According to Gartner, self-service involves customer-initiated interactions through varied channels. So, for example, knowledge bases, help desks, and chatbots.
To find out more, we asked Colin Mann, Global Demand Generation Director, Enghouse Interactive, to define self-service and explain why contact centres should offer it.
Video: Self-Service and Why Contact Centres Should Offer It
Watch the video below to hear Colin define self-service and explain the reasons contact centres should offer it to their customers:
With thanks to Colin Mann, Global Demand Generation Director, Enghouse Interactive, for contributing to this video.
What Is Self-Service?
Self-service allows customers to resolve their own queries using tools like knowledge bases, chatbots, and help desks.
These digital solutions empower users to find the answers they need quickly and independently, without relying on live support from an agent. It’s designed to make customer support more accessible, convenient, and efficient.
“According to Gartner, self-service involves customer-initiated interactions through varied channels. So, for example, knowledge bases, help desks, and chatbots.
Essentially what you’re doing is you’re empowering the customers, or the prospects, who are trying to engage with you, with the ability to find the answers themselves. And to do that easily, and conveniently, without going through the hassle of a long phone call with a support agent.”
How Does Self-Service Work?
Self-service operates by automating simple, routine tasks that customers can handle on their own.
For example, it provides immediate access to frequently asked questions, step-by-step guides, or AI-powered chatbots that can address common issues.
“A lot of those kind of more transactional enquiries, you’re automating, and enabling them to find their own answers. There’s a lot of reasons why you might want to do that.”
This reduces the number of enquiries that require human intervention and enables support agents to dedicate their time to more complex and critical cases.
The process is user-friendly, offering customers fast solutions while streamlining operations for the organisation.
5 Benefits of Self-Service
1. Improved First Contact Resolution
Self-service tools enable customers to resolve their queries quickly, often without needing to contact a live agent.
This reduces repeat interactions, improves efficiency, and ensures faster solutions for routine questions.
“It’s going to help you with First Contact Resolution, and the speed of answering enquiries, and that then increases satisfaction.”
2. Greater Convenience for Customers and Higher Customer Satisfaction
Customers have access to support 24/7, allowing them to resolve issues whenever it suits them.
Self-service eliminates the need to wait in call queues, making it an ideal option for those who value time and flexibility.
When customers can resolve their issues easily and quickly, they are more likely to have a positive experience. This increases loyalty and trust in the organisation, contributing to long-term satisfaction.
3. More Engaging Work and Increased Job Satisfaction
By automating repetitive and transactional queries, self-service frees up agents to focus on more challenging and rewarding tasks.
This shift allows them to apply problem-solving skills and provide higher-value support to customers.
Plus when agents deal with complex issues, they are more likely to feel intellectually stimulated and valued in their role.
This can lead to higher morale, reduced burnout, and a more motivated workforce, ultimately benefiting both the employees and the organisation.
“It’s going to help staff satisfaction as well, and that’s an important point to make, because what it’s going to enable your agents to do is then focus on the more complex enquiries rather than the kind of everyday run-of-the-mill enquiries.
So they’re going to enjoy more interesting, more varied, more challenging work, which is more stimulating for them intellectually.”
4. Identify Opportunities for Improvement
Self-service creates a digital audit trail, which organisations can analyse to identify issues and improve services.
“You can also then analyse interactions, so of course digital self-service creates an audit trail that you can then analyse, and you can identify problems, and you can identify areas that you can continuously improve.”
Continuous improvement ensures self-service remains effective and meets customer needs.
5. Cost Efficiency
While self-service can lead to cost savings, it should not solely focus on cutting expenses. Instead, the aim should be to improve efficiency and deliver better support for customers.
“Cost savings are part of it as well. You can achieve cost savings through digital self-service, but I would say it’s important to say that companies should look at this through the lens of continuous improvement.
It’s not always about taking costs out, it’s about how you do better, and how you support the customers better, and this leads to greater efficiency.”
Why Self-Service Matters
By implementing self-service tools, contact centres can create a better experience for both customers and agents. It’s a step toward greater efficiency, satisfaction, and continuous improvement in customer support.
If you are looking for more great insights from the experts, check out these videos next:
- What’s the Difference Between Empathy and Sympathy?
- Tips to Reduce Repeat Contacts
- How to Improve Your QA
- Why FCR Matters and How to Measure It
Author: Colin Mann
Reviewed by: Robyn Coppell
Published On: 24th Nov 2023 - Last modified: 29th Apr 2025
Read more about - Video, Colin Mann, Enghouse Interactive, Self Service, Videos
