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How Your Ticketing System Could Make or Break Your Business

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November 12, 2019
By: LiveVox

The challenge every business faces

When customers have a problem with your business, they either turn to you for help, complain to their friends or on social media, or move on to another business and don’t come back to you. In fact:

Every business gets customers who complain, need help, or have questions. If your customer service is responsive and caring, and your ticketing system is efficient and effective, you have a very good chance of developing loyal customers, even when things go wrong initially. 

The Harvard Business Review found that people who complained on social media and received a response were more loyal afterward than those who never complained. 

On the other hand, if you frustrate customers in their complaint process with a delayed, inadequate or missing response, their social media posts could have a significant impact on your business success.

Ticketing, the evolving solution

Not that long ago, when a customer had a complaint or request and called or walked into a brick and mortar business, a helpful person would write a note on a small card that looked like a ticket and put it on a pile for someone to address in the order the request came in. We still use the term “ticket,” or “service ticket,” or also “case” or “issue.”

With advances in technology, the power of ticketing systems has increased exponentially. We’re not just putting that paper ticket information into a computer. We’re leveraging the information processing capacity of computers to service customers with the channels, personalization and lightning efficiency they want. 

At its core, a ticketing system is a management tool that processes and catalogs customer service requests. Your ticketing system should be user-friendly for customers, agents, managers, and administrators and serve both to resolve customer problems and to track all relevant metrics for business success. This tracking capacity is the secret sauce to optimizing customer experience, profitability and contact center efficiency. More about that in What metrics help you create a successful ticketing system.

The contribution of customer experience

Ticketing is still basically a system for businesses to address both technical and process problems, but they have had to evolve with shifts in customer expectations. in this customer-centric era, we’ve shifted from the mechanized focus on a problem to a more human view of ticketing. Now we think of ticketing systems as a way for service representatives to communicate internally and with customers. That communication involves not only a satisfying resolution to a problem but the empathy and care people want in the process, as well as the resulting data that informs improvements in the system. 

Ticketing systems have matured

Customers can initiate a ticket in multiple ways in a true omnichannel system. They can submit their own ticket directly into the system or contact an agent through their channel of preference, voice, SMS, email, chat or social media. Customers describe their issues to an agent who files all the information into the CRM from their dashboard.

Once a ticket is submitted, the system ties it to the customer’s profile and journey, so agents can communicate with customers with all the information in front of them. Managers track the ticket according to route and speed of resolution, customer satisfaction, and agent success. Each ticket maintains the history of each change, and customers can easily be kept in the communication loop as it progresses, by email or SMS, not just when it’s resolved. 

Agents create, view and modify tickets. it is critical to empower with a single dashboard where they can issue tickets and also have insight on all interactions occurring on a ticket, including all channels. Even if a ticket is closed and later reopened, agents have the whole history in front of them, without having to ask the customer to retell their story. Agents are also able to add notes, create action reminders, and add attachments for reference.

Since most issues are identical or similar to issues that have happened before, agents should be able to find the best approach recorded in the knowledge base. Agents can even attach answers from the knowledge base and FAQ to tickets. In case of exceptional queries, the agent who solves it can record and store the approach for others to refer to when in a similar situation.

Each issue in the system may have an urgency value assigned to it, based on the overall importance of that issue. Low urgency issues can be resolved as time permits, while high priority issues get immediate attention. This is particularly helpful in cases where the interaction history with the particular customer has been less than satisfactory.

The most modern ticketing systems provide automation and self-service options to make the lives of agents and end users as easy and efficient as possible.

Managers can view, prioritize and assign tickets to agents and teams in whatever way they choose to customize their system. Monitoring a fully integrated, real-time ticketing dashboard, managers can 

  • Define ticketing parameters and statuses,
  • Gain a complete view of customer support issues,
  • Make informed decisions about resource allocation,
  • Ensure agent satisfaction and operational efficiency,
  • Track trends over time by seamlessly measuring KPIs and generating reports.
  • Track SMS performance on key metrics of marketing campaigns,  surveys, contact list segments, connection to sales, etc.

When customers do complain, managers should offer immediate SMS responses to let customers know the business cares and is already in the process of addressing their concerns. This can prevent escalations and begin to resolve issues immediately. 

A particular focus must always be an indication of a violation of the laws and standards of outbound communications. If any of your outbound practices don’t comply with laws and standards, you will get complaints and you could be responsible for enormous fees, lawsuits, and other punishments. Be sure your outbound software has built-in compliance tools that keep your agents within bounds.

A customer complaint seems bad on the surface, but it’s an opportunity to improve your service and prove to the customer how much you care. By listening and providing the best solution possible every time, you can turn the experience around. Handled right, feedback from angry customers can not only create your most loyal customers, but can lay the groundwork for many more behind them.

About LiveVox

LiveVox is a leading provider of enterprise cloud contact center solutions, managing more than 14+ billion interactions a year across a multichannel environment. With over 15 years of pure cloud expertise, we empower contact center leaders to drive effective engagement strategies on the consumer’s channel of choice. Our leading-edge risk mitigation and security capabilities help clients quickly adapt to a changing business environment. With new features released quarterly, LiveVox remains at the forefront of cloud contact center innovation. Supported by over 450 employees and rapidly growing, we are headquartered in San Francisco with offices in Atlanta, Denver, Bangalore, and Colombia. To learn more, schedule a demo today. 

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