ZendeskThe company
Adverscale describes itself as an advertising and automation tech company. It builds and runs a portfolio of 15 or more self-funded online startups, with a team spread across more than ten countries.
Several of those startups are passport application services: private companies that help people prepare and submit a US passport application, and are not the US Department of State. They share one customer support team and one Zendesk, and the same questions come in for all of them.
The problem
A passport application desk hears the same things all day. What did I pay for, why is there a separate government fee, where is my passport, how do I activate my Global Entry card. Each answer has to be right for the brand the customer used, and it has to be careful: the company prepares and submits the paperwork, it does not control how long the State Department takes.
The team wanted those answers written and sent without a support agent typing each one, while keeping the decisions that matter, refunds above all, with a person.
How it runs
Adverscale connected Zendesk to eesel in April 2026 and set up an agent called Emily. She only ever works on a ticket a support agent has pointed her at, by mentioning @eesel in an internal note.
- One agent, several brands. Emily picks the brand from the ticket and keeps every message to that brand: its name in the greeting, its sign-off, its own contact page.
- Billing, fees, status checks and Global Entry card activation are answered directly on the ticket in plain English, with no emojis, and the ticket moved to pending while the customer replies.
- For a status or billing question she looks the customer's order up first, so the reply carries the details rather than asking the customer for them again.
- Refunds and cancellations are never decided in a reply. They get an internal note for the team.
- Every run ends with an action. If a ticket is out of scope, Emily says so in an internal note rather than staying silent, so the support agent knows she looked.
- Tickets are tagged and their fields updated as she goes, and a ticket that needs a specific team is assigned to that group.
A month of work
Between 8 August and 8 September 2026 Emily worked about 2,400 Zendesk tickets. She sent about 1,600 replies to customers, left about 2,700 internal notes, updated fields on about 1,300 tickets, tagged about 1,000, assigned about 290 to a group and closed about 50. She also wrote about 340 draft replies for the team to send themselves. Most of the work happens in the US afternoon and evening, when the desk is busiest.