Customer experience teams managing multiple brands just received a significant productivity boost. Zendesk's latest feature announcement on 16 September 2025 introduces brand membership management directly from the agent profile, revolutionising how CX teams handle multi-brand operations. This enhancement promises to streamline workflows and improve operational efficiency for organisations juggling multiple customer touchpoints.
What's New in Zendesk's Brand Management?
The new feature allows administrators and managers to view and manage agent brand assignments directly from individual agent profiles. Previously, managing brand memberships required navigating to separate team management pages, creating unnecessary friction in day-to-day operations.
Key improvements include:
- Centralised visibility: Brand assignments are now prominently displayed on the left-hand panel of agent profiles
- Interactive management: The brands dropdown menu allows real-time assignment changes without leaving the agent profile
- Streamlined workflow: Eliminates the need to navigate between multiple pages for brand management tasks
This update is particularly valuable for organisations with complex brand structures, where agents may need access to different customer segments or product lines.
Why This Matters for Customer Experience Teams
For CX professionals, this enhancement addresses several critical operational challenges that have long plagued multi-brand environments:
Enhanced Operational Efficiency
Customer experience managers can now make brand assignment changes on-the-fly whilst reviewing agent performance or handling escalations. This immediate access reduces administrative overhead and allows for more responsive team management.
Improved Visibility and Control
The centralised view provides instant clarity on which brands each agent can access, making it easier to:
- Ensure proper coverage across all brand touchpoints
- Identify potential gaps in brand support coverage
- Make informed decisions about workload distribution
Faster Onboarding and Role Changes
When bringing new team members aboard or adjusting existing roles, CX leaders can now handle brand assignments as part of the natural profile review process. This integration makes role transitions smoother and reduces the likelihood of access oversights.
Strategic Implementation for Australian Businesses
Australian organisations, particularly those operating across multiple markets or product categories, stand to benefit significantly from this enhancement. Consider how this feature can support common scenarios:
Retail and E-commerce Operations
Companies managing multiple retail brands can ensure agents have appropriate access to handle customer enquiries across different product lines whilst maintaining brand-specific knowledge and protocols.
Service-Based Industries
Professional services firms with distinct practice areas can better manage client interactions by ensuring agents have access to relevant brand contexts without compromising confidentiality or specialisation.
Franchise and Multi-Location Businesses
Organisations with franchise models can maintain centralised support whilst ensuring agents can access location-specific brand information and customer data.
Maximising the Feature's Potential
To fully leverage this new capability, customer experience teams should consider these best practices:
Establish Clear Brand Assignment Protocols
Develop standardised procedures for when and how brand assignments should be modified. This ensures consistency and prevents unauthorised access to sensitive brand information.
Regular Access Reviews
Schedule periodic reviews of agent brand assignments to ensure they align with current roles and responsibilities. The new visibility makes these reviews more efficient and thorough.
Training and Change Management
Ensure your team understands how to utilise the new interface effectively. The streamlined process may change existing workflows, requiring updated training materials and procedures.
Integration with Broader CX Strategy
This feature enhancement aligns with broader trends in customer experience management, where operational efficiency directly impacts service quality. By reducing administrative friction, teams can focus more energy on delivering exceptional customer outcomes.
For organisations considering Zendesk implementation or looking to optimise existing setups, this feature represents another compelling reason to embrace multi-brand capabilities. The improved management interface makes complex brand structures more manageable and less prone to operational errors.
Looking Ahead: The Future of Multi-Brand CX
This enhancement signals Zendesk's continued commitment to supporting complex organisational structures. As businesses increasingly operate across multiple brands and channels, tools that simplify management whilst maintaining security and control become essential.
Customer experience teams should view this update as part of a broader evolution towards more intuitive, efficient CX platforms. The ability to manage brand access seamlessly supports the agile, responsive service delivery that modern customers expect.
Getting Started with the New Feature
The brand membership management feature is rolling out between 16-23 September 2025, with no immediate action required from existing users. Teams can begin utilising the enhanced interface by navigating to agent profiles in the Assigned tickets view.
For organisations looking to maximise their Zendesk investment or considering multi-brand implementations, partnering with experienced specialists can ensure optimal configuration and adoption. Professional Zendesk management services can help teams navigate these enhancements whilst maintaining focus on core customer experience objectives.
Conclusion
Zendesk's new brand membership management feature represents a meaningful step forward for multi-brand customer experience operations. By centralising brand assignment controls within agent profiles, the platform reduces administrative overhead whilst improving visibility and control.
For Australian businesses managing complex brand portfolios, this enhancement offers an opportunity to streamline operations and improve team efficiency. As the feature rolls out over the coming week, CX teams should prepare to integrate this capability into their existing workflows and training programmes.
The evolution of customer experience platforms continues to focus on removing friction from daily operations, allowing teams to concentrate on what matters most: delivering exceptional customer outcomes across all brand touchpoints.
Ready to optimise your multi-brand customer experience strategy? Book a free consultation with our Zendesk specialists to explore how these new capabilities can enhance your operations.
