How to create a Submit a ticket form

If you’re serious about Customer Success, you provide high quality content like technical documentation, customer stories, use-cases, and articles. But you can never address all the issues someone may have, so human support is also necessary.

In this article, I walk you through how and why we built our “Submit a ticket” typeform – the one you can find at the bottom of every Help Center article.

At first, I drafted a fairly complex typeform with lots of questions. I thought the more information we collected, the better we’d be able to assist customers with our (then) small Support team.

But I quickly realized that customers are human beings, and want to talk to us because they’re not able to do something, or are experiencing a problem. They could be frustrated, or even annoyed when submitting a ticket. One thing that could fuel that frustration is an endless form. So with help from Eva, our Director of Support, we decided to make it fairly short.

Here is a dummy version of our Submit a ticket typeform:

And here’s how I built it:

  1. I added a Welcome screen with our logo, to greet customers. I also added information on the hours the Support team covers – so they’ll know what to expect in terms of response time: How to create a Submit a ticket form 01
  2. The first question is a Short text question asking for a name: How to create a Submit a ticket form 02I made this question required, so people cannot skip it. Also, unless this question is answered, the following one won’t pop up due to the fact that I am piping this answer to the next question’s text.
  3. The second question is an emotion check question, using a Picture choice question type. I am piping the answer from the first question into this one. This enables me to address the visitor by his or her name and make the experience more personal: How to create a Submit a ticket form 03
  4. Bojana, our only UX HX (Human eXperience) specialist at the time, helped selecting the list of emotions. She suggested using the classic emojis, as now everyone understands them. She put them in order of most frustrated to most happy-negative emotions first to make people feel OK about feeling bad (if they are). People could feel pushed into saying they’re happy if we put positive emotions first. This could be even more true for shy/passive people. With this information an “emotional state” tag is automatically added tickets. The Support person answering can therefore see what emotional state the customer is in, which helps us reply appropriately.
    This question is optional, giving the opportunity to whoever is in a hurry to skip it.
  5. I added a Multiple choice question next, where the customer chooses the area his or her issue is related to: How to create a Submit a ticket form 04This helps the people stop for a moment and, analyze the issue. The selected value is used in the Subject line of the email (generated with a Zap) once the form is submitted. This, again, helps Support agents get an idea what tickets are about, when skimming through them. It also makes it easier to recognize when common issues occur, which we can use to improve Typeform.
  6. I added a Long text question next. This is where people can explain more about their issue. How to create a Submit a ticket form 05This question is also set as required.
  7. The last question collects an email address, another required question. Without this we can’t get back to anyone! How to create a Submit a ticket form 06We want to prioritize requests. We use filters in our ticketing system Zendesk, so tickets go to different views based on the plan associated with the email. The plan is fed into Zendesk from Intercom.

Once the form was ready, Eva set up a Zap that triggers emails from the email address input at Question 6 (added under Step 7), to the email configured with the Zendesk “inbox” we have. Basically, whenever someone submits a ticket, it triggers an email that appears in Zendesk as a ticket.

You can set up a similar Zap using this Help Center article: Send email notifications or follow-ups from new typeform entries.

Want to find out more about Customer Success? Check out Nearly everything you need to know over on our blog.

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