The Coffee Club serves up higher CSAT with new contact center solution

The Coffee Club was founded in 1989 with a single store in Brisbane and now has over 400 locations worldwide. Its parent company is MinorDKL, a leading Australian retail food franchise that owns some of the country’s most popular brands, including Coffee Hit, Veneziano, along with The Coffee Club, its largest brand.

Franchisees primarily run the Coffee Club, which has a successful track record of meeting the market demand for high-quality food, coffee, and service. The Coffee Club’s locally-owned cafes are renowned for their inclusive culture and warm hospitality and cater to a diverse clientele, from millennials to families with children and grandparents.

Seeking a more robust contact center platform

The Coffee Club’s legacy contact center platform, which prioritized voice as the main channel, did not provide adequate tracking capabilities, flexibility, or the ability to integrate with external systems. As a result, the company’s Voice of Customer (VOC) team started looking for a contact center solution to improve service to their members.

The team wanted all customer information in one place and wanted to be able to track customer interactions, including the frequency of communication, membership status, and any other vital details. Another key requirement was to consolidate the multiple mailboxes they were using, including the mailboxes for online shopping, gift cards, and general feedback.

Additionally, many loyalty program customers preferred to connect by telephone, so The Coffee Club needed to ensure its phone interactions were as robust as possible. The team also wanted to integrate the company’s social media channels into the platform.

After carefully considering and evaluating different contact center solutions available in the market, The Coffee Club VOC team decided to implement a cloud-based solution.

An AI-powered solution with intelligent routing and real-time analytics

After researching several solutions, The Coffee Club team decided on a solution from Local Measure, a leading CCaaS (Contact Center as a Service) and advanced voice solutions provider integrated with Amazon Connect, AWS’s AI-powered contact center solution.

Since then, Local Measure has been acquired by Zendesk with the offering name changed to Zendesk Contact Center. The built-in integration with AWS Connect unifies digital and voice channels within a single intelligent platform, delivering scalable, secure, and flexible AI-powered voice and CCaaS solutions.

With voice as its primary CX channel, The Coffee Club has found that Zendesk Contact Center provides advanced features that are crucial for the company’s contact center operations. The platform’s intelligent routing and real-time analytics have proven to be highly effective in improving first-contact resolution rates.

With advanced routing, customers are automatically directed to agents who are best suited to handle their specific needs, while real-time analytics provide insights that enable a supervisor to provide immediate support or make adjustments as needed.

Train-the-trainer sessions were incredibly successful in facilitating the onboarding process for new agents, meaning that new agents could start being effective within one or two days. This streamlined approach enabled the contact center head to effectively train both the onshore and offshore teams in just a matter of hours.

Personalized CX ups customer satisfaction and loyalty

The Coffee Club has not only enhanced its customer service experience, but also improved call handling efficiency with Zendesk Contact Center. This powerful tool has allowed them to prioritize voice interactions and deliver personalized and effective support to each customer, resulting in higher satisfaction and loyalty.

Overall, the team saw exceptional quantitative results, including:

— Customer Satisfaction (CSAT) increased by more than 12 percent

— Average Handle Time (AHT) dropped by 40 percent

“Now our agents can see who is calling and personalize the call,” says the company’s Voice of Customer Manager. “It not only saves time for everyone, but It’s really lovely to hear customers’ positive reactions: ‘Oh, you know who I am!’”

Additionally, The Coffee Club’s VOC team now has valuable insights into call volume and can categorize calls using resolution codes. This has significantly improved the team’s ability to interact with customers over the phone, as they can now record and refer back to calls for coaching and training purposes, especially for the offshore team handling Australian calls.

Also, the ability to refer back to calls has facilitated better customer communication and helped the team understand the nuances of language.

A special experience for every customer

The seamless integration of CRM into Zendesk Contact Center has provided customer service agents with swift access to customer details, leading to an improved customer experience.

With the ability to identify callers and their membership status, agents no longer need to ask unnecessary questions and can instead provide quicker and more personalized interactions. The positive feedback from customers who feel appreciated and valued is proof of the system’s effectiveness.

In addition, Zendesk Contact Center has been extremely valuable for The Coffee Club’s reporting capabilities. The team can now identify trends and make informed business decisions by analyzing call types, volume, and team actions.

‍The Coffee Club further enhanced its customer experience by integrating Jira to display the status of issues raised by customers and create new tickets while agents are still on a call.

Overall, the implementation of Zendesk Contact Center and Amazon Connect has transformed The Coffee Club’s customer service approach and allowed them to deliver a special experience for every customer.

Publish Date September 30, 2025