I want to walk you through a practical audit checklist I use when hunting for the one knowledge article that can deliver a meaningful deflection lift—typically in the 8–12% range—for a digital support channel. This is the kind of win that scales: one well-placed, well-written article that...
Apr 13, 2026
• by Claire Moreau
Latest News from Customer Carenumber Co
I used to love macros. They promised consistency, speed, and a way to scale support without hiring an army. But over the years I watched the very thing meant to speed conversations quietly erode one of the hardest-earned metrics in support: CSAT. In countless Zendesk instances and similar ticketing systems, macros become templates of convenience that forget the person behind the ticket. The...
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When my team prepared to migrate our support platform last year, we focused on feature parity and API depth — the things vendors love to demo. What we underestimated was the human cost: hidden training time, repeated context-switching, and months of subtle inefficiencies that only became visible when agents were live on the new system. Over a decade working across CX operations and support...
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Every support leader I’ve worked with wants the same thing: to know about a problem before it becomes a trend. Dashboards that show churn rising a week after the fact are useful — but they’re not useful enough. What I build instead are nightly analytics pipelines that surface rising churn signals from chat transcripts the morning after the pattern starts. This lets product, ops, and support...
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When teams ask me how to choose a support platform, the first thing I tell them is: don’t judge a vendor on feature checklists alone. The real decision-maker is the total cost of ownership (TCO) — and the only reliable way to estimate that is by running a vendor trial designed specifically to surface migration, customisation, and training costs. I’ve run dozens of trials for SaaS support...
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I once walked into a support ops meeting where the CSAT had slipped three points overnight and the product team wanted answers fast. Our chatbot handled a large chunk of inbound volume, so all eyes turned to it. We had no time for a full rewire, but we did have seven hours. What I’ll share below is the exact audit I ran that day — how I found the hidden failure modes that were silently...
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I’m often asked how teams can reliably route conversations and preserve context across channels without hoarding personal data. After ten years working with support stacks and analytics, I’ve built and audited several identity approaches that strike a balance between usability and risk. In this piece I’ll walk through pragmatic patterns for a privacy-first customer identity layer you can...
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When teams talk about "reducing effort" in support, they usually mean time saved or fewer touches. Those are important, but they miss a critical dimension: emotional effort — the cognitive and emotional work a customer does to get unstuck. I've spent years watching support journeys and the worst churn stories almost always trace back to small emotional spikes that pile up. In this piece I'll...
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When teams ask me whether they should rely on Zendesk macros or build custom automations to reduce reply time, my instinct is to say: “Test it.” The answer depends on your ticket patterns, volume, agent workflows, and technical comfort. Over the years I’ve run A/B tests across support stacks to isolate what actually moves the needle — and you can too. Below I share a practical playbook I...
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I want to share a practical framework I use when designing a 30-day chatbot-to-human handoff plan that both reduces escalations and protects customer satisfaction (CSAT). I’ve seen teams rush handoffs — either dumping complex queries on agents too early, or keeping customers stuck in bot loops too long — and both scenarios damage trust. This guide walks through the principles, the...
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In my experience, one of the trickiest measurement problems in digital support is proving that knowledge base updates actually cause deflection lift. Teams often have the intuition—searches drop, contact volume falls—but without a consistent event schema across channels it's nearly impossible to attribute change to a content update rather than seasonality, product changes, or bot tuning....
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