Customer expectations are evolving fast, and they want quick, seamless solutions across multiple channels, and traditional self-service alone often falls short.
To stay ahead, contact centres must think beyond simple tools and focus on strategies that connect channels, data, and AI.
To find out more, we asked Sam Fuller, Customer Success Director at Content Guru, to explain what contact centres can do to provide self-service that actually works.
Video: Get Self Service Right: 5 Ways to Excel in Self-Service
Watch the video below to hear Sam explain what contact centres need to do to get self-service right and outlines five ways to excel:
With thanks to Sam Fuller, Customer Success Director at Content Guru, for contributing to this video.
This video was originally published in our article ‘How to Create a “Win-Win” Self-Service Strategy’
5 Ways to Transform Self-Service in Your Contact Centre
To help you, we have put together five key ways to elevate your self-service experience:
1. Consider Interaction Complexity, Urgency, and Emotion
Not every customer interaction is the same, and effective self-service starts with understanding the complexity of the request, the urgency, and the customer’s emotional state.
“What’s the complexity of the interaction? What’s the urgency from the customer? And what emotional state are they in at that time?
And then make sure that you offer the right channel that gives them first contact resolution quickly and efficiently within that.”
Contact centres that match the right channel to these factors ensure first-contact resolution.
For instance, a straightforward query may be solved via a chatbot, while a more complex or urgent issue may need escalation to a human agent.
2. Deliver True Omnichannel Experiences
Despite years of talk, fewer than 30% of organizations offer a seamless omnichannel experience, as Sam explains:
“The second thing to think about is omnichannel. We’ve talked about omnichannel for years, but less than 30% of organizations actually deliver a true omnichannel experience.
It’s important because if the customer’s on the move and they need to shift channel, it needs to be effortless and seamless.
But you also might want to shift channel as the organization, because it’s easier to get information through video, for instance, rather than someone describing something.”
Customers should be able to switch channels effortlessly, whether from chat to email, app to phone, or video.
Sometimes the organization itself may suggest a channel shift, such as using video to clarify a complex issue, and a smooth transition ensures consistent service and reduces friction across touchpoints.
3. Align Your Data Across Channels
Omni-data underpins omnichannel success, as when information is siloed, customers can receive inconsistent answers depending on the channel.
By aligning data across systems, you ensure that whether a customer engages via phone, chat, or self-service portal, they always get accurate, consistent information.
“The third thing to think about is omni-data. Now omni-data underpins omnichannel. And again, if we’re getting ready for the world of AI which is to come, we need to think about how do you align all your data so that you can connect customers with information quickly across your channels?
This ensures you’ve got consistency, so that no matter where the customer interacts, they get exactly the right information that they need.”
This becomes even more critical as AI is integrated, allowing faster and smarter customer responses.
4. Build in Proactive Intervention
Self-service isn’t perfect, and some customers may not find the solution they need.
Your system should include escape hatches or escalation options, allowing customers to reach a human agent or another support option, as Sam continued:
“The fourth thing to think about is proactive intervention. Self-service sometimes won’t deliver what the customer expects.
And you’ve got to be able to build in those escape hatches, those intervention moments that mean the customer can escape and escalate to a human – or something else – that delivers a much better experience in that moment for complex scenarios.”
Proactive interventions for complex scenarios help prevent frustration, improving the overall experience and ensuring customers feel supported.
5. Harness AI for 24/7 Self-Service
AI is transforming self-service, and AI-powered agents can operate 24/7 – 365 days a year, providing customers with instant access to the information they need, on any channel, at any time.
AI enables more personalized, context-aware interactions, while freeing human agents to focus on complex issues, as Sam concludes:
“And lastly, and the most important thing we talk about now is AI. AI is where the world is going to transform. And how you can harness that is through AI agents. That’s going to be where you can really deliver a 24/7 / 365 self-service allowing your customers to engage whenever they want through whichever channel they want, accessing all the information that you have available.”
Integrating AI into your self-service strategy ensures round-the-clock support and smarter, more responsive customer experiences.
Author: Robyn Coppell
Published On: 8th Jan 2026
Read more about - Video, Content Guru, Customer Experience (CX), Customer Service, Digital Channels, Operating Hours, Self Service, Service Strategy, Videos
