June 3, 2021

Unforgivable mistakes in customer support

Today we will talk about what the essence of processing customer requests is and how companies make this process ugly bad. We will tell you in simple schemes and words.

Today we will talk about what the essence of processing customer requests is and how companies make this process ugly bad. We will tell you in simple schemes and words.

Why do you need to handle customer requests?

Why spend so many resources on support? Why would companies even respond to customers? Try not to answer and see what happens, because maybe nothing will happen.

We are brave and adventurous guys, so we tried to answer our clients not in 1 hour, as usual, but in 1 day. Bottom line: the next day I had to placate all the upset customer service with discounts, and those who did not placate left immediately, there were 2 such companies.

Conclusion: you need to answer customer questions so as not to lose money.

However, the cost of support should not exceed the cost of customers for the company, who will leave without this support. Aerobatics – building support that will make money.


Universal scheme for processing requests.

Processing requests consist of 5 stages, the task is simple: to make sure that everything is fine at each stage. It sounds like a captain, but in fact, few people can do it. And that’s why.

1. Channels

You have clear and convenient channels of communication with clients on your website or somewhere else. You know how to record all of these channels and not lose messages.

2. Categorization and prioritization

You sort requests by topic and prioritize processing.

3. Routing

Depending on the topics, you redirect requests to the appropriate specialists.

4. Knowledge base

The specialist who accepted the request has correct and quickly available data to respond to the client.

5. Statistics

You can see all the statistics for the process. Set KPIs, make sure they are fulfilled, change the process in those places where it is narrow, and look at the numbers again.

Channels of communication.

You think that we will write that clients should contact you as they like. But no. Customers should contact you in such a way as to get expert support without additional effort.

In which channels you will be able to provide this, let them communicate to customers.

For example, our technical support rarely uses the phone as a communication channel with the client. We have no idea what such support looks like:

– I have a mistake here, a red square …

– In which corner? To the left or to the right?

It is much easier to write a letter with screenshots and in a couple of hours get a thoughtful, verified answer, also with screenshots, arrows, and videos.

Conclusion: why does the client need an additional channel if they cannot help it.

Social networks are a different matter; they cannot be ignored. No matter how you want to fence yourself off, clients will still write some nasty stuff, most often, by the way, justified, so you need to monitor them in any case and provide support there.

Firstly, in social networks, you are mentioned in 99% of cases in connection with some kind of failure, and you will need to save yourself from the negativity of everyone who comes to the comments. Secondly, it is always a great opportunity to show a master class on resolving conflicts with clients and earn pluses in karma.



1. Several postal addresses on the site. This is hell, don’t do that, please. Suddenly, customers will write “in the wrong place”, and then the message will be lost within the company as a result of a heap of transfers, processing times will increase, and the cost of contact will naturally increase.

2. The site offers a bunch of channels that you don’t really need. Sometimes it’s not even clear where to write, but if there is no answer in the proposed channel, it’s really bad. Confused and abandoned.

3. Dispersed systems: mail, chat, phone, social networks – all separately and for all your tools. This scheme is suitable if you have up to 20 messages a day, and everything that is larger and heavier will be lost. Lost message = lost customer.

4. Helpdesk not integrated with channels. The letter arrives in Outlook, employees copy it to the helpdesk, then leave an internal comment there, but still reply in the mail client. We are sad when clients tell us this at meetings. How long does this double work take, how many customer calls are lost – it takes thousands of dollars, no kidding.

1. Implement a multi-channel helpdesk system, use a system for monitoring mentions in social networks, use a separate task tracker. Everything automatically falls to the right place, nothing is lost.

2. Give truthful response times to the client for each channel.

Categorization and prioritization.

Customer requests are processed in different ways: 1, 2 lines, with the involvement of other departments and partners. The faster we determine the parameters at the input that affect the processing process, the faster we will process the client’s request. Divide and conquer is the main principle of support.

Spoiler for the lazy: sort requests by topic and other important parameters (type of customer, complaint, or question) and prioritize.

Why do you need to do this:

  1. Categorization will help further route the request to the right specialist and rake the queue without losing the quality of responses.
  2. Consider the reasons for appeals and pass them on to marketers, product specialists, and CEOs, in order to understand what is happening with the product, where and why the company is losing money.



1. Categorization on the client-side. In the feedback form, the client is asked to choose the reason for contacting from the list. It’s good. It’s bad if 100,500 variations and understanding of customer category meanings are at odds with your inner principle. General Questions or Technical Questions – What’s the Difference? It’s easier to choose “other” and not waste time on it. No one will do the job for you.

2. Categorization according to the “we keep it in mind” scheme: the company “approximately” knows what issues the clients apply to, but they do not record it anywhere. This does not work.

3. Too generalized division. If you divide requests only into Questions, Claims, and Thanks, there is little sense from this. It is possible to partially solve the routing problem, but for statistics such a division is useless. Can’t see where the problems are.

4. Too detailed categorization. So, some categories are not used at all, and the detail is so great that it is difficult to see the big picture.

1. Divide the task of categorization between the client and the company. An important rule: for the client it should be easy or almost imperceptible. You can add no more than 5 categories to the feedback form or make it so that, depending on which channel or from which page of the site the client is turning, it immediately becomes clear where to define the request.

2. Automate the assignment of categories. Simple rules in the helpdesk will help to set the category automatically – depending on the subject and text of the message.

3. Add additional parameters to requests for more detailed prioritization. The topics of requests alone are not enough to determine in what sequence to work with requests. The priority will be influenced by the channel of appeal (mail, social network, chat), the type of client (potential, current or VIP), and so on. Anything that affects the processing of a request should be recorded.


Once we have assigned a category to the request, we give it to the one who can answer it. Three aspects are important here:

  1. In which channel the request is transmitted.
  2. In what form the request is transmitted
  3. How quickly it is done.



1. Send requests through disparate channels:

  • kicking into the next office
  • by phone – nothing is recorded on the other side
  • in skype, WhatsApp, mail-in no particular order
  • on paper – forests suffer, and paper goes to waste

As a result: requests are lost.

2. Send requests without the context of the client’s call, without the necessary data. As a result, the request goes back to the second round to clarify the details, the processing time increases, everyone suffers.

3. If priorities and categories are not lined up, requests hang unprocessed until a queue reaches them. So, they will only be handed over to those in charge when the client’s patience runs out.

4. Hire a separate employee who only deals with the routing of requests.

1. Automate routing depending on the category of the letter. Helpdesk rules will help you do this.

2. Work in a single interface and according to the same regulations. It can be a helpdesk with internal comments or Slack, JIRA, Asana, Telegram – it doesn’t matter. The order of transmission of requests must be fixed and indisputable. No notes on the computer and no calls without registering a specific task in writing.

3. Getting everyone into one helpdesk interface is still a big deal, but we have solved this problem. Notification of the appointment of a ticket comes directly to the mail, and an employee from the mail can reply to a comment without going to UseDesk. His answer is automatically added to the ticket as an internal comment. The chain for solving the issue is kept in one place. Hurrah.

Knowledge base

By knowledge base, we mean all the information that is needed to resolve a client’s issue. Knowledge about the product, procedures, customers – all of them should be centralized and easily accessible to support agents.



1. All answers to clients are taken “from the head”, and knowledge is passed on to beginners orally. It works for up to two people in a company, but as soon as the time comes to hire new employees or change processes, it will hurt both you and your customers.

2. Employees store personal instructions and templates in Word and Notepad. Management does not have a tool to keep track of what is being answered. It turns out that the client receives outdated or incorrect information.

3. There is no single history of customer requests. This leads to the fact that the issues are not resolved the first time and clients turn to again and again. The company is spending more money on processing repeat requests.

1. Use response templates and knowledge base in the helpdesk. All data for answers is stored and edited centrally, errors are excluded.

2. Consider the history of previous communication with the client. It is bad if only a specific manager knows about the client’s situation. It’s good when anyone can conduct a dialogue knowing the nuances.

3. Integrate helpdesk with CRM so that employees can see more information about the client in the request – his orders, payments, bonuses. This will shorten the processing time of the request.


The main mistake companies make is that they don’t count anything. All communication with clients should be digitized up and down because the main and most valuable information you have is support. The algorithm for working with statistics is simple:

Assign KPIs related to business → Look at statistics → Analyze bottlenecks → Change processes to achieve target KPIs.

There is a whole article on how to measure the effectiveness of a support team.


Use the right tools to process your requests well to help you build the right processes at every stage.

Have you read the entire article, are not scared, and intend to improve your own support? Great, we’ll help. Fill out the contact form, and we will introduce you to all the nuances of cooperation with GotYourBack Support.

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June 3, 2021

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