ticket deflection

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We are using our forums to deflect tickets from Zendesk, easy answers, procedural, small bumps that people come up with and I wanted to know: how are people measuring deflection? Is there a way that anyone is using CHA to track deflected tickets as well as looking at conversations that had already been started that would have been a ticket but was already answered? 
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Jaclyn Schoof

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Posted 3 years ago

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Kristen Gastaldo

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Hey Jaclyn - We've had a ton of conversations about ticket deflection. We've gone with questions or problems that are marked answered or solved - those all count as 1 case. And the number of +1s to those also count as a case. Counting those as deflections. This is a pretty conservative way of looking at it (it seems across the industry), but I feel pretty comfortable with those assumptions.
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David Rowley, Alum

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We like to calculate it by looking at two factors: direct resolution and indirect resolution. Direct resolution is the number of resolved questions and problems in your community. We know those deflected a ticket at least for the question/problem author. Indirect resolution is based on the number of page views of resolved questions/problems. Some percentage of those page views deflected a ticket--that percentage is based on your own heuristics, but we usually take a low and high estimate of 10% - 30%. You can do an roi calculation by multiplying (direct + indirect resolution) by your cost per ticket, then subtracting from that the cost of running your community. It's not uncommon for us to see > 1000% roi using this calculation.
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Jaclyn Schoof

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Thanks for your replies but is there anything besides anecdotal evidence that you are actually getting 30% deflection of answered topics? We also are posting Tips of the Day which we are hoping to deflect tickets as well- is there a concrete way to measure that besides tracking known registered community users and registered support users?
Thanks
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Elena Painter

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I ditto your question on the 30% deflection of topics.

David - How did you arrive at the 10 - 30% range? 
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Roy

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David is no longer with GetSat :-( and Tashina is out on a jolly (sorry, networking with clients at a conference) :-)

But perhaps there is someone left in the office who might know?
(Edited)
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Tashina, Community & Education Manager

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As Roy said, Dave is no longer with the company so I can't speak to his numbers. But I think the range he was suggesting him saying 30% ticket deflection but a range to use, with 30% being the high end, to figure out community deflection. 10%-30% is a safe range to use since deflection can be tricky to track. This way you're ensuring that you have a more solid and realistic number that you can duplicate each quarter if needed. Does this help?
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David Rowley, Alum

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I'm gone, but I'm not dead. ;-)

The 10-30% deflection rate is a heuristic applied to pageviews on answered questions/problems.  The idea is that you would tune this number based on your own experience--perhaps by following up with email surveys or some other method.  For some, even 10% might be high.  We used to have a calculator to help with this estimate, and it allowed you to dial in a percentage based on your judgement.  I'm not aware of any published standard in this area (and we did look for one ~2 years ago).  If there has been recent guidance on this, it would be great to share it here.
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Roy

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Hell no, or IAC Publishing Labs would be out a CTO!
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Elena Painter

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Thanks for the response!! :) 
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Elena Painter

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Yes, but I'm trying to understand what the right range is. Is 10 - 30% an industry standard?
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Jaclyn Schoof

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Hi Elana,
We are still trying to quantify this, we haven't really seen an overall drop in tickets of the type we would expect to be answered by the forums but we have seen a small percentage (~2-5%) of decrease on normalized data - in short I would still really like to know how they are calculating a 10-30% deflection rate.
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Grey Stepp

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Hey there, I am also interested in this information, if you've been able to quantify the choice to look at that percentage range.  I know it may not be the easiest thing to come up with, but I feel like it would be helpful for me to "sell" these metrics as something useful.  

I totally get the idea that what you're more looking for here is a trend line and it's not so much about the exact number, but rather seeing that line go "up and to the right"!  :)