Sunshine Technical Guide
SunshinetechnicalguideSunshine technical guide1
Table of contents01Bringing customer experienceteams out of the dark04Developing for SunshineTechnical requirementsResourcing02The elements of SunshineUnified ProfilesCustom Events05Custom ObjectsSunshine foundationsArchitecture overviewAmazon Web Services (AWS)Sunshine Workflows (EAP)Sunshine ConversationsZendesk Events Connector forAmazon Eventbridge0306ConclusionResourcesSunshine use casesSupercharging the support experienceCreating a complete view of the customerExtending the Zendesk data modelBuilding custom functionalityAutomating workflowsPowering external appsCreating an agile source of customer dataApplying machine learning and analyticsSunshine technical guide2
Bringing customerexperience teamsout of the darkUse this guide to dive into thearchitecture of solutions builton Sunshine—and learn how toconnect your data across yourorganization to create seamless,more personalized customerexperiences.Customer expectations are higher than ever. Customersexpect you to deliver easy, fast, and personalizedexperiences—and even provide them with what they’relooking for before they ask for it.But with enterprises managing 3 times as much data asthey did 5 years ago, delivering the tailoredexperiences your customers have come to expect canbe complicated. The technology footprint of moderncompanies is constantly growing while customer data isincreasingly siloed across outdated systems. The endresult is that customer experience teams can’t accessthe customer information they need, when they needit—they’re essentially left in the dark.That’s why high performing customer experience teamsare harnessing the power of connected customer datato create a single view of the customer that spanschannels. The value of connecting and making yourcustomer data actionable is clear—companies that doso resolve tickets faster, are more operationallyefficient, and deliver better customer experiences,according to Zendesk’s Customer Experience TrendsReport, 2020.Sunshine technical guide3
Bringing customer experience teams out of the darkThis is where Zendesk Sunshine bringscustomer experience teams out of thedark. Sunshine is our open and flexibleCRM platform that lets you seamlesslyconnect and understand all yourcustomer data. With Sunshine, you canput your customers—not legacy CRM—at the center of your business.Today on Sunshine, Zendeskcustomers are building a wide rangeof applications to do everything fromenabling agents to access all therelevant context they need to buildbetter customer relationships toenable proactive support.Sunshine isOPEN AND FLEXIBLEBased on open APIs, Sunshinedoesn’t lock you into using proprietarytech. It lets you leverage thetechnology investments you’ve alreadymade and surface data wherever youwant—whether that’s in Zendesk oryour homegrown applications.D E V E LO P E R - F R I E N D LYSunshine allows your developers touse the tools they already know andlove, empowering them to build fasterthan they can with legacyCRM systems.B O R N I N T H E P U B L I C C LO U DSunshine is native to Amazon WebServices (AWS), enabling you toharness all the power and scalabilityof AWS services.Sunshine technical guide4
The elementsof SunshineSunshine consists of powerful featuresfor storing data and managingworkflows. These features include:Unified ProfilesCustom ObjectsProfiles enable you to consolidate customerinformation from different sources—such as mobileapps, billing systems, e-commerce providers, ormarketing software—into one complete picture for allyour teams and applications.Custom Objects enable you to store and surface newdata within Zendesk, such as product catalogs andorder histories from any source. Custom Objectssupport a wide variety of structured data types,following the JSON Schema standard. This includeshierarchical data entities, such as objects and arrays.Custom EventsEvents allow you to capture every interaction tocreate a complete map of your customer journey. ASunshine Custom Event includes any programmaticactivity that your application or system can associatewith a customer, such as purchase transactions,website visits, or customer service interactions.Sunshine also includes event activity from Zendeskapps, like ticket creation or help center views.Sunshine technical guideWith relationships, your developers can createpowerful connections between objects to modelconnections between data, including one-toone, one-to-many, or many-to-many relationships.Relationships can link Custom Objects to otherCustom Objects, or to Zendesk Objects (such astickets, articles, or organizations). For example, youcan use Relationships to associate order details alongwith product information to a particular ticket.Sunshine provides REST APIs for leveraging thesedata stores, and APIs to monitor Sunshine usageas well as execute batch operations on records.5
The elements of sunshineSunshine Workflows (EAP)Sunshine ConversationsSunshine Workflows are a powerful way to automateprocesses that span Zendesk apps. Workflows areinitiated via API calls. (This feature is currently in EAP).You can use conditional and branching logic to defineyour Workflow. In addition, you can leverageSunshine Custom Objects to create Workflows todeflect tickets, automate refunds, and more.Sunshine Conversations is a flexible and developerfriendly messaging platform. It enables you to unifymessages from every channel into a singleconversation that you can share across everydepartment. Sunshine Conversations empowersbusinesses to build interactive messagingexperiences—and deliver conversational businessat scale.In the future, Workflows will be able to be extendedinto third party systems and initiated in the ZendeskUI or via Zendesk events.Zendesk Events Connectorfor Amazon EventbridgeYou can use Sunshine Conversations to addmessaging and conversational capabilities to yourwebsite or software. It enables your developers toconnect your software to popular social messagingchannels like WhatsApp and Facebook Messenger.Sunshine Conversations’ rich APIs allow forconversation management, rich messaging, usermetadata collection, account management, and more.The Events Connector enables you to stream realtime events from Zendesk into AWS. Once theseevents are in your organization’s own AWSenvironment, you can use AWS and Marketplaceservices to power advanced analysis and workflows.Sunshine technical guide6
Sunshineuse casesWe created Sunshine with flexibility in mind soyou can use it in different ways based on yourparticular needs. Below, we outline some ofthe key patterns that customers are using withSunshine today. These patterns fall into twomain categories: supercharging the supportexperience and powering external apps.Supercharging the support experienceYou can leverage Sunshineto extend and enhance theZendesk Supportexperience, providingrelevant and actionabledata to agents.Creating a complete view of the customerCreating a complete view of the customer is one of the primary use cases forSunshine, enabling you to give agents a complete, contextual picture of yourcustomer–who they are, what they own, and all their interactions with you.In this pattern, you can leverage Sunshine to aggregate and consolidate dataabout your customers from across different business applications. Theoriginal sources of data remain the source of truth for your customerinformation. A cloud integration platform drives the data synchronizationprocess and helps ensure the most current consolidated version of your dataresides in Sunshine.You can create a complete view of the customer through Sunshine’s threecentral components: Unified Profiles, Custom Events, and Custom Objects.Sunshine technical guide7
Sunshine use casesUnified Profiles enable you to surface profiles fromdifferent sources within one single customer identity,making this information easily accessible to youragents. For example, you can pull in and associate acustomer’s profile from your marketing automationsystem with their profile from your order managementsystem, and link both profiles to that customer’sZendesk user profile.Arm your support agents with the customer contextthey need by natively surfacing in Support keycustomer interactions, such as when a customer addsan item to their cart or when their order ships. Everyevent can be brought into Sunshine to empower youragents with real-time context across any system.Use Custom Objects with Relationships to model theother data elements that are critical to understandingyour customers, such as data about your products orcustomer warranty information, and relate thatinformation to a user, ticket, or organization.Sunshine provides a flexible set of options forsurfacing customer data, including:Native experiencesThe Agent Workspace: Sunshine Profiles and Eventsare visible natively in the Agent Workspace, whichenables your agents to provide support acrosschannels including phone, email, chat, and socialmessaging—all in one place.Sunshine Custom Object App (EAP): The SunshineCustom Object App (currently in EAP) allows youragents in Support to easily see data associatedwith a ticket requester. When your agents view a ticket,relevant Custom Object data is automatically surfaced.Custom experiencesZendesk Apps Framework (ZAF) provides you withthe ability to create a custom app to surface relevantSunshine data within the Support agent experience.With ZAF, you can create a custom UI or applycustom logic to Sunshine data.C U STO M E R E X A M P L EA telecommunications provider based in Latin Americauses Sunshine to provide its agents with a contextualizedand unified view of customer data from disparatesystems. Using Custom Objects, the firm built a customZendesk app that lets its agents easily visualize criticalcustomer information within the agent interface. Theapp integrates data from multiple systems into Sunshine,including Salesforce and a legacy MySQL database.CUSTOMOBJECTSSOCIALThe firm also created a custom ZAF app that autopopulates required information depending on thespecific request type, reducing the time to solve casesand enabling agents to work more efficiently.WARRANTYMGMTSunshine technical guideUSER EB CMSORDER MGMT8
Sunshine use casesExtending the Zendesk data modelSunshine allows you to augment the data model ofZendesk applications to support the uniquerequirements of your organization. For these usecases, Custom Objects and Relationships enable youto create a unified data model. Depending on yourparticular use case, you can use Objects to storeadditional information about tickets, products, orother relevant information about your business.You can use the object’s fields to store furtherinformation like ticket IDs and easily associate ticketswith other tickets.C U STO M E R E X A M P L EA large video sharing website needed to scale itscustomer service operations to support new ticketcategories, teams, and routing rules. These complexhierarchies required a level of layering that was notpossible to model in Support. Using Custom Objectsand Relationships, the company created a hierarchyof hundreds of ticket categories that enabled them toorganize and properly route specific requests from users.In addition, they created an app powered by CustomObjects to enable agents to rate the quality of therouting experience, driving continuous improvement oftheir support processes.Sunshine technical guideOBJECTSRelationshipHIERARCHYTICKETRATING9
Sunshine use casesBuilding custom functionalitySunshine can power custom applications toaugment Zendesk functionality. In this architectural pattern,Custom Objects serve as the data store for your applications.ZAF allows you to create logic to power your customapplication and enables it to surface itself in the agent userinterface via an iframe. ZAF is largely technology-agnostic,letting you use any client-side or server-side web technologyto create logic for your ZAF applications. You have two optionswhen it comes to hosting ZAF apps:Zendesk hosted: Many Sunshine applications are builtleveraging client-side technologies like HTML, JavaScript, andCSS. In these cases, Zendesk can host the ZAF application.ZAF applications interact withtheir host Zendesk applicationsvia the ZAF Client API, whichallows applications to perform awide variety of activities, suchas listening for events, settingproperties, or invoking actions.For example, using the ZAFClient API, one of yourdevelopers could enable an appto insert macros with intelligentproduct recommendationspowered by Sunshine.Externally hosted: Hosting an app externally lets you useserver-side technologies in conjunction with client-sidetechnologies to build your application. You can use anycombination of technologies that you’d use for standard webapplication development, such as, Java running on AWS EC2.Hosting externally allows your application to be always-on—executing activities outside of the context of the Zendeskinterface. This is particularly useful for certain scenarios, suchas real-time synchronization of data.CUSTOM OBJECTSCHECKLISTSTATUSC U STO M E R E X A M P L EAn internet travel agency uses Custom Objects to trackproject checklists for its agents. With Custom Objects, itcan define checklists and track the status of individualitems. The app uses client-side code in ZAF to generatethe checklist interface for agents.IFRAMEZAF APPTICKETSunshine technical guide10
Sunshine use casesAutomating workflowsYou can leverage Sunshine Workflows (EAP) toautomate customer-facing interactions, savingsupport resources and decreasing time-to-resolution.Workflows harness all the power of Sunshine,executing logic based on Custom Object data andtriggering workflows based on Sunshine Events—thatgo beyond ticket-based routing. Today, Workflowscan execute logic based on Custom Object or UnifiedProfile data and create Events.In the future, Workflows will be able to executeactivities within external systems in response toevents within Zendesk applications.ZISCheckSunshine DataLoyalty “Gold”ANDRefund 20Paymentprocessing systemApprovalLoyalty statusOrder historyC U STO M E R E X A M P L EAn e-commerce company could connect a thirdparty payment processor to Sunshine, such as Stripe,to enable agents to initiate a refund workflow acrossmultiple systems. A ticket could automaticallydetermine if a customer meets predefined criteria–for example, if they’re a “gold” level loyalty memberand their refund amount is less than 20–and aworkflow could automatically initiate the refund inSunshine technical guideStripe. In addition, the workflow could require amanagerial approval step for all other returns that donot meet the predefined criteria. The status of therefund would be recorded and visible to agents viaSunshine events.11
Sunshine use casesPowering external appsSunshine can also powerexternal apps—whetheryou build them yourself orwith the help of a partner.Creating an agile source of customer dataIn this pattern, Sunshine becomes a single, flexible customer data source,streamlining development and enabling developers to build apps with rich,relevant customer context.You can link and aggregate customer data from disparate external sourcesand Zendesk applications within Sunshine, such as Support and Guideactivity. You can also leverage Sunshine APIs to surface this data in otherapplications.An integration platform ensures that downstream systems populate withthe most current version of user data. It enables customer-facing systemslike e-commerce and web content management platforms to operate fromthe same understanding of the customer as your support team.This opens up possibilities such as sending personalized offers todissatisfied customers with recently closed tickets or giving your agents aview into the promotions that have recently been sent to a customer.Downstream systemsE-COMMERCEMARKETINGWEB CMSPOSIntegration PlatformCUSTOM OBJECTSSunshine technical guideUSER PROFILEEVENTS12
Sunshine use casesApplying machine learning and advanced analyticsWith the EventsConnector, you canstream events fromZendesk in near real-timeand leverage AWS fora variety of use cases.Zendesk generatesevents with the executionof various types oftransactions. Eventsrange from the creationof a ticket to the updateof a custom field value.Use cases include:Automated translation: Leverage AWS Translate to automatically translatetickets and scale your operations at a lower cost.Bot automation: Use a bot powered by AWS Lex to deflect simple queriesand automate ticket routing and ticket collection across support channelsAdvanced analysis: Perform sentiment analysis with AWS Comprehendto improve customer satisfaction and identify “at-risk” customers. Anduse AWS Quicksight to identify trends and anomalies—or use a businessintelligence tool of your choice.Machine Learning: Leverage Zendesk Events along with other customerdata to build powerful machine learning models based on customer activitywith services like Sagemaker.TRANSLATELAMBDAEVENTS CONNECTOREVENTBRIDGECOMPREHENDLEXKINESIS FIREHOSES3SAGEMAKERQUICKSIGHTSunshine technical guide13
Developingfor SunshineSunshine is based on openstandards and supports the useof tooling and programminglanguages of your choice.Technical requirementsResourcing Using the Events Connector requires anAWS account.Sunshine was designed to be flexible anddeveloper-friendly so you can get to value quickly.The amount of required resources largely dependson the specifics of your project. Many Sunshinecustomers have gone live leveraging only a singledeveloper resource. Zendesk also has a professionalservices team and trusted development partnersthat can help you scope and execute your project. Many use cases also require an integrationplatform (iPaaS), such as a Workato or a Tray.io.In the future, you’ll also be able to use a newZendesk Integration Service to implement theseuse cases. Zendesk Application Framework (ZAF) is key formany use cases. Experience developing withstandard client-side web technologies (HTML/CSS/Javascript) provides developers with afoundation for working with ZAF. Experiencebuilding and deploying server-side webapplications can be helpful too, depending onthe technical requirements of your use case. Developers may also find it beneficial to haveexperience working with REST APIs andevent-based architectures.Sunshine technical guide14
Sunshine foundationsArchitecture overviewAWSZendesk is built on enterprise-level operations andtechnology architecture that exceeds industrystandards and future-proofs your business. As ourcustomers grow and their needs change, thetechnology can scale to meet demands forperformance and reliability.A range of AWS services power Zendesk on thebackend, including DynamoDB and Aurora. A globalevent bus based on Apache Kafka connects allapplications and provides a basis for interactionsbetween them.Zendesk uses a fully redundant, distributed, andautomated environment consisting of geographicallyseparate data centers running multiple selfsustaining instances of its applications. To ensurehigh performance for customers globally, Zendeskruns on multiple data centers around the world.Each data center increases capacity and reduceslatency for customers.Sunshine technical guideZendesk applications can publish and subscribe toevents from the bus. Zendesk-delivered integrationscan leverage events and use them for integrations.The Zendesk Events Connector for AmazonEventBridge enables you to use Zendesk eventsdirectly for building applications and performinganalysis in AWS.15
ConclusionSunshine is open and flexible, allowing you touse it in a broad spectrum of ways based onthe needs of your business—from superchargingSupport to powering external apps with asingle view of your customers. With Sunshine,you can deliver the fast, personalized, andseamless experiences your customers havecome to expect.Here are some resources to help getyou started:Sunshine API DocumentationSunshine App Examples on GithubGetting Started with Zendesk Apps FrameworkLearn more about Sunshineor contact us to start yourfree trial today.Sunshine technical guide16
Sunshine technical guide 4 This is where Zendesk Sunshine brings customer experience teams out of the dark. Sunshine is our open and flexible CRM platform that lets you seamlessly connect and understand all your customer data. With Sunshine, you can put your customers—not legacy CRM— at the center of your business. Today on Sunshine, Zendesk
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