Three products, one support team, an agent for each

SE Ranking builds SEO software: rank tracking, website audits, keyword and competitive research, white label and an API. The same company runs Planable, a social media planning tool, and SE Visible, for tracking how a brand shows up in AI search. Support for all three runs in Zendesk, from a team across 16 countries covering all timezones.

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Three products means three help centers and three kinds of customer, but one support team. A Planable chat and an SE Ranking chat need answers from different knowledge, and a question that lands at the wrong desk still has to be answered, not bounced.

The team wanted live chat answered at once, in the customer’s language, without the bot promising things the team could not deliver: a live agent joining now, a discount, a refund. They also wanted to measure it. Cody Crawford asked for an ai_handled tag on every ticket eesel touches, plus helpful and not helpful tags, so containment is counted in Zendesk, not guessed.

SE Ranking connected eesel to Zendesk in March 2026. Each product has its own agent, fed by its own help center and website: about 14,100 help center pages and 2,700 web pages in total, with the Zendesk sources resynced every Monday and Thursday. All three share one set of rules for how to talk: plain language, active voice, no jargon without an explanation, one emoji at most.

• Live chat. eesel searches the knowledge before it says anything, then replies and asks “Was this response helpful?” with Yes and No buttons. It never invents a menu or button it did not find. If the customer says their screen does not match, it stops troubleshooting and hands over with a note on what it told them.
• Handovers. A request for a person, a refund, a trial extension, an ownership transfer, or the same question asked twice goes to the team with the customer’s name and email. eesel says to expect a reply in one or two business days, never that someone is joining now, and never promises a customer success manager or a salesperson. On weekends it creates a ticket instead.
• Tier 2. Wrong data in Competitive or Keyword Research, white label setup, audit questions, the API and Looker Studio become a ticket for the EN Tier 2 group, with the domain, audit link or connector screenshot collected first.
• Wrong desk. A Planable question on the SE Ranking chat is still answered. The agent never tells a customer they contacted the wrong team. It answers what it can and leaves a note on which product the ticket is really about.
• Email tickets. On Planable and SE Visible a new email ticket gets a draft reply as an internal note, labelled for the team to review and send. Billing never gets a draft, only a note on what eesel could find for the billing specialist.
• Teammates. On SE Visible, @eesel in an internal note gets an answer written for an agent, citing the article or ticket it came from.

Between 8 August and 8 September 2026 eesel handled about 4,650 conversations across the three products: 2,100 live chats and 2,550 tickets. It ran about 6,750 knowledge searches and sent 5,900 chat replies. It handed about 1,260 chats to the team and created about 400 tickets for Tier 2 and weekend cases. On tickets it left about 2,600 internal notes, most of them drafts for a person to send. Weekly volume roughly doubled in August, from around 600 a week in July to over 1,000.

Cody Crawford runs the setup. Email is where they want to go further. SE Ranking is testing eesel replying to email tickets directly, on test tickets picked out by subject line, with a tag on each ticket saying whether the thread is open, resolved, escalated or with a person. Money questions and Tier 2 routes go straight to a person with a short handover reply. Everything else gets one reply per customer message, five at most, and the thread is tagged resolved once the customer says it worked. An onboarding agent for the help center’s getting started guide is being set up too.