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How to Use Voice of Customer to Reduce Support Tickets
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As a customer experience leader, your goal is clear: cut down on support ticket volume while keeping customers happy. Easier said than done, right?
Building a customer experience process that minimizes ticket volume, customer experience (CX) leaders should focus on leveraging Voice of Customer (VoC) insights. These insights can directly improve both the customer experience and the efficiency of support teams.
We’ve created this five step process:
Step 1: Make VoC a Non-Negotiable
VoC isn’t a “nice-to-have.” It’s the backbone of your support strategy. Your team is flooded with feedback—surveys, chats, tickets—but turning that data into insights is what separates the pros from the amateurs.
Why it matters: Stop guessing where the problems are. VoC helps you move from where issues are happening to why. When you get to the root, you cut repeat tickets. Simple.
Do this: Collect feedback from everywhere—surveys, tickets, interviews—and centralize it. Platforms like Enterpret make this easy. The more organized the data, the better the insights.
Here's a step by step guide for starting your own Voice of Customer Program.
Step 2: Root Cause Elimination (RCE)—Your Ticket to Reducing Tickets
RCE sounds fancy, but it’s just a system for finding and fixing the biggest issues. Prioritize problems by their revenue impact or customer churn potential and knock them out, one by one.
Why it matters: Not every ticket is created equal. Some issues hit revenue harder than others. Focus on what’s really costing you and your customers.
Do this:
- Consolidate feedback to see the full picture.
- Use automation to surface recurring issues.
- Prioritize based on revenue impact.
- Fix those root problems.
- Measure success and iterate.
Step 3: Play the Pareto Game
Let’s talk Pareto: 80% of your tickets come from 20% of the problems. Bugs and education gaps usually top the list. Solve these first, and watch your tickets drop.
Why it matters: Focusing on the small set of recurring issues gets you big wins. Instead of trying to do it all, zero in on the 20% that’s eating up your team’s time.
Do this:
- Group feedback into themes (bugs, UX, usability issues).
- Prioritize those that cause the biggest volume of tickets.
- Automate solutions where you can, and reduce human dependency.
Step 4: Automate Self-Service for the Win
Apollo.io slashed human interaction by over 40% by creating killer self-service resources. The key? Building resources based on real feedback. No more basic questions clogging up your support channels.
Why it matters: If customers are hitting you up for simple fixes, you're wasting everyone’s time. Use VoC insights to create in-app guides, product tours, and help docs that answer questions before they’re even asked.
Do this:
- Use VoC data to figure out what users struggle with.
- Build self-service content like FAQs, guides, and tutorials to help customers help themselves.
Step 5: Measure, Tweak, Repeat
It’s not enough to throw a solution at the wall and hope it sticks. You need to track, tweak, and evolve. Apollo.io is constantly measuring their support metrics to make sure they’re getting it right.
Why it matters: You don’t just want fewer tickets—you want happier customers and more efficient teams. Tracking the impact of your changes ensures you’re heading in the right direction.
Do this:
- Track support ticket volume, customer satisfaction, and time spent on tasks.
- Adjust your VoC program based on these insights.
Enterpret helps teams lower Support Ticket Volume
The Browser Company uses Enterpret to keep customers happy
The Membership Team has seen negative reports about @arcinternet performance really drop within 3 months with Enterpret's help. (See the original tweet!)
Feeld uses Enterpret to monitoring product releases
Enterpret helped Feeld to quickly and efficiently identify issues during a recent launch while maintaining the day-to-day operations of the app.
When the quantity of tickets increased, Enterpret helped Feeld analyze Members’ issues more quickly to make faster adjustments to the app. "Enterpret allowed us to listen to specific issues and come closer to our Members - prioritizing feedback which needed immediate attention," recalls Louise, pointing to features around stack ranking. “When it came to monitoring reception of new releases: Enterpret picked up insights for new updates and became the eyes of whether new systems and functionality were working well or not.”
Apollo.io reduces human inquiry rate by over 40% using VoC
"Since launching our Voice of Customer program six months ago, our team has dropped our human inquiry rate by over 40%, improved customer satisfaction, and enabled our team to allocate resources to building features that increase LTV and revenue.”
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Cutting down support tickets isn’t about doing more—it’s about doing better.
Using VoC to spot trends, solve recurring problems, and give customers the tools they need to succeed, you’ll not only reduce tickets—you’ll improve the overall experience.
Ready to make it happen and need some help? Get in touch with our team!
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