Build a Successful Digital Customer Service Strategy

Improve the customer service experience while reducing live contact volume

Pressure to provide more digital and service options

Service leaders report pressure to provide customers with more digital and self-service offerings as part of their customer service strategy, with 97% currently adding or integrating some type of self-service initiative. This creates a costlier, more complex network of channels to manage without improving the customer experience and insufficient reduction in live volume. 

As a company, we decided to prioritize self-service. This has helped us transform to a majority self-service organization, reducing customer service expenses by 23% and allowing us to reinvest in more functionality and higher skilled staff while also giving money back to the company.
Director of Self-Service, Large Multi-Level Marketing Organization

Shift toward a self-service dominant customer service strategy

Customers do not have strong channel preferences and prioritize obtaining a resolution above all else. Service leaders should focus their efforts on resolving customer issues completely via self-service channels with only the most complex cases being directed to live-channel reps to deliver a high-quality service experience and maintain customer loyalty.

Download Gartner's guide for 10 ways to improve digital and self-service effectiveness.

More choice hurts your bottom line - a graph showing the breakdown of customer resolution journeys and journey costs

Insights you can use

Gartner surveyed over 8,000 customers, 125 companies and 50 services leaders to determine the current state of self-service and how the “add and integrate” strategy is working. The results provide a guide to creating a comprehensive digital  customer service strategy that reduces live contact volume, while improving the quality of customer service interactions and cutting service center costs.

Does your digital customer service strategy deliver?

Gartner research finds that the more channels a company operates, the more contacts customers make to the service center. Despite the intention of simplifying service, more channel offerings create complex customer resolution journeys. Download our free guide to to better position your customer service strategy for success.

Service and Support Leader Digest

Gartner created the Service and Support Digest to ensure customer service leaders have access to the latest best practices, insights and trends. Download our latest issue for help with your customer service strategy. 

Rethink your customer service strategy to drive self-service

Gartner research finds 56% of service leaders are adding new channels or features within their existing channels, but customers are still calling for live support — adding cost and complexity to service operations. Read more about redesigning your customer service strategy from agent-assisted to self-service operations.

Transition to a Digital-First Service Organization

Companies are looking to improve digital and low-cost channels as they feel pressure to optimize costs. Join our latest webinar where we reveal the best practices of companies that have cracked the code to creating an effective digital customer service strategy. 

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Gartner topic experts

The Gartner customer service and support research team includes experts worldwide.

Deborah Alvord
Senior Director Analyst

Mark Dauigoy
Senior Director, Advisory

Jim Davies
VP Analyst

Sarah Dibble
Senior Principal, Advisory

Simon Harrison
Senior Director Analyst

Olive Huang
VP Analyst

Nadine LeBlanc
Senior Director Analyst

Devin Poole
Senior Director, Advisory

Peter Slease
VP, Team Manager

Ed Thompson
Distinguished VP Analyst

Lauren Villeneuve
Senior Principal, Advisory

Gartner works with service and support leaders from more than 400 organizations worldwide

This network enables us to deliver an unparalleled perspective on the trends, opportunities and best-practice solutions that are shaping customer service functions across regions and industries