Self-service in customer service rarely fails because customers do not want it. It fails because the help centre is not where the question arises, because search does not understand the customer's words or because the article does not answer the question.
Four in five customers try on their own first; only a fraction get all the way. What decides it is placement, search, content and measuring resolved questions, not visits.
The full article covers:
- How many customers try on their own, and how many succeed
- Why self-service fails
- Where the help centre needs to be to get used
- How search should work
- Which questions should not be solved with self-service
- How to measure self-service
Read the full article on Supportifier: Self-service: why your help centre goes unused
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