In so many companies, there is far too limited communication between different teams or units (product, marketing, support, sales etc.). In many cases, when a support ticket comes in, a support agent resolves it, responds to a customer, and the work is considered complete.
But support tickets should not literally "die" and be forgotten, when hitting the button 'Mark as Resolved'.
Keep asking yourself: What was the issue? Why did the customer have that problem? Where are the bottlenecks in the product functionality? How can we make sure this problem does not happen again? These are the questions that matter, and both product and support teams should take them into account.
Customer support is a valuable source of information on user behaviour and user experience.
Support queries help better understand how your users interact with your product, which features are hard to master, which have the most bugs, and so on.
At ClauseMatch we provide statistics on reported incidents along with user feedback to our product team on a regular basis. Additionally, we structure our internal communications and processes to ensure all teams interact with one another all the time which keeps us all aware of what's going on with different business and product aspects.
A nice example would be the following case.
Our platform allows document export as PDF or Word files. One of the questions a user asked us was if there was a way to download an older version of a document or at least to view a clean copy of an old version (i.e. not in comparison with the new one). There were certain cases when a clean old version of a document was required to be examined as a part of an investigation in case of a policy breach. We studied the case and learned that such functionality will indeed bring value to our customers in financial firms as it is crucial for them to be able to track full audit trail and control all changes.
Now it's possible to download and view clean old versions and also download any version's audit trail.