In the age of digital transformation, many organizations still rely on manual processes like phone calls for
critical customer support. The challenge isn’t eliminating the phone; it’s eliminating the data black hole<\/b>
that follows.<\/p>\n
This case study breaks down how we helped a major financial institution centralize its entirely manual,
phone-based customer support process into a structured, highly accountable workflow using Jira Service
Management (JSM).<\/b><\/p>\n\n\n\n\n\n\n\nThe Business Problem?<\/h2>\n\n\n\n
Our client, a provider of multiple digital products, handled all customer support via direct phone calls.
While the support agents were excellent, the process was completely opaque.<\/p>\n\n
They urgently needed a solution to address:<\/p>\n\n\n\n\nZero Visibility:<\/b> No central, digital record of customer call details.\n\n\n\nUnmanaged Flow:<\/b> No defined workflow for coordination with specialized teams (e.g., Development, Back Office, Product Management Group).\n\n\n\nAmbiguous Timelines (TAT):<\/b> Lack of reliable tracking for promised callback and resolution Turnaround Times (TAT).\n\n\n\nInconsistent Escalation:<\/b> No standardized approach for prioritizing and handling irate or time-breach escalations.\n\n\n\nThe mandate was clear:<\/b> The manual call process must remain, but the tracking, accountability, and reporting had to be digitized. Jira Service Management was chosen as the central platform.\n\n\n\n\n\n\n\n\nSolution Architecture , Building a Unified JSM Tracking System<\/h2>\n\n\n\n
Our core strategy was to configure a single, comprehensive JSM project to act as the Single Source of
Truth (SSoT)<\/b> for every customer interaction, from initial call logging to final resolution.<\/p>\n\n\n\n1. The Centralized Ticket Logging System<\/h3>\n\n\n\n
The first step was to mandate that every call logged must result in a detailed JSM ticket. This transformed\na verbal conversation into a structured data record.<\/p>\n
To achieve this, we configured an extensive set of Custom Fields<\/b> to capture all necessary business\ncontext upfront.<\/p>\n
Key Custom Fields Implemented:<\/b><\/p>\n\n\n\n\nCustomer & Context:<\/b> Customer Name, Contact Number, Business Name, AMC Name.\n\n\n\nIssue Details:<\/b> Product (critical for flow routing), Reason for Call, Severity, Problem Description.\n\n\n\nService Level:<\/b> Callback Requirement, Committed TAT, Escalation Status.\n\n\n\n\n2. The Unified Workflow: Handling Live vs. Under-Development Products<\/h3>\n\n\n\n
The most complex requirement was merging two fundamentally different support streams, queries about\nLive Products<\/b> and queries about Under-Development Products<\/b> into a single, coherent workflow.<\/p>\n
We built one powerful JSM workflow with statuses that clearly indicate the ticket's position in either the\nDevelopment lifecycle or the Operations queue.\n\n\n\n\n\n
Key Statuses<\/strong><\/p>\n<\/div>\n\n\n\n A significant win was introducing formal tracking for performance metrics and managing risk.<\/p>\n\n\n\n A. TAT Tracking and Follow-Up<\/b> \n We defined fields to track both the Callback TAT (when the Agent will call the customer back) and the B. Robust Escalation Management<\/b><\/p>\n To properly prioritize urgent or high-risk issues, a dedicated escalation framework was implemented using This ensures escalated tickets are visually distinct, prioritized by the responsible teams, and follow a pre- For every manual conference call with a Subject Matter Expert (SPOC) or an assignment to Back Office The Outcome , the Controlled Transparency<\/b><\/p>\n The project successfully delivered a powerful, non-invasive digital layer over a legacy manual process.\n\n\n\n\n\n <\/p>\n\n\n\n The success of this implementation highlights a critical lesson for the financial sector: accountability is the
Flow<\/strong>\n<\/div>\n\n\n\n
Info\n<\/div>\n\n\n\n3. Tracking Accountability and SLAs with TAT & Escalation Management<\/h3>\n\n\n\n
Resolution TAT (when the issue is expected to be fixed). This data allows managers to monitor
commitments versus actual performance, providing an SLA-style report despite manual communication.<\/p>\n\n\n\n
custom fields:<\/p>\n\n\n\n\nEscalation Type:<\/b> TAT Breach, Irate Customer, TAT Breach + Irate.\n\n\n\nEscalation Level:<\/b> (e.g., Level 1, Level 2)\n\n\n\nCurrent Queue:<\/b> Explicitly stating which internal team is responsible (e.g., BO Queue, PMG Queue).\n\n\n\n\n
defined path for resolution.<\/p>\n\n\n\n4. SPOC Coordination and Internal Handoffs<\/h3>\n\n\n\n
(BO) \/ Product Management Group (PMG), the JSM ticket becomes the audit trail.<\/p>\n\n\n\n\nSPOC Coordination (Under-Dev):<\/b> JSM tracks if the conference call was successful, the immediate outcome, the SPOC’s committed TAT, and documents any loop handling (e.g., call failures, second attempt).\n\n\n\nLive Product Handoff:<\/b> Agents use JSM transitions to route the ticket to the BO\/PMG queues. All analysis, clarifications, and internal resolution notes are recorded in the ticket, maintaining a full history for the Agent to relay to the customer.\n\n\n\n\n
after call ends.\n<\/div>\n<\/div>\n\n\n\n
Development queries
mixed in ad-hoc.\n<\/div>\n<\/div>\n\n\n\n
Follow-up<\/strong>\n<\/div>\n\n\n\n
callbacks or resolution
dates.\n<\/div>\n<\/div>\n\n\n\n
Escalation<\/strong>\n<\/div>\n\n\n\n
of Truth<\/strong>\n<\/div>\n\n\n\n
ticket.\n<\/div>\n<\/div>\n\n\n\n
for all product types.\n<\/div>\n<\/div>\n\n\n\n
Performance<\/strong>\n<\/div>\n\n\n\n
Management<\/strong>\n<\/div>\n\n\n\n
Insights<\/strong>\n<\/div>\n\n\n\n
adherence.\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n
foundation of customer trust. With JSM as the backbone, this institution is no longer just answering calls
they are managing a data-driven support ecosystem that is scalable, auditable, and built for long-term
growth.<\/p>\n\n\n\n