Support tickets are noisy, messy, and usually urgent. But buried in that chaos are patterns that tell you exactly what to build next.
The challenge isn’t finding ideas, it’s filtering them.
Sales want speed. Support wants relief. Product wants strategic bets. So how do you turn ticket noise into signal?
You use a scoring model. One that prioritises impact, not volume. Here’s how it works.
Why You Can’t Just Count Tickets
Raw ticket volume is misleading. Ten users asking the same thing doesn’t mean it’s a roadmap item. It might be a doc issue. Or a bad default. Or something your top-paying customers will never touch.
You need context.
Who’s asking? How often? What does it cost to you? What does it unlock?
The Scoring Model
Score each recurring request on five axes:
1. Customer Impact
- High: Blocks onboarding or core feature usage
- Medium: Causes friction but has workarounds
- Low: Annoying but doesn’t stop value
2. Frequency
- High: Weekly or more, across multiple customers
- Medium: Monthly, or from a single key account
- Low: Rare or only surfaced once
3. Strategic Fit
- High: Aligns with long-term product vision
- Medium: Adjacent to current goals
- Low: One-off request with no clear follow-on
4. Revenue Leverage
- High: Tied to current or upsell accounts
- Medium: Mid-tier accounts or renewal risk
- Low: Small customers or non-revenue users
5. Support Load
- High: Causes high ticket volume or escalations
- Medium: Creates a few manual tasks per week
- Low: Solvable with macros or docs
Add it up. Force-rank. Now you’ve got a list that isn’t just loud—it’s logical.
What to Do With It
- Review the top 10 each quarter with product, support, sales
- Label the quick wins vs. roadmap items
- Ship a fix, or ship a workaround (macro, guide, template)
- Report back: “We got this from support tickets” – that builds trust
This isn’t just for triage. It’s for alignment. Because the roadmap isn’t what the CEO dreams up. It’s what the business needs, backed by data from the frontlines.
Support sees the future first. This model helps you listen at scale.
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