As everything goes mobile, consumers expect immediate customer service options that are built into their apps and online experiences, as they’re hailing a car from their phone, playing a game or ordering from an online store.

Online customer service platform Zendesk has launched a suite of embeddable features that allow companies to integrate customer support and engagement into mobile, apps, websites and games.

A new mobile SDK (software development kit) and web widget allow organisations to offer live chat between customers and service reps, embedded self-service through a Help Centre and ticket submissions. Customers no longer need to leave an app and exit to a website for additional feedback or wait on the phone to speak to a support person.

According to Gartner, 35% of all customer support will take place on a mobile device by 2017. “We envision a future where service and engagement are immersed in the customer experience,” said Adrian McDermott, senior vice president of product development at Zendesk.

“Zendesk’s mission is to help organisations build long-term relationships with their customers. Embeddables strengthen those relationships by putting engagement with customers directly in the right place at the right time, while giving agents more context to personalise their interactions,” he said.

Along with helping customers, Embeddables also provide customer service agents with more context in their customer interactions so they can better personalise support. On mobile, for example, they can gather more technical details about a device or know where in an app a customer ran into an issue.

This shift represents an opportunity for companies to differentiate themselves by putting their support at the forefront of their user experiences.

GREE International, Inc. is a global mobile social gaming company and makers of top-charting titles like Modern War, Crime City and War of Nations. To make it easy for their gamers to get support and provide customer service throughout their mobile games, GREE has embedded Zendesk’s mobile SDK.

“Engaging with players in-game is one of the key components for great customer service,” said Chris Tabasa, director of consumer operations, GREE International, Inc. “Gamers don’t want to leave the game to submit a service request or look up the answer to a question. Zendesk’s mobile SDK helps us keep our gamers gaming, which is good for GREE and for our customers.”

Slack, KIXEYE, Getaround and SwiftKey are other companies that are using Zendesk Embeddables to integrate and improve customer service throughout their products.