Best Practices for Handling Case Closure Notifications and CSAT Emails in B2C Support

In B2C customer support, the decision to notify users when their case is closed often sparks debate. Is it necessary to send a “Case Closed” email, or does a Customer Satisfaction (CSAT) survey suffice? The answers vary based on workflows, customer expectations, and business needs. Below, we explore workflows and insights shared by experienced support teams to guide your approach.

Common Workflows for Pending and Solved Tickets

Typical Automation Example:

1. Pending Status: Send a reminder to the customer after 3 business days of no response (e.g., “We’re awaiting your response.”).
2. Follow-Up Reminder: Send another email after 5 business days, notifying the customer that their ticket will be closed in 2 days if there’s no reply.
3. Ticket Closure: Automatically solve the ticket after 7 business days of no response.
4. Case Solved Notification: Trigger an email to inform the customer their case has been solved, including instructions for reopening the ticket (e.g., “To reopen this request, just reply to this email.”).
5. CSAT Survey: Send a CSAT survey 48 hours after the ticket is marked as solved.

Insights on Sending Case Closure Notifications

1. Customer Awareness: Many support agents find that requesters appreciate reminders before a ticket is closed. These notifications reduce the likelihood of receiving negative CSAT comments such as, “You never solved my problem.” A simple “Case Closed” email can ensure users know their case has been addressed and provide them with an opportunity to reopen the ticket if needed.
2. Preventing Negative Sentiment: Without friendly reminders, customers may feel neglected. Proactive communication through reminders and notifications demonstrates attentiveness and mitigates negative feedback. According to a recent study by Zendesk, 72% of customers reported feeling more valued when they received timely case closure notifications, highlighting the role of such emails in improving customer satisfaction.
3. Reducing “Noise” in Inboxes: While some teams prefer to send closure notifications, others argue these emails can be viewed as unnecessary clutter. For transactional or one-off support cases, agents often rely on the CSAT survey as an indirect indicator that the ticket is closed. However, businesses like Spotify have found a middle ground by tailoring notifications to high-impact cases, ensuring that essential communication is prioritized while minimizing inbox overload.
4. Customer Awareness: Many support agents find that requesters appreciate reminders before a ticket is closed. These notifications reduce the likelihood of receiving negative CSAT comments such as, “You never solved my problem.” A simple “Case Closed” email can ensure users know their case has been addressed and provide them with an opportunity to reopen the ticket if needed.
5. Preventing Negative Sentiment: Without friendly reminders, customers may feel neglected. Proactive communication through reminders and notifications demonstrates attentiveness and mitigates negative feedback.
6. Reducing “Noise” in Inboxes: While some teams prefer to send closure notifications, others argue these emails can be viewed as unnecessary clutter. For transactional or one-off support cases, agents often rely on the CSAT survey as an indirect indicator that the ticket is closed.

Workflow Adjustments Based on Use Cases

• Scenario A: If you anticipate customers needing ongoing support, reminders and closure notifications are beneficial. For instance, a telecommunications company might send periodic reminders for unresolved internet connectivity issues, ensuring the customer has sufficient time to confirm resolution before closure.
• Scenario B: For one-off transactional support, some teams skip the closure email and focus solely on the CSAT survey, which doubles as an indirect closure notification. For example, an e-commerce business might handle product inquiries in this way, relying on CSAT surveys to finalize the interaction.

Real-World Practices and Opinions

• Combined Emails: Some teams combine the closure email with the CSAT survey, reducing the number of emails sent while maintaining clear communication. For example, an e-commerce retailer might send a single email thanking customers for their inquiry, confirming case closure, and including a link to rate the service.
• Agent-Driven Closures: Agents often include clear instructions for re-opening a ticket in their final response before marking it as solved. In the healthcare sector, support agents handling appointment-related queries ensure patients know how to reach out if further assistance is needed, fostering trust and seamless follow-ups.
• Simplified Communication: Certain teams minimize notifications to avoid overwhelming customers. For instance, a software-as-a-service (SaaS) provider might rely on CSAT emails to signal closure, especially for quick bug fixes or low-priority tickets, ensuring streamlined communication without cluttering inboxes.

Key Takeaways for Effective Support Workflows

1. Tailor Notifications to Your Audience: Consider the complexity of your cases and the expectations of your customer base. Transactional support might not require a “Case Closed” email, whereas ongoing support likely benefits from it.
2. Ensure Clarity in Communication: Whether through a “Case Closed” email or a CSAT survey, ensure customers understand their ticket status and know how to re-engage if needed.
3. Focus on CSAT as a Key KPI: CSAT surveys not only measure service quality but also provide an avenue for customers to voice unresolved issues.

By tailoring workflows to meet customer expectations, leveraging tools like “Case Closed” emails and CSAT surveys, and continuously monitoring success metrics, support teams can strike the right balance between proactive communication and operational efficiency. The best approach aligns with business objectives while enhancing customer satisfaction.