Escalation Guide — Overview & Matrix
Internal · Updated July 2026
What this article covers
When to escalate a ticket, how to identify urgency, and a quick reference matrix for deciding who handles what. For details on how to reach specific teams, see Escalation Guide — Who to Contact and How.
What makes a ticket urgent
A ticket is urgent when a delay in response would cause the customer a significant problem. Common examples:
- A sign is needed for an event, opening ceremony, or official occasion within 1–3 days
- An order has been misdelivered or returned and the customer needs it urgently re-sent
- A B2B customer has a deadline linked to their own customer or a contractual obligation
- A production error has been discovered on a high-value order already in production
How to handle urgent tickets
- Respond the same day — do not let urgent tickets sit overnight.
- Check the order status in Signadmin immediately — is it in production, dispatched, or paused?
- Be honest with the customer about what is realistically possible — do not overpromise.
- Consider prioritized manufacturing if the order has not yet entered production — see the Prioritized Manufacturing article.
- Consider express shipping (DHL Express) if the order is near dispatch.
- Escalate to Team Lead if you cannot find a solution within standard options.
Always acknowledge urgency directly in your reply. Do not send a generic response - adjust tone and language to the correct market.
What we can and cannot offer urgent customers
| Customer request | What we can do |
|---|---|
| Faster production | Offer prioritized manufacturing — if available and order has not yet entered production (use it as an upsell) |
| Next-day delivery | Only possible in some markets with express shipping — check availability before promising (use as an upsell) |
| Customer collection at Landvetter | Yes — the customer will get an email when the order is ready |
| Guaranteed delivery date | We cannot guarantee specific delivery dates — always be honest about this |
Escalation matrix — who handles what
When a ticket goes beyond what you can resolve as a standard agent action, use this matrix to find the right next step. When in doubt, always escalate to Team Lead first — Team Lead decides whether to handle it or escalate further. Never make written promises about compensation or legal positions without Team Lead approval.
| Situation | First step | If unresolved |
|---|---|---|
| Angry or frustrated customer | Agent handles — adjust tone, show empathy | Escalate to Team Lead if contact is repeated or situation worsens |
| Legal threat, chargeback threat, ombudsman reference | Consult Team Lead before responding | Team Lead escalates to Head of CX if formal proceedings begin |
| Second or third failed delivery | Never resend to the same address three times - ask for another address | Escalate to Team Lead if customer is threatening or demanding compensation beyond resend |
| High-value reclaim (SEK 3,000 / €300 / £250) | Consult Team Lead before committing to resolution | Team Lead approves resolution |
| GDPR request | Escalate to Team Lead | Team Lead coordinates with Head of CX |
| Offensive or inappropriate content | Agent pauses or cancels order — escalate to Team Lead | Team Lead escalates to Head of CX |
| Fraud suspicion | Escalate to Team Lead | Team Lead involves Finance |
| Payment issue — customer claims to have paid but not registered | Escalate to Finance via Team Lead | Finance investigates |
| System outage or website issue | Escalate to Team Lead | Agent or Team Lead writes in tech-support channel |