Customer Service Ticket Forms

Designing a feedback loop from Robo customer service to the product development teams.

The problem

  • Customer service is inundated with support tickets. Many of these are repeated issues.

  • Engineering has no data as to what the top issues are among our customers. This makes it difficult to prioritize what improvements to focus on during the product development cycles.

How might we use insight gained from customer service issues to report the most common quality issues and customer pain points, so that we may systematically drive changes back into the product design and production processes and increase overall customer satisfaction?

Key insights

  • As a customer service agent, I want to be able to report back to engineering what the most common issues are (without burdening my workload) so as to reduce the number of repetitive tickets that I answer.

  • As an engineering team member, I want meaningful and easily digestible data on the top customer issues and feedback, so I know what to focus on in order to improve the overall product quality and user experience.


Use the existing forms tool within Zendesk (customer service platform already in use) to complete a summary of each ticket before it is closed out. The format and structure of the forms were customized to collect meaningful data without burdening the agent filling in the information. The form fields are to be populated via dropdown menu items so as to keep the data points fixed and therefore organizable. The dropdown menu items are conditional, meaning the previous selection will determine selection options in the next field, so only relevant options are available. The form completion is mandatory before closing out each ticket to ensure all data is captured. The data collected with these forms will be exported as a spreadsheet report for engineering and business analysis. For the first phase, standard sorting functions in excel will be sufficient to analyze the data, although macros can easily be applied to automate the process in the future.


  • The form structure must be generic enough to encompass the variety of customer service issues across multiple products.

  • The form must simple must be enough for customer service to complete with minimal time and effort.

  • The exported report must be detailed enough to identify specific components or processes that are problematic.

  • The exported report must be easy for engineering to read, sort and tally repeated issues.

The result is the following organizational scheme:



I first drafted a structure for a form/report format that fits all products (3d printers, accessories, software products). 

Then I refined and validated the structure by taking examples of known issues and organizing them into the structure.

Thought process: "The extruder is not extruding because the user loaded filament incorrectly, so they reloaded it to fix it."

Thought process: "The extruder is not extruding because the user loaded filament incorrectly, so they reloaded it to fix it."

Then we built out a mind map with all potential issues (for two examples) and organized issues to fit the outlined structure.

Lastly we implemented just the first three sections, PRODUCT > CATEGORY > SUBCATEGORY > COMPLAINT as a test run for a month. Once the concept was proven, we programmed the remaining sections, ACCOUNTABLE > ISSUE > SOLUTION in the order of the most often occurring issues.