The 2020 Gartner Loyalty Through Customer Service and Support Survey of over 6,000 customers revealed that only 13% of customers found resolution wholly within self-service, the rest interacted with a service rep at some point in their service journey. Gartner analysts said this suggests self-service still has much room for improvement. Eighty-two percent of CSS leaders reported they prioritize optimizing self-service capabilities as the best way to reduce assisted-service contact volume. However, this solution only addresses one problem driving self-service failure.
“While CSS leaders should address these three failure points as a whole, every organization should conduct a thorough assessment of its performance in each area to determine which needs the most focus,” said Connor Seidenschwarz, research principal in the Gartner Customer Service & Support practice.
To do this, Gartner recommends that CSS leaders take the following steps:
- Reevaluate self-service strategy by assessing the potential impact of external search and site navigation, not just self-service capabilities, on self-service containment.
- Reduce assisted-service contact volume by using search engine optimization to remove or limit access to assisted-service channels in external searches and create a clear pathway to organization-owned customer service pages.
- Simplify the digital customer journey on the organization’s website by directing customers to relevant self-service capabilities and limiting, or reorganizing, access to assisted-service channels.
- Reallocate digital self-service investments toward improvements that facilitate external search and site navigation, guide customers to relevant self-service content and, where appropriate, route them to assisted service.
Gartner Customer Service and Support Leaders clients can learn more in the report "Improving Self-Service Containment From Search to Resolution".
About Gartner for Customer Service & Support Leaders
The customer service and support function is vital to maintaining customer loyalty and influencing brand perceptions. Gartner for Customer Service & Support Leaders provides indispensable insights, advice and tools needed to achieve service and support leaders’ mission-critical priorities, specifically improving the customer experience while managing costs. Gartner’s research, advice and best practices equip customer service and support leaders to design an optimal service channel strategy; measure and reduce customer effort; and hire, develop and retain high-potential frontline talent.