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Zendesk Startup CX Awards: Trust & Will

Finalist for Seamless CX category

Trust & Will

Company Headquarters

San Diego, California

Number of Employees


Company founded



Chatbot CSAT

33 sec

Average chat first response time


Agent CSAT

Trust & Will believes that estate planning should be simple, affordable, and inclusive. By offering secure online resources and documentation, the company has helped hundreds of thousands of families create a customized plan to leave their legacy. Delivering quick answers and a positive customer experience is also a top priority for Trust & Will. The key to success has been leveraging seamless support via email, phone, and AI-powered live agent chat, as well as FullStory to view user activity on the website.

Since implementing AI to tag conversations, Trust & Will’s member program has been able to identify customer pain points faster and drive improvements to prevent issues from recurring. The team uses a combination of the Zowie chatbot and Zendesk to handle around 36 percent of customer conversations, with an average first response time of 33 seconds. If the inquiry cannot be resolved via chatbot, the ticket is automatically escalated to a support team with a summary of the customer conversation. Trust & Will has already achieved a 95 percent chatbot CSAT and come closer to its goal: a first response time of 30 seconds or less following bot-to-agent handoff.

As customers go through the flow of creating an estate plan, they can also schedule a call in-app to speak to an agent. All scheduled calls pop up in Zendesk as a ticket showing the topic of concern, which allows the team to see customer details and a complete history of communication. In addition to improving phone support, creating efficiencies in customer service has helped Trust & Will achieve an email SLA of 12 hours (same day response) and a 93 percent agent CSAT.

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