scores between 85 percent and 87 percent.

Supported by a hands-on Zendesk team

Zendesk’s support and AI specialists helped Privy’s team move from setup to optimization.

“We’ve built a strong collaboration with Zendesk,” Kartikawati says. “Zendesk provides what we need, backed by strong support from a professional team.”

Zendesk’s guidance was especially valuable as the team learned to set up and manage AI.

“Zendesk has support specialists to help us solve our problems,” Rita Astrida, Support Manager at Privy, says. “Zendesk’s support team was hands-on from day one. The articles are also very helpful for understanding how Zendesk works.”

The future: fewer handoffs, faster service

Looking ahead, Privy sees AI playing an even larger role in customer experience. The team wants AI to become more proactive—not only solving the customer’s immediate issue, but suggesting the next best action before the customer even has to ask.

“If I imagine the future, AI will continue to be a tool that empowers our team,” Kartikawati says. “And we will never lose the human touch.”