10 Ways to improve your customer self-service strategy

At this point, it’s no surprise that customer service trends are shifting from traditional support models towards a more self-reliant approach known as customer self-service.

This change is driven by consumers’ increasing preference to address their own issues rather than engage with customer service representatives. For example, 72% of customers engaged with self-service portals, while 55% turned to self-service chatbots in 2023.

In this article, we’ll discuss how customer self-service can benefit businesses and their customers. We will also explore 10 ways to effectively implement self-service solutions in your business.

Lastly, we’ll introduce examples of successful self-service strategies and highlight software options that can facilitate this transition.

What is customer self-service?

Customer self-service is a convenient and efficient method for customers to find solutions to basic queries related to products, services, and policies without the need for assistance from company employees. Key channels for self-service include help centers, customer portals, and customer communities.

The concept is inspired by the self-service options at gas stations, grocery stores, retail outlets, and movie theaters. These are all examples of places where customers can serve themselves independently, which leads to speeding up operations and cost savings for businesses.

The trend towards self-service has permeated the customer support field, as businesses nowadays recognize its potential to enhance customer experience and remove obstacles while addressing product or service issues autonomously.

The business value and challenges of customer self-service

By providing convenience, flexibility, and always-on support, self-service solutions cater to the needs of today’s consumers, who increasingly rely on them to solve simple matters.

In fact, self-customer service addresses all-important customer experience attributes with a brand. These include improved response times, consistency across contact channels, and clear messaging, illustrated in the figure below:

The benefits of customer self-service

Customer self-service offers numerous advantages for both businesses and consumers. Here are the most important ones.

• Stress-free experience for customers: Self-customer service eliminates the frustration of being transferred between departments, waiting on hold, or hearing phrases they would rather avoid.
• Customer empowerment and trust: Self-service promotes transparency, granting customers access to information and fostering trust, as they no longer need to rely on sales or customer service reps.
• Quicker response times: Tools such as frequently asked questions (FAQs), chatbots, and knowledge hubs enable customers to obtain answers swiftly.
• Decreased support costs: Implementing self-service functionalities reduces the number of support tickets, saving businesses on annual expenses and allowing resources to be reallocated.
• Fewer mistakes: Customer self-service reduces human errors, leading to increased customer satisfaction and more time for staff to focus on complex tasks.
• Improved staff productivity: Less repetitive work means a more balanced workload, better team morale, and higher productivity levels. Companies adopting self-service technology have experienced up to a 28% reduction in support tickets and a 62% reduction in first response time.
• 24/7 support anywhere: A robust self-service portal enables customers to resolve issues anytime, anywhere, reducing wait times and lowering customer churn rates.

The benefits reported on the customers’ side, which ultimately contribute to a better overall customer experience, also translate into improved brand image and reputation.

Challenges of customer self-service models

Let’s explore some of the challenges that customer self-service may present.

• Regular updates required: Customer self-service platforms must be frequently updated to maintain accurate information. This requires investment in a dedicated team responsible for the updates.
• Loss of personal touch: Self-service options may lack the “wow” factor that excellent customer service can provide, potentially affecting customer loyalty and positive word-of-mouth.
• Lack of flexibility: Some self-service solutions may not adapt well to changing customer and business needs. This lack of adaptability limits their effectiveness and requires additional resources to maintain relevance.
• Difficult to incorporate feedback on the fly: A successful service system should incorporate customer and employee feedback, ensuring continuous improvement and alignment with user preferences.
• Not suitable for all users: Forcing customers into self-service channels without offering alternatives, like live agents, can lead to frustration and negative reviews.
• Confusing navigation: Self-service platforms must be simple and intuitive; confusing features or outdated information can lead to user frustration and potential customer loss.

Now that we’ve highlighted the main advantages and disadvantages of self-customer service, let’s look at how you can make it work for your business.

10 Ways to implement customer self-service

Here are the top 10 methods for creating an effective customer self-service portal that can help you ensure seamless user experiences.

1. Invest in an online knowledge base

An online knowledge base centralizes informative resources like video or written tutorials, providing a one-stop solution for customers seeking guidance. It’s perfect for addressing common questions, troubleshooting technical issues, and offering how-to guides.

By covering a wide range of topics, a knowledge base can cater to customers at various stages of their journey, from onboarding to advanced usage. Ensure that it’s well-organized, easily searchable, and includes multimedia content for improved engagement and effectiveness.

2. Create useful FAQ pages

FAQ pages tackle frequent questions concisely, saving customers time while reducing support ticket volume. This channel is ideal for addressing basic concerns and clarifying product or service features.

By providing clear, direct answers, FAQ pages can increase customer satisfaction and streamline their experience. Make sure that the content is easy to read, well-formatted, and includes contact information for further inquiries.

3. Implement chatbots and virtual assistants

Chatbots and virtual assistants provide real-time assistance using artificial intelligence (AI) and machine learning technologies. They’re best suited for handling simple inquiries, guiding users through processes, and providing instant support. 

By automating responses to common questions, chatbots can free up live agents for more complex issues, improving overall support efficiency. No-code builders are available for those without coding knowledge.

4. Create product tutorials

Video tutorials help customers understand and navigate products or services. They’re especially valuable for guiding users through the onboarding process and explaining specific features or functions. 

Tutorials can also be tailored to different skill levels, catering to both beginners and advanced users. 

To help customers understand how your product or service works, create product tutorials using screen recordings, instructional videos, or on-demand webinars.

5. Create better in-app experiences

Integrating customer self-service options directly into your software or mobile app can lead to better user retention, increased customer satisfaction, and less need for human intervention.

In-app support is incredibly useful because it allows users to receive help directly within the product interface. Here are a few ways to build better in-app support experiences.

• Highlight important sections of your app with visual cues.
• Add a “Need help?” widget within your app to make resources easy to find. 
• Be proactive in your support and anticipate questions based on customer usage data. 
• Categorize self-service resources so that users can quickly navigate to their specific problem. 
• Track customer data to identify which areas of your app need to be improved or provide additional support. 
• Surface relevant self-help articles in your live chat screen or based on the features that the customers are using. 
• Add short in-app product tutorials to make it easier for users to replicate the exact steps without having to open another website.

Image source: notion.so

The self-service options you provide in your web app should also be present in your mobile app. A well-optimized self-service app should allow customers to access support materials and report issues on the go.

6. Set up an automated call center

Automated call centers offer phone-based self-service, addressing FAQs and providing pre-recorded information. This method is suitable for customers who prefer phone support and can resolve simple issues without needing live agent assistance.

Utilize interactive voice response (IVR) technology and automated voice menus to allow customers to check account balances, schedule appointments, and process payments.

7. Ensure easy, documented automation features

Application programming interface documentation and technical documentation are particularly helpful if your solution offers ways for customers to optimize their workflows and integrate various platforms.

Offer documentation and straightforward tutorials for setting up automation and connecting tools. This will help you reduce costs and time spent by your team manually connecting or offering technical support. It also allows customer support agents to focus on more important tasks.

8. Establish an online support forum

Online support forums are community-driven platforms that facilitate peer-to-peer assistance. They’re great for fostering user engagement, promoting knowledge exchange, and offering a space for customers to discuss niche issues. 

Additionally, forums can boost user retention by creating a sense of belonging and fostering direct interaction between customers and the company. 

Image source: wordpress.com

9. Offer personalized self-service dashboards

If you’re a software-as-a-service (SaaS) provider, include personalized self-service dashboards within the user interface. These allow customers to access relevant information tailored to their needs.

Including details such as account information, usage stats, and billing data empowers customers to manage their accounts independently. This setup enables them to solve issues without reaching out to support teams by giving them control over their own data and processes.

For example, you can offer dashboards that display customer-specific product usage tips, renewal reminders, or upgrades based on their unique patterns.

Implementing a self-service dashboard fosters autonomy, reduces the need for customer support intervention, and increases overall user satisfaction. Adil Advani, associate product owner at Securiti.ai, reinforces these ideas:

10. Provide self-paced training and certification programs

Self-paced training and certification programs are an excellent way to educate customers on your product or service.

Offering on-demand training allows customers to learn at their convenience, helping them become proficient users without requiring live support. By including certification programs, customers can validate their knowledge, which can boost their engagement with your product.

Three successful customer self-service examples

Here are three examples of companies that have successfully adopted customer self-service systems.

T-Mobile

Image source: insided.com

T-Mobile has made self-service a core part of its customer experience. With tools like its online community and knowledge base, customers can easily find answers to common questions, troubleshoot issues, and manage their accounts without contacting support.

The T-Mobile self-service platform also includes features like peer-to-peer support, where customers can help each other with their inquiries. This has proven to be highly effective, with over 80% of inquiries now being resolved through community support rather than T-Mobile’s support team. This has reduced pressure on call centers and built stronger user connections.

In other words, T-Mobile has created a customer-first environment that offers quick solutions while reducing support costs.

Apple

Image source: discussions.apple.com

Apple’s self-service support community is a forum where customers can post questions and get quick responses from other users and Apple experts. Customers can share their tips and experiences, which often helps solve problems faster than waiting for regular customer service. It’s a space where users help each other, creating a strong community vibe.

The forum also has a search feature that lets users look for questions that have already been asked. This way, they can find solutions without having to post new questions. Whether fixing a device issue or learning something new about their software, customers can get instant answers without waiting.

Shopify

Image source: help.shopify.com

Shopify has a hybrid self-service customer center that includes a chat-based feature. This allows customers to get real-time help from service representatives. A key benefit of this system is the ability for users to attach screenshots and files, making it easier to explain their issues to the support team.

Shopify’s self-service center thrives because it combines automation and human help. The chat tool gives users instant access to solutions but can also get live assistance when needed. This keeps things fast and efficient for customers with more complicated issues.

Best customer self-service software

Each of these customer self-service software options offers unique benefits, allowing you to choose the best solution for your specific needs and goals.

Intercom

Intercom excels as a customer self-service solution, offering personalized, on-demand support through automated chatbots. With features like FAQs and help articles, customers can easily access the information they need at their convenience.

Intercom also focuses on creating contextual help content that directly addresses the customer’s current needs. For instance, if a customer is navigating a specific feature, Intercom can pop up relevant help articles or tips right within the interface. Users don’t have to search through a generic knowledge base, receiving targeted help based on their specific context.

Image source: intercom.com

Help Scout

Help Scout is a comprehensive customer support platform that includes Docs, a user-friendly knowledge base builder, and Beacon, an embedded widget for quick access to Docs content. 

With Help Scout, you can create and manage a knowledge base tailored to your brand while providing customers with relevant, accessible information. In addition to self-service tools, Help Scout offers powerful customer support features such as shared inboxes, proactive messaging, customer relationship management data, and reports.

Help Scout is an excellent choice for businesses seeking robust omnichannel support software.

Image source: helpscout.com

KnowledgeOwl

For businesses looking to build a standalone knowledge base, KnowledgeOwl is a top choice. Its intuitive editor simplifies article creation, while no-code design options ensure a seamless alignment with existing online properties.

Image source: knowledgeowl.com

Advanced features include a contextual help widget, easy navigation, and SEO tools to boost search engine rankings. With KnowledgeOwl, you can efficiently establish a comprehensive knowledge base, promote customer self-service, and reduce support ticket volume.

Customer self-service to outshine competitors

Great self-service empowers customers to solve their issues independently while improving satisfaction and reducing support costs. 

You can utilize a variety of methods, such as online knowledge bases, FAQ pages, online support forums, chatbots, virtual assistants, product tutorials, mobile apps, and automated call centers to cater to different customer needs and preferences. 

By implementing these strategies and leveraging a customer communication platform, you can enhance the overall customer experience, foster loyalty, and contribute to a sustainable, product-led growth model.