Executives love data. If you’re running CX, you’re likely asked how many people are asking about some key function of your business. It can be stressful to have an inclination, but not be able to back this up with data.
One of the most common mistakes is using tags only to track your customer engagements. Don’t get me wrong, tags are super useful, but they can tell a confusing story. Most executives are interested in drivers at the highest level and custom fields help you do this.
Here are a few rules of thumb we use to set up contact drivers (you can call these support need, customer inquiry, etc).
Think about what execs are asking for and start there. Make a list of which drivers they want to quantify. If you don't have the benefit of this example, read through tickets and determine what people are reaching out for. More than three is great, less than ten is ideal.
Decide if these are options you want to pass to the customer through your online ticket form. If so, be careful with how you phrase the options. We like to answer the question: how can we help you? And allow the options to fit that question. Example: Help with Account, Process a Return, Check on status of Refund. Fortunately, these also work for what the agent will see: Support Need/Customer Inquiry: Help with Account, Process a Return, Check on status of Refund.
Add your custom ticket field(s) to a dashboard. This way you can identify what customers need most, and be sure to apply a time filter so that you can report a moment in time as well as trends over time. Also apply a data filter that will allow you to display results by channel.
When you create custom ticket field(s), be sure to remind your team members that their role is to educate the business on the customer’s needs. One way to do this is to capture their reason for reaching out. Zendesk is able to automatically send these reports to your intended audience on your desired time table. This is one of the quickest ways to move from reactive to proactive.