Amazon might pride itself on the leaps and bounds () it makes to improve and provide customer service.
But Zendesk, a software company that makes its bread and butter on customer service alone, is aiming to one-up the online retail titan with an even more ubiquitous mobile feature.
The San Francisco-based business has just unveiled Embeddables, which is actually a suite of embeddable features designed to infuse customer support and engagement into mobile, web-based, and gaming apps.
Some of the touted benefits include real-time chat between customers and support reps as well as the ability to offer help within an app rather than having to exit to a website for additional feedback.
Beyond online customer service and e-commerce, the package deal further lines up Zendesk for more connected devices and endpoints, or more simply, the internet of Things movement.
In Wednesday's announcement, Zendesk cited Gartner research from June 2014 that 35 percent of all customer support will stem from mobile devices by 2017.
Zendesk currently serves over 48,000 customers speaking more than 40 different languages across 150 countries via primarily web-based customer service software and support ticket software.
Adrian McDermott, senior vice president of product development at Zendesk, surmised in the announcement that Embeddables-based responses will provide more context to customer interactions, strengthening the product and platform overall.
Zendesk Embeddables are now available for free for all customers on the customer service platform. For now, Embeddables consists of a new mobile software development kit, which can be embedded with one line of code. That's followed by a web widget that can be added to websites or apps with just "three clicks" for setting up self-service help centers.