How to Use Voice of Customer to Reduce Support Tickets

Tiffany Go
Head of Product Marketing
September 19, 2024

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:

  1. Consolidate feedback to see the full picture.
  2. Use automation to surface recurring issues.
  3. Prioritize based on revenue impact.
  4. Fix those root problems.
  5. 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.”

Read the full story

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.”

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!

Get a demo with your data
Wisdom saves me hours every week. With 'Summarize with Wisdom,' I can condense feedback with a single click, replacing the tedious process of reading through hundreds of tickets. It’s life-changing!
Jil McKinney
Director of Customer Support, Descript
Before Enterpret, organizing research data took an entire day. Now, research synthesis is 83% faster - it takes just 15 minutes to pull the data and another 15 minutes to start synthesizing. Enterpret removes the manual work, allowing me to focus on strategic thinking with a clear mind.
Mike McNasby
User Research Lead, Descript
We are laser-focused on giving customers more than they expect through a hospitality-first, individualized approach to drive retention and loyalty. Enterpret has allowed us to stitch together a full picture of the customer, including feedback and reviews from multiple data points. We now can super-serve our loyal customers in a way that we have never been able to before.
Anna Esrov
Vice President of Customer Experience & Loyalty
Enterpret allowed us to listen to specific issues and come closer to our Members - prioritizing feedback which needed immediate attention, 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.
Louise Sellars
Analyst, Customer Insights
Enterpret is one of the most powerful tools in our toolkit. It's very Member-friendly. We've been able to share how other teams can modify and self-serve in Enterpret. It's bridged a gap to getting access to Member feedback, and I see all our teams finding ways to use Enterpret to answer Member-related questions.
Dina Mohammad-Laity
VP of Data
The big win-win is our VoC program enabled us to leverage our engineering resources to ship significantly awesome and valuable features while minimizing bug fixes and" keep the lights on" work. Magnifying and focusing on the 20% that causes the impact is like finding the needle in a haystack, especially when you have issues coming from all over the place
Abishek Viswanathan
CPO, Apollo.io
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.
Abishek Viswanathan
CPO, Apollo.io
Enterpret's Gong Integration is a game changer on so many levels. The automated labeling of feedback saves dozens of hours per week. This is essential in creating a customer feedback database for analytics.
Michael Bartimer
Revenue Operations Lead
Enterpret has made it so much easier to understand our customer feedback. Every month I put together a Voice of Customer report on feedback trends. Before Enterpret it would take me two weeks - with Enterpret I can get it done in 3 days.
Maya Bakir
Product Operations, Notion
The Enterpret platform is like the hero team of data analysts you always wanted - the ability to consolidate customer feedback from diverse touch points and identify both ongoing and emerging trends to ensure we focus on and build the right things has been amazing. We love the tools and support to help us train the results to our unique business and users and the Enterpret team is outstanding in every way.
Larisa Sheckler
COO, Samsung Food
Enterpret makes it easy to understand and prioritize the most important feedback themes. Having data organized in one place, make it easy to dig into the associated feedback to deeply understand the voice of customer so we can delight users, solve issues, and deliver on the most important requests.
Lauren Cunningham
Head of Support and Ops
With Enterpret powering Voice of Customer we're democratizing feedback and making it accessible for everyone across product, customer success, marketing, and leadership to provide evidence and add credibility to their strategies and roadmaps.
Michael Nguyen
Head of Research Ops and Insights, Figma
Boll & Branch takes pride in being a data driven company and Enterpret is helping us unlock an entirely new source of data. Enterpret quantifies our qualitative data while still keeping customer voice just a click away, adding valuable context and helping us get a more complete view of our customers.
Matheson Kuo
Senior Product Analyst, Boll & Branch
Enterpret has transformed our ability to use feedback to prioritize customers and drive product innovation. By using Enterpret to centralize our data, it saves us time, eliminates manual tagging, and boosts accuracy. We now gain near real-time insights, measure product success, and easily merge feedback categories. Enterpret's generative AI technology has streamlined our processes, improved decision-making, and elevated customer satisfaction
Nathan Yoon
Business Operations, Apollo.io
Enterpret helps us have a holistic view from our social media coverage, to our support tickets, to every single interaction that we're plugging into it. Beyond just keywords, we can actually understand: what are the broader sentiments? What are our users saying?
Emma Auscher
Global VP of Customer Experience, Notion
The advantage of Enterpret is that we’re not relying entirely on human categorization. Enterpret is like a second brain that is looking out for themes and trends that I might not be thinking about.
Misty Smith
Head of Product Operations, Notion
As a PM, I want to prioritize work that benefits as many of our customers as possible. It can be too easy to prioritize based on the loudest customer or the flavor of the moment. Because Enterpret is able to compress information across all of our qualitative feedback sources, I can make decisions that are more likely to result in positive outcomes for the customer and our business.
Duncan Stewart
Product Manager
We use Enterpret for our VoC & Root Cause Elimination Program. It's helping us solve the issues of aggregating disparate sources of feedback (often tens of thousands per month) and distilling it into specific reasons, with trends, so we can see if our product fixes are delivering impact.
Nathan Yoon
Business Operations, Apollo.io