The Rise of the Self-Service Customer

By Tricia Morris, Parature

For better or for worse, three little words have changed customer service forever: “Just Google it.” Not only do consumers want to find the answers themselves; they want to be the first to find them, and the first to share them with others (especially on social media), which is why consistent multichannel self-service is so important.  parature selfserviceDIY

The 24/7 convenience of search engines has dramatically increased the demand for all types of self-service content including FAQs, downloadable documents and how-to videos. Compounding these great self-service expectations is an increasing need for speed. According to a 2013 Forrester Research report, customers not only want more information across more channels, they want companies to value their time in making it readily available, with 71% saying valuing their time is the most important thing a company can do to provide them with good service.

Self-Service’s Future Stems from Customer Service’s Past

While around-the-clock connectivity and the power of search engines have definitely led to increased self-service usage, the rise of the self-service customer also owes itself to the many poor live-person customer service interactions that have gone before. Long wait times, being passed around to multiple customer service reps or dealing with an impolite CSR have all led many a frustrated customer to say, “I’ll just find the answer myself.”

In a new report titled The Real Self-Service Economy, 40% of approximately 3,000 consumers in a global survey said they prefer self-service to human contact for their future contact with companies, and 70% expect a company website to include a self-service application.

How to Connect with the Self-Service Customer

The infographic below from Parature shows the increasing importance of catering to the self-service customer. Join WalkMe and Parature on October 9 at 1pm Eastern for a free webinar, How to Boost Self Service Adoption Rates and Lower Customer Support Costs, to learn key best practices in self-service delivery from two leading customer service software providers.


Register Now                          

Tricia Morris is the Sr. Marketing Writer for
Parature, a global customer service software provider serving more than 3,000 well-known brands and 70 million end users. Tricia promotes customer service best practices through Parature’s Customer Success blog, and is the #1 author on Her customer service best practice posts have also been featured on, ExploreB2B, Social Media Today and YAHOO!



Stefanie Amini
is Specialist in Customer Success and chief writer and editor of I Want It Now, a blog for Customer Service Experts. Follow her @StefWalkMe
is Specialist in Customer Success and chief writer and editor of I Want It Now, a blog for Customer Service Experts. Follow her @StefWalkMe