Case Study
Transforming Market Pay’s Global Operations
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Market Pay designs and implements innovative, high-performance payment solutions that support merchant growth and reinvent the customer experience, whether it's 100% mobile, 100% digital, or a connected store. Designed with and used by leading brands such as Carrefour, IBM and REMA 1000, their solutions stand out for their integration of the latest industry standards and their perfect alignment with merchant challenges.
In the fintech sector, growth via acquisition often brings substantial operational friction.
When Market Pay acquired Acoustic Payments in 2021, the organisation faced the challenge of merging disconnected support teams and fragmented technology. Ross Whitney, then Director of Customer Success, Support and Operations, identified and was given the reins to a key element of that transition - Zendesk.
Ross later transitioned into a dedicated consultant role as the Founder of alboz. to lead a complete industrialisation of the support model including tooling and staff optimisation.
The Challenge: A Fragmented Legacy
With over 300 employees and a user base exceeding 3,000, Market Pay lacked support visibility. The reliance on multiple ticketing platforms, including Salesforce and Jira, alongside manual triage and spreadsheet-based reporting, created significant inefficiency.
Prior to the transformation, resolution times were estimated at ~48 hours but could stretch to weeks or even months. The absence of a customer help centre meant customers had no self-service options, leading to frequent executive-level escalations.
The business required an expert-led strategy that understood day-to-day operational constraints while building for global scale.
Precision and Industrialisation
The project was initiated with a rigorous strategic analysis, evaluating Zendesk, Freshdesk, Intercom and Jira Service Management against Market Pay’s unique requirements. We then developed a comprehensive business case and internal cost analysis to secure C-level buy-in for the Zendesk Suite. The implementation was designed for global scale, encompassing over 200 specific business requirements.
Key milestones achieved included:
- Zendesk Suite Implementation: Full scale deployment of Zendesk Suite including Support, Talk (5 language lines with IVR routing), Analytics and Knowledge including Market Pay Assist - Market Pay's Help Centre.
Data Migration: Successfully transitioning ~60,000 legacy tickets from Salesforce and Jira to ensure data continuity, customer history and reporting.
Deep Technical Integration: Implementing real-time synchronisation with Jira and ServiceNow, alongside IBM W3id Single Sign-On for enhanced security.
Global Customer Journey: Deploying multi-language IVR, intelligent routing, and AI-driven translation tools to support a diverse user base.
Standardised Knowledge Management: Authoring 150 technical documents to consolidate fragmented internal and external knowledge. Integration of Zendesk with Market Pay's technical documentation platform Document360.
What truly differentiates Ross is that he has lived operations. He knows what it means to run support teams, manage pressure, and deliver service at scale, and he brings that credibility when advising the business.
Results: Concrete ROI and Operational Velocity
The transformation delivered rapid financial and operational results, with the project achieving full payback within 18 months. By consolidating the technology stack, we helped realise a marked reduction in annual licensing costs for both Market Pay and their clients through light agent optimisation, Salesforce and ServiceNow reductions.
The operational improvements were equally decisive:
- Improved Ticket Traceability: By unifying disparate tools into a single source of truth, we ensured that every customer interaction is captured, tracked, and visible. This eliminated the "leakage" of undetected tickets and ensured a reliable audit trail for global operations.
- Actionable Reporting: The move from manual spreadsheets to real-time Zendesk Analytics provided the executive team with high-integrity data. This shift allows for data-driven decision-making rather than relying on anecdotal evidence or time-intensive manual collation.
- Clearer Governance: The implementation defined explicit ownership and protocols for support workflows across different regions and platforms. This structured approach ensures that escalations and ticket hand-offs are managed according to agreed-upon standards.
- Stronger Operational Discipline: We introduced a rigorous operational framework that fostered a culture of accountability. This discipline has standardised how teams interact with the technology and one another, leading to consistent performance across the global support function.
A Partnership Built on Field Insight
Isabelle Clairac, CEO of Market Pay, attributed the success of the initiative to the pragmatic, field-oriented approach of Ross Whitney. She noted that his role was vital to the project's success, combining strategic foresight with a methodology that respected day-to-day business constraints.
By industrialising the support function, Ross provided Market Pay with the traceability, discipline, and actionable reporting necessary for sustained growth.
Today, Market Pay operates a world-class support environment defined by efficiency, automation and customer centricity.
