Customer self-service

Customer self-service refers to digital tools and resources that enable customers to resolve issues independently instead of engaging with a live representative.

Everyday customer self-service examples include self-checkout flows and knowledge bases with troubleshooting tips and answers to FAQs. Self-service portals that facilitate basic customer needs, like rescheduling appointments, tracking order status, or managing subscriptions, are also common.

What is customer self-service vs. automated customer support?

Though they have similarities, customer self-service platforms aren’t the same as fully automated customer support. Self-service solutions enable customers to do their own digging. Automated customer support refers to the use of technology (often AI) to resolve issues. Customers can chat with an automated support rep rather than sifting through resources to troubleshoot for themselves.

What are the benefits of customer self-service in B2B?

Many companies favor self-service customer service strategies in hopes of boosting customer satisfaction. The intention is to give customers a convenient, low-effort way to work through their problems.

Customers expect instant answers, and self-service helps companies meet that expectation. Customers can find information any time of day without waiting for a support representative.

When customers can handle basic inquiries themselves instead of adding a new support ticket to the queue, it lightens the support team’s workload, too. The typical B2B company spends nearly three hours coordinating for every one hour solving customer problems, according to Front’s Coordination Tax report, so operational efficiency is imperative.

Common types of customer self-service

Companies can incorporate the customer self-service strategies in the following types of service channels.

Knowledge bases or FAQs

Searchable content libraries help customers find answers on their own, reducing the volume of routine support requests. For example, B2B software companies often release startup guides and troubleshooting tips so customers can resolve common issues without waiting for a support representative.

Customer portals

Customer portals combine self-service resources with account management tools, allowing customers to complete common tasks on their own. A B2B company might create a self-service portal where customers can ask questions, reschedule appointments, check order status, manage subscriptions, or take care of account management functions, like resetting their password or checking their account balance.

AI-powered chatbots

Some companies use AI agents and virtual assistants instead of human representatives for routine or easily automated tasks. The goal is to improve response times and lighten the load for support teams to focus on more complex or sensitive inquiries. For instance, a B2B company might offer personalized AI chatbots to walk customers through the specific integrations they need to get up and running with a new product.

Community forums

Peer-to-peer support spaces let people ask questions and share solutions and ideas, creating a customer-built repository of self-service information other customers can use. For instance, a B2B software provider might host an online forum for customers to discuss custom configurations and other topics unlikely to appear on the company FAQ page.