Your Customers Have a New Help Desk. It Isn't You.

Before opening a support ticket, there’s a pretty good chance your customer already asked AI. They pasted the error into ChatGPT, searched Reddit, restarted something, and maybe changed a setting they probably shouldn’t have changed. Then they called you. Gartner recently found that customers are about 3x more likely to use third-party GenAI tools than a company’s own chatbot when trying to solve a customer service issue.

So the support experience is changing. Some of the easy stuff gets solved before it ever becomes a ticket. What makes it to your team may be the weirder problems, the frustrated users, and the person who already spent 30 minutes trying to fix it themselves. Which makes customer feedback even more important. Keep sending the surveys. Keep watching CSAT. You still need to know what the customer thought. But the score only tells you so much.

A customer gives you a 5. Great. But the tech who worked the ticket might know they’ve seen the same problem six times this month, or that the customer’s setup is making every ticket harder than it needs to be, or that there’s a small issue nobody is complaining about yet but probably will be soon. That’s the Tech Insight behind the survey. The customer tells you how the experience felt. The technician can sometimes tell you why.

Put those two things together and you start getting a much better picture of what’s actually happening with your customers. That’s where customer satisfaction gets interesting.