How Calls + Ticketing = Personalized Customer Service

There’s no doubt about it — the expectation and demand for personalized customer service is growing every day. In fact, our survey found that 42% of consumers would rather wait for an agent with the right knowledge than get a fast answer. 

But what does personalized service actually mean, and how can you deliver it?  

Let’s dive in. 

What is ‘personalized customer service’?

Years ago, people shopped at local stores, served by the same shopkeepers every day of their lives. That’s personal service.

Now, you buy products across the globe, from brands who know your purchase history, and the products are delivered to your door. That’s personalized service.

You need a bit of both.

In call centers, providing ‘personal’ service depends on friendly agents and good relationships. That’s pretty easy.

But personalized customer service means knowing the best way to handle every single call in a way that best suits each customer. Across millions of calls, that’s pretty hard.

So how can you give each customer a personalized experience?

To deliver truly personalized service, you need to answer two questions:

  • What do we know about this customer?
  • What do we think this customer will need next?

It seems simple, right? But finding and using that information can be surprisingly hard. Let’s explore how the babelforce integration with Freshdesk makes this possible.

Scenario 1: Keeping your customers

The first goal of personalized service is to delight your customers and stop them from leaving. However, it also works towards a second goal: increasing the lifetime value of your customers.

return customer

Let’s say I’m one of your customers, and I’ve recently had some problems with your product. I’ve probably reached out to your customer support team to record my concerns; it should be clear to anyone who looks at my activity in CRM or ticketing that I’m at risk of churning.

So, when I call you, you’ll ideally route me to a retention team, right? But… how will you actually make that happen? Do I have to speak to an agent who’ll look up recent tickets and transfer me? It won’t surprise you to learn that callers really don’t like getting passed between agents.

That’s why integrating data from your ticketing and CRM software with your telephony makes sense. In fact, as soon as I call, your IVR should be checking my profile for any important information, like previous tickets, in order to route me to the right team.

You can also design call routing journeys based on specific brands, languages or agent skills. Not only will these personalized touches help you retain customers, they’ll encourage them to become repeat customers who are loyal to your brand. 

Scenario 2: Providing consistent support

Not only do customers hate getting passed around, they hate explaining their problem more than once. In fact, over 70% of customers expect you to know who they are as well as what they’ve purchased and what they’ve called about before.

customer trends

Let’s put it another way: when a customer calls for an update, they expect information to go in one direction – from you, to them.

This is another situation where integrated systems come to the rescue.

For instance, you can set up your Freshdesk-bableforce integration so that when an incoming call is associated with an open ticket, your integrated Freshdesk signals that the live ticket is the most likely cause. That in turn can trigger a response you’ve chosen in advance. In this example, you could have your IVR ask, ‘are you calling for an update?’

That way, you can keep the caller informed without needing to put them in the agent queue. That’s something you can explain in IVR, rather than putting them in the agent queue and wasting their time (and yours).

Scenario 3: Giving your customers options

Sometimes, automated services are a better option than a live agent. Unfortunately, customer support teams have a reputation for using automated services to save money without considering the customer experience.

But, there have been two significant changes recently. 

First, technology and better data access have made it easier to create better and more personalized automated customer experiences. These are not the pain point they were a decade ago.

Second, customer behavior has changed. Customers have come to expect (and even prefer) self-service with almost three-quarters of customers believing they should be able to solve product or service issues on their own.

customer frustrations

So when a customer calls, it’s a good idea to give them self-service options. That might mean that they use your IVR to request or supply information. Or, the neatest solution might be an SMS with a link to the right part of your website or online help portal.

How can you bring this to life?

Each scenario we’ve looked at can be managed by using babelforce to integrate your call data with Freshdesk, and other systems when necessary.

Just like we said at the start, personalized service means figuring out what you know about a customer, and using that information to predict their next action. But without integrated systems – like telephony, ticketing and CRM – you’re stuck relying on agents to do time-consuming detective work. 

babelforce integrates across APIs to put call and customer data from any number of sources into your tickets. 


It’s not even a problem if data is missing from your Freshdesk, or that it’s out-of-date. babelforce is a ‘No-Code’ platform, so you can create processes to automatically extract data from every call, email, web query or SMS you receive.

You don’t need in-depth technical knowledge either; when inspiration strikes, you can create their ideal customer experience, on your own, in a matter of hours. Personalized service doesn’t have to be an uphill struggle – read more about the babelforce integration for Freshdesk, and see for yourself.