14 stats that prove the importance of self-service in customer service

Image by Wolfmann / CC BY-SA (

Image by Wolfmann / CC BY-SA (

We’ve all been there; a busy supermarket where all the staffed checkouts have long queues.

Meanwhile, your fellow customers are moving through the self-service checkouts at a brisk pace. Of course, you choose to follow them and scan your own shopping to get out of the store as fast as possible.

Increasingly, this trend is being replicated online. That’s why we’ve compiled this list of statistics that underline the importance of self-service in the digital customer experience:

1. According to the Harvard Business Review, 81% of all customers attempt to take care of matters themselves before reaching out to a live representative - across industries.

2. 91% say they would use a knowledge base if it met their needs. That’s great news for those who have comprehensive customer resources available. Less great news if their knowledge base is not easily accessible.

3. The same study also finds that 40% of customers contact a call center after they've tried to self serve, indicating that self-service options too often fail customers.

4.  90% of customers globally expect brands or organizations to have an online self-service support portal according to this report from Microsoft.

5. A report from Aspect Software found that 73% of customers want the ability to solve product/service issues on their own. Interestingly, the same report found that a third of those surveyed would rather clean a toilet than speak to customer service!

6. 70% expect company websites to include some form of self-service application.

7. A Nuance Enterprise survey found that 75% of respondents said self-service is a convenient way to address customer service issues.

self-service buffet
The buffet is a classic example of the success of the self-service approach. Photo by Frank Zhang on Unsplash

8. The same survey also revealed that 67% prefer serving themselves over speaking to a customer service representative. 

9. It’s a top priority for organizations: 91% of companies surveyed by Customer Contact Week identified web self-service as a relevant investment focus.

10. People are more and more familiar with the concept of self-service; 77% of consumers report having used a self-service support portal, report Microsoft. 

11. More than six in 10 U.S. consumers say that their go-to channel for simple inquiries is a digital self-serve tool such as a website, mobile app, voice response system, or online chat.

12. American Express found that over 60% of US consumers prefer an automated self-service, such as a website or mobile app, for simple customer service tasks.

13. Organizations report up to 70% reductions in call, chat and/or email inquiries after implementing a Virtual Customer Assistant, according to Gartner research

14. Gartner research also discovered that 25% of customer service and support operations will integrate virtual customer assistant (VCA) or chatbot technology across engagement channels by 2020, up from less than two percent in 2017, further emphasizing the increasing importance of self-service to organizations.

AI has the answers

As these statistics reveal, it’s never been more important for organizations to empower customers to answer their own queries online.

raffle Web uses AI to instantly find a relevant answer from companies’ knowledge bases and deliver them to the customer. If customers don’t resolve their problem, it hands them off to a customer service agent. That’s real self-service, delivered by intelligent AI technology.

‍‍Want to get started with self-service in your customer experience today?

See raffle Web in action today, and get a quote from our team:

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