Zendesk sees customer service as a way for its users to distinguish themselves from competitors and now allows them to bring that customer service advantage to their mobile, game and Web apps.

The company says a new feature, called Embeddables, will keep people in a mobile or Web app instead of having to exit the app and search for customer service contact information when a problem arises. By using the mobile SDK (software development kit) or Web widget, companies can embed features that allow users to have a real-time chat with a customer service agent, report an issue via a ticket submission or search a help guide. The company, which sells cloud-based customer service software, says that the SDK can be embedded with one line of code and a developer can add the Web widget with three clicks.

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