Customer Self-Service Best Practices: Why It is Important for Your Business

customer service

One of the greatest benefits of a customer self-service portal is how it simplifies the support process, saving customers time and ensuring a positive experience. Done right, self-service options provide customers with quick and efficient solutions that allow them to take control of their entire support journey.

With a self-service knowledge base, you offer customers and clients a convenient, flexible, and time-saving solution, something busy individuals crave in today’s fast-paced world.

What is Customer Self-Service?

Customer self-service is exactly what it sounds like: a support approach that empowers people to find information, resolve issues, and perform tasks on their own without direct assistance from a live agent. It encompasses accessible, automated resources that include:

  1. Chatbots are AI customer self-serve solutions that provide instant, scalable, and efficient customer support that mimics human conversation. Due to their speed, they can enhance customer satisfaction anytime, anywhere, or on any device.
  2. FAQ pages are web pages or website sections that let customers find answers to common questions and troubleshoot problems without needing to contact customer support directly.
  3. Knowledge bases cover a wide range of topics to help people get the support they need. They typically contain text, documents, video, and audio resources. If it’s to succeed, the information must be accurate, up-to-date, and easy to understand. Customers can use document self-service to easily search, download, view, and print product manuals, troubleshooting guides, and FAQs.
  4. Interactive voice response (IVR) facilitates automated interaction between computer systems and callers through voice input and output. It’s particularly helpful in call centers, handling incoming calls and providing customers with self-service options.
  5. Online discussion forums for customer self-service empower members to help each other, build a community, and access a wealth of user-generated knowledge and support. They’re also a great business tool, providing feedback, suggestions, and insights directly related to your products and services.

From a business standpoint, these and other automated support solutions streamline employee workflows, eliminating tedious assignments and allowing them to devote their time, energy, and creativity to tasks that support your company’s goals.

The Importance of Customer Self-Service for Your Business

When it comes to getting the support they need, customers want convenience. That means they’re less concerned with how their problem is resolved and much more focused on getting their desired results.

Customer self-service is a critical aspect of any business’s success. It allows customers to access solutions that align with their busy lifestyles and helps them accomplish their goals quickly and effortlessly. Companies that provide convenient self-service options foster a sense of empowerment and autonomy, with customers able to find information, make purchases, or resolve issues at their own pace without relying on a support agent’s availability or responsiveness.

This self-sufficiency leads to greater satisfaction and enhanced customer loyalty. Because when customers have access to user-friendly self-service portals or knowledge bases, they feel more engaged with your brand and offerings. They can freely explore various resources, learn about new products or features, and make informed decisions based on their specific needs. Their active engagement cultivates a stronger customer-business connection, encourages repeat purchases, and boosts your bottom line.

Customer Self-Service Best Practices

Advanced technologies, a preference for personalization, and social media’s influence have dramatically changed the customer’s role in the buying process. And as their established roles change, the best practices for customer service change along with it.

Long gone are the days when businesses can succeed by treating their customers as if they’re all alike. Consider these two statistics:

  • Over 60% of consumers say they’ve switched brands after a bad customer service experience.
  • Ninety-three percent of customers say they’re likely to be repeat buyers after experiencing excellent customer service.

In a brave new world where first response and resolution times are critical, no business can afford to overlook the importance of efficient and effective self-support. However, companies that follow these proven self-service best practices can create an ecosystem that’s user-friendly, informative, and responsive to customer needs.

  1. Build a straightforward interface. A self-service platform’s interface design should be clean and intuitive. Make it easy for customers to navigate, search for information, and access self-service options by using clear language, logical categorization, and intuitive features to enhance the user experience.
  2. Create a comprehensive knowledge base. All self-service solutions rely on a knowledge base that’s current, accurate, and easy to understand. Create a robust knowledge base that covers a wide range of topics and addresses common customer inquiries. Organize the content into categories, use relevant tags, and implement a powerful yet simple search function to quickly access relevant information.
  3. Interactive FAQs. Supplementing your self-service knowledge base with interactive FAQs that anticipate customer questions and provide concise and clear answers. Typical examples include shipping and return policies, order status, and contact options. Information can consist of step-by-step guides, images, or videos to enhance comprehension, as well as links to relevant product manuals. Update the FAQs regularly based on emerging trends and customer feedback.
  4. Clear and accessible contact information. There’s no denying the value of self-service options. Still, people sometimes decide they want to talk to a live agent to get relevant support. Make it easy for them to get direct assistance via live chat, email, or phone. And be sure to display contact information prominently on the website or self-service portal.
  5. Routine content updates. Regularly review and update self-service content to ensure its accuracy and relevance. When updating information, consider emerging trends, product updates, and internal policy changes that might impact customer inquiries. Remember to implement a feedback mechanism that lets customers suggest updates or report issues with existing self-service content.
  6. Optimize for mobile. Consumers now use their phones more often than desktop devices. That makes optimizing your self-service platform for mobile crucial to success. Make sure the mobile interface is responsive, loads quickly, and offers a seamless experience across different screen sizes.
  7. Continuous improvement. Gathering customer feedback and analyzing data allows you to consistently improve your self-service platform. Monitor user behavior, track search patterns, and regularly review customer suggestions, survey responses, and support interactions to identify pain points and refine the self-service experience.

After implementing a self-service platform, businesses should ensure it meets customer goals by monitoring and analyzing usage data, regularly expanding content, optimizing search functionalities, and fostering community engagement. Call center agents should be knowledgeable about available self-service channels so they can guide customers in using them and navigating all available resources.

Benefits of Customer Self-Service

While self-service’s customer benefits receive the most attention, they’re also an essential part of reducing the burden on support teams. With self-service options, businesses can quickly and accurately handle common inquiries and routine tasks without the need for direct involvement from support agents, enabling them to focus their efforts on more complex and high-value customer interactions.

Self-service customer support also promotes scalability and cost-effectiveness. As your business grows and acquires more customers, you might find that traditional support models aren’t letting you scale as quickly as you want. By leveraging self-service options, your company can accommodate a larger customer base without incurring significant additional costs.

Exceptional customer self-service provides numerous benefits to businesses, giving them a powerful tool for streamlining the support process for customers and agents.


Customer self-service provides round-the-clock accessibility, making it possible for people to find information, make purchases, or resolve issues at their own convenience. It eliminates the need to wait for support agents and lets customers to take control of their own experiences.

Time and Cost Savings

By opting for self-service options, customers can find quick solutions without the need to engage in lengthy phone calls or wait for an email response. They and your support team save valuable time, leading to increased efficiency and cost savings.

Empowerment and Independence

Customers want to solve their problems quickly, with many feeling that searching for answers themselves is quicker. Self-service options:

  • Empower customers to independently find the information or assistance they need.
  • Give them a sense of control over their interactions with the business.
  • Foster a positive customer experience.
  • Build brand confidence.

Faster Issue Resolution

With self-service resources like knowledge bases and FAQs, customers can often find immediate answers to common queries or resolve simple issues without having to wait for support. This reduces the overall response time and improves customer satisfaction.

Improved Customer Satisfaction and Loyalty

Intuitive, user-friendly, and readily available self-service options contribute to a higher degree of customer satisfaction. When customers can effortlessly find the information or support they need, they’re more likely to feel valued and develop a sense of loyalty toward the business.


Self-service options have a distinct edge over human agents when it comes to managing large volumes of customer inquiries simultaneously. Businesses can scale their customer support operations more easily and ensure their customers’ needs are met efficiently, even during peak periods.

Resource Optimization

Reduced workloads, 24/7 availability, and faster resolution times mean your business can allocate its support resources more effectively. Routine and low-complexity tasks are automated or handled through self-service channels, allowing support teams to focus on more complex and value-added interactions.

Analytics and Insights

Advanced customer self-service platforms come with built-in analytics capabilities, providing businesses with valuable insights into customer behavior, preferences, and pain points. These insights can inform strategic decisions and help optimize the overall customer experience.

KMS Lighthouse: Faster Customer Service Across Every Channel

With 120 worldwide branches and 80 offered services, United Mizrahi Tefahot Bank (UMTB), one of Israel’s largest banks and mortgage providers, understands the importance of speed and accuracy in customer support. When the financial leader decided to use its call centers to improve customer experiences, it turned to KMS Lighthouse to help it meet its goals.

KMS Lighthouse enabled UMTB to integrate the knowledge management platform with its existing system, resulting in streamlined data management and retrieval. This innovative approach allowed customers to contact support and get the information they needed. The result? A 15% increase in customer satisfaction.

Businesses that make self-service their top-tier support option are giving their customers what they want: personalized experiences that guide them to precisely what they’re looking for. Once you decide to launch advanced self-service support options, a knowledge base can be your most crucial asset for organizing and delivering comprehensive information, troubleshooting guides, step-by-step tutorials, and FAQs.

Want to learn more about customer self-service best practices that help improve agent productivity and increase customer loyalty? Are you ready to make the leap and invest in a self-service portal? KMS Lighthouse’s AI-driven knowledge management technology ensures customers and agents have access to real-time knowledge that solves their issues quickly and accurately. What more could you—or your customers—ask for?


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