Imperial Brands operates in roughly 120 countries. From its UK headquarters, the team manages consumer brands including Blu and Pulze across markets with different regulations, languages, and product lines. That complexity reaches every part of the business, customer support included.
A menu of more than 1,000 options
As Imperial Brands expanded, its Zendesk instance grew to more than 1,000 form options. An agent opening a ticket faced a huge menu of fields, most of which had nothing to do with the market or product in front of them. Finding the right field took time, and with so many similar options, it was easy for anyone to pick the wrong one.
Ticket handling slowed down, reporting fragmented across markets, and fields were used inconsistently. The team needed a way to show agents only what mattered for the market they were working in and the product they were supporting.
Forms that know where the agent is working
Imperial Brands adopted Formset so that forms adapt to location and product inside Zendesk. A trigger sets the location, and Formset shows only the options that apply to that market and product.
Form rules control which fields and values appear under which conditions, and Ticket Classification Hierarchies keep each market and product line on its own path without the logic colliding. The result is a single Zendesk instance that behaves differently for an agent supporting Pulze in one market than for one handling Blu in another. The context does the filtering, and agents can get on with the ticket.
Faster tickets and data that lines up
Agents now spend less time working through form options and more time resolving tickets, with fewer wrong fields along the way. Because they consistently complete the right fields, field usage has become consistent and reporting now holds together across markets, giving Imperial Brands cleaner data to run its operations on.
Customers have felt the difference too. As the agent experience became simpler, customer satisfaction improved.
In their words
"Keeping things simple allows us to deliver the best customer service. A better experience for agents results in greater customer satisfaction. Formset allows us to keep things simple. The agent's experience correlates with the customer's experience."
Customer Soundbite
Room to go further
For Imperial Brands, simplicity is the point: a better experience for agents leads to a better one for customers. With classification and form context under control, the team has since explored Flowset, extending Agent Navigation with Navigation Maps that can guide more of the ticket journey.
