April 14, 2021

8 ways to improve business performance with the help of a service desk.

People contact support because they have a problem with your product or service. In this article, we’ll explore the benefits of tracking customer support requests.

People contact support because they have a problem with your product or service. By starting to listen to your customers and their opinions, you can significantly affect the growth of your business. In this article, we’ll explore the benefits of tracking customer support requests.

1. UX Improving.

When you start analyzing the questions customers regularly ask support, you will find a lot of interesting things. If customers point to the same problem over and over again, it may be time to look at the product through their eyes and find a solution.


For example, many companies have a problem with finding informational content in the app or on a website by their users. The information can be very accessible, but clients do not see it. If you are familiar with this situation, you may need to rethink the design to change the user experience (UX), reduce customer dissatisfaction and, as a result, the number of support calls.


So, if customers are constantly asking for price lists, shipping information or other documents, you might want to consider putting this information in a separate section or putting it in a better place on the main page.

2. Training your support team.

Tracking the reasons why customers are contacting support allows you to pinpoint problems not only with the product itself, but also with the service you provide. You might want to train your support team to be more efficient, such as preparing scripts to help solve the most common problems. Thus, you will improve the average time to solve the problem, which will allow the support to potentially handle a larger volume of requests.


Tired of answering the same script questions? Consider creating an FAQ. Creating formulaic answers to frequently asked questions can save you time.

3. Prioritization.

To make it easier for you to classify requests, you can start tracking customer issues and their frequency. Reducing time by creating answers to frequently asked questions can help you take care of other things quickly. It also gives you an opportunity to set up more time to solve more complex situations. By identifying these areas, you can prioritize to quickly identify issues that require immediate resolution or attention from a product or technical team.


In addition, prioritizing can help your team deal with problems more effectively.

4. Knowledge base.

Today, people are more comfortable than ever in solving problems on their own. They use the Internet to find information. And if they cannot find something, then only in this case they will contact support.


Tracking user experience can help you develop a database of key points where customers and potential customers are looking for information. The data will allow you to identify missing information that you can use to build a knowledge base for your product or platform.

5. Effective systems.

By using effective tracking systems, you can make adjustments to your help desk. This can reduce customer dissatisfaction with your service and improve the efficiency of finding solutions to problems.

6. Channel Tracking.

20 years ago, most companies’ customer service was just one call center. If customers had questions or concerns, they could call the toll-free number and speak to a customer service representative. Today, some companies believe that providing such a phone number and having an operator on the line is enough to organize support, but still most use a variety of digital communication channels.


Multichannel is not just a buzzword, it is a necessary strategy for all brand communications with customers, which means that anyone can choose any channel to communicate with the company. We are convinced that this strategy should be implemented not only by giant corporations, but also by startups.


The modern world dictates its own terms: different users prefer different ways of contacting support. Distribute all your customers’ requests by their channels of receipt: phone, email, chat, website, Facebook, Twitter, etc. Knowing what requests came through which channel, you can decide what information and how to provide.

7. User polls

In addition to tracking issues, it is important to regularly review customer reviews. Do you want people to be happy not only with the result, but also with the process of solving the problem? Even the user received an answer to his question, he may be unhappy if he considers that it was difficult for him to achieve this.


It is important to understand customer sentiment regarding your service as well as your product. This is why a company must survey customers using several different types of surveys. Answers can highlight areas of concern, systemic issues and levels of satisfaction.


Customer Service Surveys are:


  • CSAT (Customer Satisfaction)
  • CES (Customer Effort Score)
  • NPS (Net Promoter Score)


CSAT will measure overall customer satisfaction. CES shows how much effort customers have spent to get a solution to their problem. NPS surveys measure customer loyalty by asking how likely they are to recommend your product to others.


Questionnaires can identify points that hinder user experience. For example, show the difference between what you think is the correct response time and what your customers expect. You may think that you are handling requests efficiently and achieving the goals of your customer support team, but the customer may think differently.

8. Bridge between company and customers

Finding where and how you fell short of customer expectations can be difficult (or impossible) if you don’t track reviews and hear from your customers.


There can be a chasm between the service you think you offer and the way your customers perceive it. If you think things are different in your case, check out the Benchmark Service report: 80% of companies believe that they offer excellent service to their customers, and only 8% of their customers agree with this statement.


Track the reasons customers contact your support team and build tools and systems to improve your team’s efficiency and reduce disagreements. This will make your customers happier and they can deal with their problems faster. Plus, your customer support team will be happier too.


Happy customers will tell their friends and colleagues about you. Dissatisfied customers share their bad experiences online. Word of mouth is the most powerful advertisement your company can have, but it works in two ways – good and bad.


Below are some metrics that you can track daily, weekly, and monthly using various tools:


  • New requests to track increasing customer requests and prevent overload.
  • The type of customer request to determine the reasons (launch of a new function, packaging problems, delivery terms, etc.);
  • Channel for determining which channels your customers are using to interact with your company.
  • Average response time to track how quickly your team responds to requests.
  • Average time to resolve an issue to track how long it takes for your team to respond.
  • Customer Satisfaction for understanding how your customers feel after interacting with your company.

As a Conclusion

Tracking customer interactions using data, surveys and analytics will help you identify places where you can improve both your product and the work of the support itself. This, in turn, can lead to increased customer satisfaction and significantly strengthen your market position.

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April 14, 2021

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