Ticket Volume
The total number of customer support contacts received in a given period.
Definition
Ticket volume is the raw count of inbound customer contacts — emails, chats, DMs, calls — received over a defined period (daily, weekly, monthly). It is the primary input for ops staffing and cost planning.
Why It Matters for Shopify Brands
Ticket volume spikes are predictable (launches, BFCM, seasonal sales) and must be planned for. Brands that plan for volume spikes maintain quality; brands that don't see response times and CSAT deteriorate.
Benchmarks
A useful normalization metric is contacts per order — total tickets divided by total orders. Under 2% is good; above 5% indicates systemic product or communication issues.
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