Читать книгу The Customer Education Playbook - Daniel Quick - Страница 30

Your main metric for this goal is ticket deflection rate. Your support tickets will naturally scale with the growth of your customer base. However, once you invest in self-service resources, you will see that trend reverse. With each additional month, more self-service resources become available, and more customers join your community to offer one another help and support. Customers will file fewer support tickets even as your company expands.

Figure 3.1 shows how the customer education team at Optimizely presented the relationship between self-service and ticket deflection. The day we launched Optiverse (a self-service resource hub for Optimizely customers), support tickets plummeted, even while the number of customers continued to grow.

You can do this kind of visual representation for individual support ticket categories, too, and clearly illustrate how customer education can solve a specific issue. Look at the challenges that attract the greatest number of tickets in your organization and create targeted content that allows users to self-serve that problem. This could be anything from “How do I change my account info?” to “How do I turn off that cat filter on Zoom?” Present a time-based line graph that shows ticket requests for this issue over time, with a clear callout for when you launch the support materials.

Figure 3.1 Optimizely Support Ticket Deflection