How Self-serve is empowering customers

How self-serve is empowering customers

Facilitating customers to find solutions independently is crucial in the current scenario. Empower customers with self-serve resources that help them to resolve their queries on their own and they’ll thank you with their loyalty. Witness how it transforms customer service, allowing agents to focus on more intricate tasks. Let’s delve into it right away!

What is self-serve?

Self-serve is nothing but empowering customers to help themselves. Rather than working with a customer service agent, customers can actually identify and resolve their issues on their own using the “self-serve” options provided to them. Some of the most common examples of self-serve are FAQs, community portals, and knowledge base or help center content.

Research by statista on if a brand should have an online self service portal


Consider this- a survey published by Statista illustrates the percentage of customers indicating whether they anticipate brands or organizations to offer an online self-service support portal, both in the United States and on a global scale. It shows that 88% of the respondents said they would like brands to have an online self-serve support portal. That’s a significantly high number to prove the importance of self-serve when it comes to customer support.

Types of self-serve

  • Knowledge baseKnowledge base

    A knowledge base is a centralized repository of information, data, and resources that is designed to be easily accessible and searchable. It serves as a valuable tool for organizing and managing knowledge within an organization, and it can be used for various purposes, including customer support, employee training, and content management.

    A comprehensive knowledge base typically includes a variety of content types and features aimed at providing valuable information and support. Some of the best examples are articles, how-to guides, user manuals, product documentation, etc.

    For example, this is a Knowledge base powered by Kapture CX for a leading E-commerce brand. It has categories of self-help materials related to orders, shopping, payment, etc. As soon as a customer faces a query, they can simply open the knowledge base, and identify and click on the relevant section. All the appropriate articles and resources will open and customers can easily troubleshoot their issues on their own.

  • FAQ PageFAQ page


    An FAQ page does exactly what it says. It is a section on a website or application that provides answers to common queries, concerns, or inquiries that users or customers may have. The purpose of an FAQ page is to offer quick and easily accessible information, allowing users to find solutions to their questions without the need for direct interaction with customer support.

    The primary benefits of an FAQ page include improving user experience, reducing the load on customer support by addressing common queries proactively, and saving users time by providing quick access to relevant information. It’s a valuable component of customer service strategies and is commonly found on websites, e-commerce platforms, software applications, and various online services.

  • Community Forum

    A community forum is an online platform or space where individuals with common interests, questions, or goals can engage in discussions, share information, and collaborate. These forums provide a virtual community where users can post messages, ask questions, provide answers, share experiences, and connect with others who have similar interests or concerns.

    Community forums play a crucial role in customer support by providing a platform for customers to connect, share experiences, and seek solutions to common problems. Community forums enable users to help each other by sharing their experiences and providing solutions to common issues. This peer-to-peer support can be invaluable, especially for frequently asked questions and routine troubleshooting.

    By addressing common questions and concerns in a public forum, community members can find answers without contacting customer support directly. This reduces the volume of support tickets and allows support teams to focus on more complex issues.

  • AI Chatbot

    With natural language processing,  the intent of customers’ messages can be determined, and seamlessly consumers can be assisted in resolving queries or escalating them to a live agent. With around-the-clock availability and a variety and depth of alternatives, empower customers to solve their queries by themselves by conversing with the chatbot without a real agent’s intervention.

    Agents can focus on other complex issues, leaving the AI chatbot to address customer queries. 

    AI chatbot

  • Interactive video tutorials

    Implementing interactive video tutorials as a self-serve option for customer support can significantly enhance the customer experience and reduce the need for direct assistance. 

    Interactive video tutorials as a self-serve option in customer support work by providing customers with engaging and informative content that helps them troubleshoot issues, learn about products or services, and find solutions independently. Customers shall be able to access the interactive video tutorials through a variety of channels, such as your website, customer portal, or support knowledge base. Ensure that the videos are easily discoverable and accessible.

    Interactive video tutorials in customer support empower users to find solutions independently, reducing the need for direct assistance and enhancing the overall customer experience. Regularly update and optimize the content based on user feedback and changing support needs to ensure ongoing effectiveness.

    How to implement self-serve?

    Implementing a self-service system involves several key steps to ensure its effectiveness and user-friendliness. Here’s a guide on how to implement a self-service system:

  • Understand Your Audience:

    Identify the target audience for your self-service system. Understand their needs, preferences, and the type of information they are likely to seek.

  • Define Objectives:

    Clearly define the objectives of your self-service system. What problems or queries do you aim to address? This will guide the content and features you include.

  • Select the Right Platform:

    Choose a platform or system for hosting your self-service resources. This could be a dedicated section on your website, a knowledge base software, or an integrated part of your customer relationship management (CRM) system.

  • Create High-Quality Content:

    Develop comprehensive and easy-to-understand content. This includes FAQs, guides, tutorials, and any other relevant resources. Use clear language and multimedia elements (images, videos) to enhance understanding.

  • Organize Content Effectively:

    Organize your content logically. Use categories, tags, and a clear structure to make it easy for users to navigate and find the information they need.

  • Implement Search Functionality:

    Include a robust search feature that allows users to quickly find relevant information. Implement filters and advanced search options for more complex queries.

  • User-Friendly Design:

    Ensure that the self-service interface is user-friendly. The design should be intuitive, and the navigation should be easy to understand. Consider mobile responsiveness for users accessing information on various devices.

  • Promote Accessibility:

    Make sure your self-service resources are accessible to all users, including those with disabilities. Follow accessibility standards to ensure a wider reach.

  • Integrate with Other Systems:

    Integrate your self-service system with other customer support channels, such as chatbots, email, or live chat. This ensures a seamless experience for users who may transition between self-service and assisted support.

  • Provide Regular Updates:

    Regularly update and maintain your self-service content. Ensure that information is accurate, and add new content as needed, especially after product updates or changes.

  • Gather User Feedback:

    Implement mechanisms for users to provide feedback on the self-service resources. Use this feedback to make continuous improvements.

  • Analytics and Monitoring:

    Implement analytics tools to monitor user interactions with the self-service system. Track which articles are most viewed, and what users are searching for, and identify areas that may need improvement.

  • Training and Onboarding:

    Train your customer support team on how to guide users to the self-service resources. Ensure that they are aware of the available content and can effectively direct users.

  • Promote Awareness:

    Actively promote the existence of your self-service system. Use multiple channels, such as emails, newsletters, and your website, to inform users about the resources available.

  • Iterate and Improve:

    Regularly review analytics, user feedback, and evolving user needs. Use this information to iterate on your self-service system, making continuous improvements to enhance its effectiveness.

    Remember that successful self-service implementation requires ongoing commitment and a willingness to adapt based on user needs and feedback. The goal is to create a self-service experience that is not only informative but also easy and enjoyable for users to navigate.

    Benefits of self-serve

    As per research conducted by Harvard, 81% of customers opt to handle problems independently before seeking assistance from live representatives. To save time. Here are the top five benefits of self-serve:

  • 24X7 Available Support:

    Customer inquiries can arise at any time, so it’s crucial to provide your customers with valuable tools such as FAQ pages and AI chatbots to assist them 24/7. While human support from businesses is typically available only during specific hours and on certain days of the week, these self-service resources not only enhance customer satisfaction but also contribute to lasting efficiency improvements. This approach allows your team to concentrate on complex cases while upholding high-quality service for all customers.

  • Improved agent productivity:

    As customers use self-help tools to address their own questions, customer support agents can allocate more time to handling intricate inquiries. By freeing up your customer support team from repetitive questions while maintaining the same amount of available time, you can boost agent productivity. This leads to a higher number of inquiries being resolved within shorter timeframes and ensures that appropriate resolutions are delivered.

  • Improved customer satisfaction:

    Increased autonomy and reduced time wastage result in elevated levels of customer satisfaction. The enhanced flexibility and accessibility of services contribute to higher customer contentment with your brand, ultimately having a positive impact on outcomes.

  • Reduced support costs:

    Running a self-service portal is significantly more cost-effective than employing a support team to handle customer inquiries. As customers independently address their own questions through self-service tools, there is a reduced need for a large number of agents working around the clock. Consequently, substantial cost savings are achieved.

  • Faster query resolution:

    Customers receive faster and more accurate solutions through self-service alternatives like an FAQ page, a self-help article, or a chatbot. For instance, chatbots can engage with customers using predetermined logic and offer them the optimal resolution to their inquiries, occasionally supplemented by knowledge base articles.


    Including self-service in your customer support tech stack is highly significant. By enabling users to discover solutions at their own pace, self-serve resources not only elevate their overall experience but also save them time and alleviate frustration. When your customers are empowered, your business is empowered. 

    Talk to our product squad today!



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