Cookie Preference Centre

Your Privacy
Strictly Necessary Cookies
Performance Cookies
Functional Cookies
Targeting Cookies

Your Privacy

When you visit any web site, it may store or retrieve information on your browser, mostly in the form of cookies. This information might be about you, your preferences, your device or used to make the site work as you expect it to. The information does not usually identify you directly, but it can give you a more personalized web experience. You can choose not to allow some types of cookies. Click on the different category headings to find out more and change our default settings. However, you should know that blocking some types of cookies may impact your experience on the site and the services we are able to offer.

Strictly Necessary Cookies

These cookies are necessary for the website to function and cannot be switched off in our systems. They are usually only set in response to actions made by you which amount to a request for services, such as setting your privacy preferences, logging in or filling in forms. You can set your browser to block or alert you about these cookies, but some parts of the site may not work then.

Cookies used

Performance Cookies

These cookies allow us to count visits and traffic sources, so we can measure and improve the performance of our site. They help us know which pages are the most and least popular and see how visitors move around the site. All information these cookies collect is aggregated and therefore anonymous. If you do not allow these cookies, we will not know when you have visited our site.

Cookies used

Google Analytics

Functional Cookies

These cookies allow the provision of enhance functionality and personalization, such as videos and live chats. They may be set by us or by third party providers whose services we have added to our pages. If you do not allow these cookies, then some or all of these functionalities may not function properly.

Cookies used




Targeting Cookies

These cookies are set through our site by our advertising partners. They may be used by those companies to build a profile of your interests and show you relevant ads on other sites. They work by uniquely identifying your browser and device. If you do not allow these cookies, you will not experience our targeted advertising across different websites.

Cookies used


This site uses cookies and other tracking technologies to assist with navigation and your ability to provide feedback, analyse your use of our products and services, assist with our promotional and marketing efforts, and provide content from third parties


Here are some suggested Connections for you! - Log in to start networking.

Ticket deflection: the currency of self-service - Zendesk - Blog

Ticket deflection: the currency of self-service

Forrester Research predicts that self-service will be the #1 customer service trend in 2017 because of “customers’ rapidly growing preference for DIY forms of customer service”. Why is this becoming their favorite form of customer service? Because it’s often the fastest and lowest effort way to resolve their problems—there’s no need to contact an agent and everywhere 24/7 access. That everywhere anytime access is probably the biggest factor—we’re now a mobile, multi-channel, and multi-screen world. This is great news for companies, because increasing self-service leads to improved ticket deflection, or customers choosing to help themselves rather than reach out for support.

You may have already made a large investment in creating knowledge base content that is easily available to your customers on the web and through mobile devices. While you do your best to lead customers to self-help resources, you still often need your customers to make the effort to discover and use those resources.You can be doing better, and now you can with new tech and new tools that are pushing self-service into that #1 slot, vastly improving your ticket deflection ratio.

Using artificial intelligence and machine learning, you can now automate many of your high-frequency, low-touch customer interactions and bypass the need (and the effort required) for customers to discover and use that content. This frees up agents to assist customers when they need help with more complex support issues. Self-service satisfies customers and it’s also a big cost saver.

Sponsor message - content continues below this message

2022 '17th annual' Global Contact Center World Awards NOW OPEN

Enter your Center, Strategy, Technology Innovation, Teams and Individuals into the ONLY TRULY GLOBAL awards program - regarded by many as being like the Olympics for the Contact Center World! Join the best from over 80 nations and compete for the most prestigious awards out there!


Content continues ….

The problem with self-service, which perhaps explains why some companies have been slow to adopt it, is that it’s sort of an indirect form of customer service. It’s been difficult to actually prove that having a Help Center loaded with great self-service content is preventing your customers from requesting support, generating tickets, and needing to speak with agents. We know it’s happening, we’ve got some metrics to indicate its effectiveness, but it’s been difficult to produce the data to show its direct effect on the ticket queue and on customer satisfaction. That’s now changing.

Succeeding, but unconvincingly
For me, self-service support has always been the most important customer service trend. I was hired at Zendesk in early 2011 to create the knowledge base and help build the self-service channel for Zendesk’s customers. Over the course of several years, my team of writers and I cranked out hundreds of articles and guides and made steady progress toward our first big self-imposed success milestone: one million views per month.

We successfully hit our target about 2 years after we launched. When we did, we got a congrats from our CEO and a coffee mug imprinted with the hashtag #OMGMYFORUMWASVIEWEDLIKE1000000TIMES from the VP of our org. Total monthly views certainly wasn’t the only performance metric we tracked, but it was the big one and it was gratifying when we made it. But was it really enough to prove the effectiveness of the self-service channel? Not for me and probably not for you either.

How we’ve been measuring self-service
The self-service metrics we track give us better insight into the content we need to create, the quality of our content, and our readers’ engagement with it—and they are invaluable from that perspective. However, they don’t really help us show the direct correlation between the use of the Help Center and the volume of ticket deflection. Here are the metrics we’ve been using:

Views and engagement
These are the typical metrics you track for help center performance (or for any web site): the number of views, unique users, and measures of engagement such average session duration, bounce rate, and so on. The usual Google Analytics stuff that helps determine if customers are finding and using the content and if they find the content useful, and from that perspective these are all extremely valuable metrics. You can read more about these metrics in the four-part article series starting with Google Analytics and Help Center Part 1: Asking the right questions.

Community activity and engagement
Another important measure of success for us was the size and vibrancy of our user community. We wanted our help center to be the go-to place for customers to not only find the information we provide for them, but also where they go to engage with other customers, share their expertise, and learn from each other.

Google Analytics can be used to measure some of the activity of your community, but this is where more direct links into the support workflow are really useful. In Zendesk Support, help center reporting is segmented into Knowledge Base and Community. For each, you can track the number of posts, views, up-votes on posts, subscriptions, and comments. The targets you set for each is up to you, but needless to say you want lots of each and to track that activity over time.

In the Zendesk Support reporting tab, you’ll also find data on user searches in the help center. The report includes the number of searches with no results (no articles that contained the search keywords) and searches with no clicks into articles that do exist. The first can help you determine the articles you need to create and the latter can help you troubleshoot the usability of your content (no clicks might mean that your article titles aren’t descriptive enough or don’t use the words your customers are using). You can also see the number of tickets created after a search. Finally, some insight into how self-service is affecting the ticket queue—in this case however it’s negatively because tickets were created, not deflected.

Self-service score
Whereas the metrics above give you insight into the performance and quality of your self-service content, the Self-Service Score is an attempt to measure the impact that your Help Center is having as a support channel, how it’s helping customers solve their problems and preventing them from opening support requests that then need to be handled by agents.

You determine your Self-Service Score using this formula:

Self-service score = Total users of your help center(s) / Total users in tickets

This gives you a ratio such as 4:1, meaning that for every four customers who attempt to solve their own issues using self-service, one customer submits a support request. (The Self-Service Score is also discussed in the article referred to above).

The self-service score is valuable because it allows you to create ticket deflection benchmarks, so you can compare the ticket deflection ratio from one month to the next.

At one point at Zendesk we reached an almost 40:1 ratio, which looked great on my reports to management and may have helped me get a promotion, but it still wasn’t enough to satisfy my desire to show the real impact our self-service channel had in preventing tickets from being created. There’s was a lot of benefit of the doubt going on.

So, how do we get closer to real data? That new tech, of course.

Adding artificial intelligence to self-service: people and bots power the next phase of self-service

The future of self-service is a happy alliance of people and new tech working together as DIY enablers. We’re now not only able to use artificial intelligence and automation to serve up our content to our customers, it’s now possible to directly link its use to support issue resolution. This is the data we’ve always yearned for!

We’re able to do this because of new self-service tech such as Answer Bot, which is included as part of Zendesk Guide. Let’s take a quick look at how it works.

Using deep learning and natural language processing (NLP), Answer Bot scans the text in the customer’s email and then replies to the customer suggesting help center articles that may help them solve their issues themselves.

The customer’s email request of course generated a ticket, so it needs to be solved. The Answer Bot automated reply gives the customer both the information that should help them resolve their issue and a way to then close the ticket themselves–before they’re contacted by an agent. If they don’t close the ticket themselves, they’ll be contacted by an agent who will follow up and close the ticket.

The most exciting part of this, for me, is that you can then report on these self-service ticket resolutions.

With Answer Bot, self-service is now much more integrated as a support channel. We can finally show its direct impact on the ticket queue and on customer satisfaction and present the business with the data we’ve needed to prove its effectiveness. Soon we’ll be able to do this across many of our support channels, which will give us an even fuller multi-channel view into the impact of self-service.

Customers will of course continue to use your self-service content in ways that are disconnected and untrackable as ticket deflection data, but that’s okay. It’s out there helping customers solve their problems, even if you can’t always quantify it.

Learn how to provide a great self-service experience, read 6 tips for building a thriving help center

Anton de Young is a published writer and photographer. As a long-time Zendesk employee, he built the Zendesk customer education and training teams, and then as a marketing director launched the Zendesk customer service leadership program and event series, which he then helped to expand into the Relate website and event series. Now a freelancer, Anton is busy exploring the world from his new home in Lisbon, Portugal. Find him on Twitter: @antondeyoung.


Publish Date: May 22, 2017 5:00 AM

2021 Buyers Guide Automated Call Distributors

Call Center Studio

Call Center Studio
Call Center Studio is the world’s first call center built on Google and is one of the most secure and stable systems with some of the industry’s best reporting. It is one of the most full-featured enterprise grade systems (with the most calling features, one of the best call distribution, outbound dialing features and integrations—including IVR, AI Speech Recognition, blended inbound/outbound calling and includes Google’s new Dialogflow and Speech API. Call Center Studio is the absolute easiest to use (with a 10 minute setup), and is the price performance leader with lower equipment cost and less setup time.

Teckinfo Solutions Pvt. Ltd.

InterDialog UCCS
InterDialog UCCS inbound call center software caters to all incoming customer requests. These incoming requests can come through any channel of customer’s choice e.g. voice, video, email, chat, WhatsApp, facebook etc.. company page or from an integrated website chat. Using InterDailog UCCS call centers can respond to inquiries of the customers and they can also register the complaints of customer as a customer support desk.


Voiptime Contact Center
Our contact center solution allows processing the high volume of client requests from different channels (voice, webchat, email, web callbacks), running massive outbound dialing campaigns, and makes all call center operations visible for management. Voiptime Cloud Contact Center is a professional calling solution for outbound and inbound calls. It’s a plug-and-play software that immediately increases the productivity of your call center department. With the help of our solution you are able to:
- Automate lead prospecting and have 4x more live conversations daily;
- Increase the agent occupancy up to 80-90% with the help of the fastest Predictive dialer;
- Smooth out the peaks of calls by...
(read more)

View more from Zendesk

Recent Blog Posts:
How to increase conversions with chatMay 26, 2017 5:00 AM
Let’s get serious about improving the customer experienceMay 26, 2017 5:00 AM
You don’t always need call center scriptsMay 25, 2017 5:00 AM
Setup your agents and end-users for success with ChatMay 25, 2017 5:00 AM
How customer-centric is your business?May 23, 2017 5:00 AM
Creating a customer service definitionMay 22, 2017 5:00 AM
Ticket deflection: the currency of self-serviceMay 22, 2017 5:00 AM
Improve the agent experience for happier customersMay 22, 2017 5:00 AM
Work smarter: live chat best practicesMay 17, 2017 5:00 AM
Improving the customer experienceMay 15, 2017 5:00 AM

About us - in 60 seconds!

Latest Americas Newsletter
both ids empty
session userid =
session UserTempID =
session adminlevel =
session blnTempHelpChatShow =
session cookie set = True
session page-view-total =
session page-view-total =
applicaiton blnAwardsClosed =
session blnCompletedAwardInterestPopup =
session blnCheckNewsletterInterestPopup =
session blnCompletedNewsletterInterestPopup =