Jonathan Roy
April 18, 2025
Support cases pile up quickly, especially in large enterprises. But many of these could be avoided with the right MarTech setup. That’s where case deflection comes in, a self-service strategy that reduces support volume, elevates user satisfaction, and drives measurable ROI. When aligned with Adobe Analytics and real-time tracking, case deflection can save over $100,000 annually. That’s where MarTech simplicity plays a crucial role. By streamlining MarTech tools and strategies around case deflection, large companies can cut costs, improve satisfaction, and gain actionable insights that scale across departments.
Case deflection is the practice of preventing unnecessary support tickets by giving users access to the right answers, MarTech tools, or guidance before they submit a case. Whether it’s a broken product, a login issue, or a configuration problem, a well-designed support hub can solve it before the customer gets frustrated.
As support becomes more self-service oriented, compliance with GDPR, CCPA, and other privacy regulations must be a priority.
🔹Case deflection tools often log searches, clicks, and sessions, qualifying as personal data under GDPR and CCPA.
🔹Teams must implement clear consent mechanisms, log user choices, and ensure data is anonymized or deleted on request.
🔹User-facing portals should include privacy disclosures and links to data preferences settings.
🔹Support flows should ensure no personal data is used for tracking without valid consent, especially for returning users or login-based guidance.
📌 Best practice: Align your deflection strategy with your consent framework to ensure that support data collection is both compliant and trustworthy.
Self-service strategies like case deflection are more than just efficient, they’re measurable. Discover how leading enterprises are cutting support costs by 30%, resolving issues 40% faster, elevating engagement by 25%, and saving over 100,000 hours per year.
These results aren’t theoretical. At Devrun, we helped a large enterprise save over $100,000 annually simply by improving their case deflection strategy using real-time tracking and optimization.
To manage and improve your deflection strategy, large organizations need to monitor MarTech performance at scale. Below are the top 10 KPIs you should track in any robust case deflection initiative:
To capture these KPIs accurately, enterprise teams should connect their MarTech stack to platforms like Adobe Analytics using the Web SDK.
The Web SDK enables real-time tracking of key interactions within the support portal. Teams can measure submission intent, article clicks, and bounce behavior with precision. By segmenting new versus returning users, organizations can refine deflection strategies and improve support outcomes at scale.
Here is the visual representation of Adobe’s case study:
The blue bar shows a 273% increase in processing speed after adopting self-service workflows, dramatically reducing friction in contract handling.
The blue dot represents 36,000 hours saved annually, a major efficiency gain. Assuming an average internal cost of $50 per hour, this translates to approximately $1.8 million in annual operational savings. This chart reinforces how automation and self-service, just like case deflection, can deliver real, measurable impact for large enterprises, both in time and financial ROI.
This setup allows you to:
🔹Track every visit to the help hub
🔹Measure click paths, case submission intent, and form completions
🔹Segment new vs. returning users
🔹Attribute cost savings to specific deflection touchpoints
How to Measure with Adobe Analytics and Web SDK
Use Adobe Web SDK to track:
🔹Visits to help portal
🔹Clicks on search, forms, or knowledge articles
🔹Submission intent and bounce behavior
🔹Segment first-time vs. returning users
Example of an Implementation in Adobe Adobe Analytics:
Want to see how it looks in real time? Devrun helps large companies connect Adobe Experience Platform to their support environments to make these metrics visible, actionable, and optimized. At Devrun, we support global enterprises in reducing friction through MarTech simplicity.
🔹Map MarTech to support portals
🔹Set up dashboards and alerts in Adobe Analytics
🔹Increase portal adoption and case prevention
🔹Deliver measurable savings and better UX
🔹Save $100K+ per year with a better support experience
If you’re not investing in a case deflection strategy, you're likely losing money, customers, and valuable product insights. Even worse, you may be missing the opportunity to simplify your MarTech stack in a way that drives real performance.
Sources:
Adobe for Business: https://business.adobe.com/customer-success-stories/adobe-digital-legal-workflow-case-study.html
