How to Build Customer Self-Service and Support That Users Love

Emily Randolph
written by
Emily Randolph
last updated
March 26, 2021
How to Build Customer Self-Service and Support That Users Love

Over 60% of U.S. consumers prefer an automated self-service such as a website or mobile app for simple customer service tasks. Artificial intelligence and self-service systems are becoming the new normal.

No matter how good your customer service is, customers still prefer to do it on their own before asking someone for help. 

You can easily adapt to customer needs by allowing them more power and freedom on your website. Customer self-service costs you no time and gives you many benefits.

What is Customer Self-Service?

Simply put, customer self-service is customers getting help on their own.

They don’t contact a representative but instead use a system implemented by the company that allows them to find the answers they need all on their own. 

There are many different ways to implement a self-service system on your website and it has many benefits for the site overall.

It can reduce customer service costs, teach customers new skills, boost site traffic, and improve customer engagement.

3 Reasons Customer Self-Service is Preferred

Customers don’t want to make a call, they want to have information at their fingertips. 

More and more customers are beginning to prefer self-service on a web page. The benefits listed above give your company and its customers a better experience overall. That experience is preferred for the following reasons.

1. It’s fast

When customers don’t have to go through any representatives and there are resources in place, they can find what they need quickly. Speed is necessary for any customer service or support system online, and unfortunately, most systems don’t have it. 

The freedom customer self-service gives customers allows them to immediately have needed information at their fingertips. That speed is what every customer wants more than any other feature.

2. It’s easy

Customer self-service is easy for customers to use and for companies to implement. When there aren’t any needed instructions, the customer can go about their business and find what they need easily. 

The customer feels in control and has full power of their situation when the system is easy to use.

Feeling powerless is something that will lose your company customers. Both you and your users should feel like you can conquer any problem that arises on your site. 

It shouldn’t seem like a kindergartner put it together, but it should be easy enough for them to use. 

3. It’s less stressful

Customer self-service allows customers with immediate or complex needs to get the attention they need.

When customers are having issues, they are stressed. When employees and customer service representatives have a lot of requests, they are stressed. 

Both employees and customers have less on their plate with self-service. Customers can comb through the site effortlessly to find what they need and employees can answer complicated questions and concerns more thoroughly.

Stress makes the problem too much to handle but a self-service system handles it.

3 Scenarios Where Customer Self-Service Doesn’t Work

Though self-service is preferred by most customers, there are some instances where it doesn’t work.

The following issues are basically the opposite of the above reasons that give you the benefits. 

1. Lack of Content & Tools

When customers don’t reach their goal as fast as a human, a self-service system is not worth it. Most of the time human representatives are slow to get answers back to their customers.

If the technology is even slower, that is much worse. This is usually caused by a lack of necessary information or the tools that present that information to the customer.

Without proper tools, like a search engine, the outcome will be the same. 

2. When the Problems are Complex

If your customers are trying to fix an uncommon problem, they will be exhausting all of their resources trying to find a solution on their own.

It will be hard to do and will most likely result in a poor experience for the customer. 

3. When it is Difficult to Use

If it’s not easy to use, your customers won’t use it. The system should be simple.

Making a complicated system will only make for a complicated relationship with your customers. If the ways in which they are trying to solve problems are hard, everything else on the site will become a nuisance. 

Examples of Customer Self-Service For Your Website

There are different types of self-service and each has different benefits for customers. Whatever you put on your site should be fast, easy, and stress-free. 

Knowledge Base

A knowledge base is a self-service library of information that your customers can access to find information about your business or product.

Customers and employees alike can take matters into their own hands by searching for information on anything they’d like. 

Some knowledge bases, like ChipBot, use intuitive self-service support for FAQs, service info, and product details so users can interact with your company without using the extra resources.

Customers can get easy access to information and don’t have to deal with a representative. Knowledge bases are affordable, and sometimes even free.

FAQ Page

An FAQ page is where you host all your frequently asked questions. Customers can easily find answers to their questions about your product or business by looking through the questions previous customers have also had.

However, FAQ pages don’t need to be entirely made up of customer service questions.

Helping your customers navigate your site and make decisions is more than just addressing common questions. You can compile all the need-to-knows and make sure your customers are informed. 

Chat Bot

Chat bots are computer-generated responses, so customers receive answers right away. They are also available 24/7 on your site.

By responding instantly, chatbots have the upper hand on live chat, but they don’t always have all the answers.

If there is a question never seen before or not programmed for the chatbot, it will either give a random answer or not provide an answer at all.

The user will then be redirected to live customer support or have to seek it out on their own.

Quick Tips

A self-service system can be implemented with ease. Its features will make everything easier for the customer and webpage overall.

If you want to start using a self-service for your customers, check out these quick tips to get started:


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