Most companies think customers love self-service. And they’re right. One survey found that 60% of customers in one land ever prefer self-serve for simple support requests.
But here’s the problem. Only 14% of problems are solved by self-service. That’s a big gap. Why? Because many self-service tools just don’t have what customers need.
This teaches us a profound truth. We could invest a lot of time and money, only to find that we did it wrong. All that effort and spend may have been a waste. For example, some companies have invested in bots, help centers, and messaging, only to find that their customers just reach for a phone and call an agent.
This doesn’t mean that we should avoid the latest AI tools or automated flows. Clearly, they work well and improve the customer journey. Instead, it reveals that we must know what our customers want before we build something.
So how can we build a self-service solution that really works?
Why Self-Service Matters More Than Ever
Customers today expect to get an answer quickly. Patience is wearing thin. They don’t want to wait on hold or explain their issue five times. If they can solve it on their own, they will.
That’s why self-service matters. When done well, it can:
- Save time for both customers and agents
- Reduce ticket volumes and operating costs
- Improve satisfaction by giving people control
It’s not just about convenience, though. It’s about trust. If we can design a simple and easy to use option that really works, our customers will know that we respect their time. This leads to customer loyalty.
The challenge? Many self-service systems don’t deliver. Some are clunky. Some are confusing. Some are so limited that customers give up and start over with a live agent.
That’s not the experience we want to create. And it’s not what our customers want, either.
What Customers Really Want from Self-Service
If you were to ask your customers what they really want, what might they say?
- “Make it Fast and Easy.” Customers want to get in, fix the issue, and get on with their day. If a bot or help center takes more than a few taps or clicks to solve a simple problem, they’ll get frustrated. Keep it simple: No long menus. No confusing options. And no dark patterns.
- “Be Clear.” People don’t want to guess what to do next. Use plain language. Avoid jargon. Make sure each step is obvious and doesn’t require tech skills or insider knowledge. Clarity builds confidence.
- “Work Across Channels.” Customers might start on your website, switch to mobile, then open chat. They expect the experience to follow them. If your systems don’t talk to each other, they’ll have to repeat themselves. That’s a fast track to being unhappy with support.
- “Let Me Reach a Human.” Even the best self-service tools can’t do everything. People want the option to talk to a real person when they hit a wall. Hiding the “talk to agent” button doesn’t reduce volume. It just increases frustration.
- “Remember Who I Am.” Customers expect some personalization. For example, they like it when we know their order history or what product they’re using. But it should feel helpful, not creepy. It’s easy to cross the line and violate privacy. Use data to support the conversation, not dominate it.
These aren’t huge requests. But when we ignore them in the design of our self-service tools, the experience falls apart.
Where Most Companies Get It Wrong
Even with good intentions, many self-service systems fall short. It’s not because teams don’t care. It’s usually because the tools were built from the company’s point of view, not the customers.
Here are a few common pitfalls:
- Too Many Options. Bots that ask five questions before helping. Help centers with thirty links. IVRs that go in circles. When customers are in a hurry, complexity is the enemy.
- Outdated or Incomplete Information. If a FAQ still has last year’s solution or a chatbot doesn’t know about the latest product version, people notice. For self-service to work, it needs to be up to date.
- No Easy Way to Escalate. Some systems make it hard or even impossible to get to a human. That is one way to alienate customers quickly. When people can’t find help, they leave.
- Disconnected Channels. Customers move across platforms. If they must start over and share the same information on each channel, they aren’t happy with it. That’s not automation, it’s just repetition.
- Too Much Focus on Deflection. Self-service isn’t about reducing tickets. It’s about creating a better experience. If the only goal is to stop people from reaching support, they’ll feel it. And they won’t come back.
None of these issues are permanent. So how can we fix them?
How to Start Improving Self-Service Today
You don’t need a full system overhaul to make self-service better. Small changes can go a long way. What are some easy ways to make tweaks and get things on the right path?
- Walk Through the Journey Like a Customer. Try solving a real issue using your bot, help center, or app. Like me, you might be surprised by what the customer journey is really like. Was it fast? Clear? Frustrating? That hands-on view often reveals gaps we can’t see from the backend.
- Listen to What Customers Are Already Saying. Our message logs, emails, and call transcripts are full of clues. Look for common questions, stuck points, and phrases like “this didn’t help.” That’s where to focus first.
- Make It Easy to Reach a Human. Don’t hide the agent option. Customers feel safer when they know it’s there, even if they never use it. LivePerson’s Conversational Cloud is one tool we’ve seen work well here: it lets bots and humans tag-team smoothly.
- Keep Content Fresh. Review help articles and bot flows regularly. If they’re outdated, hard to read, or no longer reflect how things work, they’ll hurt more than help.
- Use AI to Support, Not Replace. AI tools like GIDR.ai can help agents respond faster and smarter. That means your self-service doesn’t have to do everything. Agents are still in the loop, just with more tools to help a customer.
These steps don’t require a huge budget. Just a shift in mindset: serve the customer, not just the process.
Conclusion
Self-service shouldn’t feel like a wall. Done well, it’s a welcome mat. It tells our customers: “We’ve thought about your time. We’ve made this easier for you.” That’s the kind of experience people remember and come back for.
The key isn’t more technology. It’s smarter, more thoughtful use of what we already have. Start with small steps. Listen to customers. And build self-service that actually serves.
At CBA, we help companies make those thoughtful changes. With over 18 years of experience in building solutions that really work, we can help you find the right tool and integrate AI in a thoughtful way. So, if you’re not sure where to begin, we’re happy to explore it with you. Contact us today. No pressure. Just help.
