Support ticket escalation – How and when to escalate

This article explains when and how a support ticket can be escalated, as well as what happens after an escalation request is submitted.

Our escalation process is designed to ensure critical issues receive the right attention at the right time, while maintaining fairness and focus across all partners.

What is a support ticket escalation?

An escalation is a formal request to increase priority, visibility, and ownership of an existing support ticket once agreed service levels are not being met.

Escalations are not a shortcut to faster handling and are only applicable when specific criteria are fulfilled.

When can a ticket be escalated?

A ticket can only be escalated when both of the following conditions are met:

1. ✅ There is an existing support ticket related to the issue

2. ✅ The applicable SLA has been breached

If either condition is not met, the escalation request will not be accepted.

How to identify if SLA is breached

1. Open the existing support ticket in Zendesk
2. Navigate to the SLA status-bar. 
   • if empty: Ticket is within SLA and can't be escalated

   • if 'Breached': Ticket can be escalated

     

How to escalate a ticket

To request an escalation:

1. Open the existing support ticket in Zendesk

2. Reply to the ticket with a comment clearly stating:

   #escalation

3. In the comment, add also an escalation reason / description (besides the SLA being breached)

4. Submit the comment

No additional emails or channels should be used.

What happens after an escalation request?

If the SLA has been breached

The escalation will be processed automatically:

• The ticket is flagged as Escalated

• The relevant Support Lead is notified

• The ticket is moved into the Escalation Overview

• Priority, ownership, and internal alignment are reassessed

• Progress is actively monitored until resolution

You will receive an confirmation in the ticket and via email.

If the SLA has NOT been breached

The escalation request will not be activated:

• The ticket remains in its current flow

• A system response will confirm that SLA criteria are not yet met

• Normal SLA-driven handling continues

This ensures equal treatment of all partners and prevents premature escalations.

NB: You can request changes to the existing ticket priority, e.g. from 'Normal' to 'High'. 
 

Important governance rules

Please note the following:

• Escalations cannot be requested at ticket creation

• Escalations must be requested via the ticket itself (not via Channel Managers etc.)

• Escalations requested via email, chat, or informal channels will not be processed

Why this process exists

This approach ensures that:

• Critical cases receive appropriate attention

• SLAs remain transparent and measurable

• All partners are treated fairly and consistently

• Support teams can focus where escalation is truly required

Related articles

• Ticket submission - how to create high-quality support ticket
• Ticket priority - how and when to request changes
• Support Map - priorities and SLA overview
   

Thank you!