Why Ticket Deflection Matters to More than Just Your Support Team

Posted by Kenny S. on Mar 1, 2017 8:00:14 AM

3 minute read

Serving a ton of customers is awesome… until it isn’t.

Every successful business will eventually find itself in that awkward place where customer service requests start to get out of control. Sure, a customer service backlog means you have customers; which means you have revenue.

It also means you’ve got a whole new level of overhead on your hands.

Enter your new best friend: ticket deflection.

Ticket deflection is a means or method of helping your customers solve their own problems. A recent Forrester study indicated that about 75 percent of clients who relied on community-based user generated information had greater satisfaction when using a product.

There are several ways in which you can go about deflecting service tickets. The most popular options include moderated support forums, self-service help centers, and community-generated knowledge bases.

However you do it, ticket deflection will bring two huge benefits to your company.

  • Your support team will spend far less time fielding customer service requests, freeing up staff resources for more critical tasks.
  • You’ll effectively enshrine your institutional knowledge, which will keep you from having to reinvent the wheel every time a customer service issue surfaces.

While the benefits for your support team are obvious, there are two ways in which your customers (and your sales team) will appreciate ticket deflection even more than your customer service staff.

Customer Retention

Most small businesses begin with a de facto ticket deflection system. It’s called Google.

No matter how friendly your support team may be, human beings universally hate dealing with customer service departments. So, most of them will at least give Google a shot before they dial up your service line or shoot you an email.

While that may sound like a welcome ease to your customer service burden, it’s an eminently risky maneuver. By sending customers outside your orbit to find answers, there's a high chance they’ll escape your gravitational pull and end up with one of your competitors.

By implementing a ticket deflection system within the sphere of your product or service— whether that be in your app or on your site—you can provide a convenient way for customers to find answers. Even better, you’ll encourage them to stay close to home.

You’ll not only facilitate a more satisfying user experience but help your customers to become experts as well. Expert customers will use your software for all its worth. Chances are, they’ll find so much success with it that they’ll recommend it to all their friends.

Which leads us to the next benefit of ticket deflection…

Customer Acquisition

A knowledge base, help center, or support forum is a great place for customers to find answers to their questions. Even better, any of these resources will eventually turn into a content-rich gold mine of highly relevant industry-specific information.

That’s the sort of thing Google bots dream about.

Ticket deflection can also go hand in hand with content marketing. Accumulated knowledge can be repurposed and repackaged into FAQs, user guides, tutorials, and special reports. With minimal effort, your marketing team can take that content and use it to generate new business

As we’ve seen, ticket deflection can save your organization tons of time and money. Even better, it presents an excellent way to not only take better care of your customers but to encourage new ones to come on board.

Have you tried leveraging ticket deflection yet? If so, what strategies have worked best for you?

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