Case Study: Bing Lee achieves unified omnichannel support and 91% CSAT with Zendesk

With Zendesk, Bing Lee continues its tradition of putting customers first

Bing Lee is a family‑owned Australian electronics retailer with a reputation for customer-first service facing the challenge of staying relevant as online shopping and customer expectations rose. The company relied on email and manual workflows that fragmented communication between customers, stores and online operations, and needed a cloud-based, scalable solution that could integrate with systems like Magento and scale seasonally across 38 stores.

Bing Lee implemented Zendesk Chat and then Zendesk Support, rolled out to its online team, stores and audit team, with a custom Magento integration and tools like Google SSO and ChannelReply. The unified platform streamlined click‑and‑collect, produced Bing Lee’s largest seasonal uptake (Christmas 2017) with one in three customers returning, handled roughly 3,000 chats and 4,000 emails monthly, improved agent productivity and delivered a 91% average CSAT.

Bing Lee

Nigel Price

Head of E-commerce