If you don’t already have a customer support system in place, or you do, but not all customer requests are logged, here are ten reasons why you really should be recording all customer support requests…
- Acknowledgement. Customer requests can be automatically acknowledged so that the customer knows their request is ‘in the system’ and won’t get lost (as is often the case with emails and Post-it notes).
- Continuity. If an agent needs to escalate a ticket to a colleague, or goes on leave before a ticket is resolved, the customer won’t have to explain everything again because the history of the case is documented.
- Communication. Once a ticket is created, the ticketing system can keep the customer updated on their ticket status, either by emailing them updates or providing the ability for customers to look up their ticket via a portal (or both). This minimises inbound calls from customers asking for the status of their outstanding ticket(s).
- Prioritisation. When all customer requests are recorded, they can be more easily prioritised such that the highest priority requests get attended to first. This helps ensure you are making the best use of your support resources.
- Expectation Management. Each ticket priority (e.g. priority 1 vs priority 3) can have a response and resolution time target associated with it. These time targets makes it easier to manage customer expectations about how long they might have to wait.
- Allocation. When a portal, dedicated email address, or dedicated telephone number is used as the channel for customer support requests, tickets can be created and assigned to the most suitable agent (not just the agent whose email address or phone number is known by the customer). Conversely, customers who have just joined the organisation don’t need to know the contact details of any individuals in your support team.
- Self-help. When a portal or dedicated telephone number is used to create tickets, customers can be alerted to known issues before they log the ticket (via an announcement). This helps minimise duplicate calls reporting a problem that is already being worked on. With an intranet portal, customers can even be diverted to knowledge articles so that they have the opportunity to help themselves without raising a ticket.
- Call reduction. Having a history of all tickets enables you to identify trends and recuring requests so that you can take actions to reduce the root causes of those issues and requests. This may involve customer training, creation of knowledge articles, process improvements or system fixes. Over time, this can dramatically reduce the volume of new requests.
- Measurement. When all customer requests are recorded, the resulting data can be used to create measures and KPIs for teams and individuals, e.g. number of new tickets/week and number of tickets resolved/agent.
- Feedback. Once you have support requests recorded in a ticketing system, it is usually relatively straightforward to issue a post-closure survey (like CIOPulse) asking the customer for feedback on their experience. By linking each survey response to the corresponding ticket, customer feedback has the context needed to understand the feedback. Feedback can then be shared with the relevant agent or team lead and used for coaching and operational improvement.
Can you think of any more reasons? Please share them in the Comments below.