A Recent Survey Found 60% of Agents Don’t Promote Self-Service Options

A recent Gartner survey of over 5,800 customers found that 60% of customer service agents do not actively promote self-service options.

Even when self-service is mentioned, nearly 40% of agents either present it neutrally or negatively. Yet, customers who hear about self-service from an agent are twice as likely to use it in future interactions, highlighting the importance of how it’s communicated.

Keith McIntosh, Senior Principal, Research, in the Gartner Customer Service & Support practice, said, “Promoting self-service is not just about reducing costs; it’s about empowering customers to use the easiest and most efficient solution. Agents play a crucial role in this process, and their ability to positively endorse self-service options can really matter.”

The study also points to a growing gap between service strategy and customer behaviour. While 55% of service leaders are exploring GenAI-powered chatbots, only 35% of customers who last used the phone say they’d be open to using a digital assistant.

“Service leaders should focus on integrating GenAI solutions that complement existing phone interactions rather than replacing them.

By positioning GenAI as an enhancement to the phone experience, organizations can reassure customers that the digital assistant is designed to streamline their journey, offering both self-service solutions and seamless transitions to human agents when needed.” said Mclntosh

The continued strength of phone support may be creating a comfort barrier that limits adoption of emerging AI tools.

Author: Hannah Swankie
Reviewed by: Jo Robinson