Customer Self-Service Usage
Among US customers, about 60%, mostly Millennials, use customer self-service functionalities. On the other hand, about 86% of companies use self-service tools for customer service tasks. Below are details on customer usage, as well as company usage and benefits of customer self-service in the United States.
Customer Usage in the United States
- Around 60% of US consumers use customer self-service either on a website or in a mobile app and 75% consider it a convenient way to meet their need for support.
- In a survey conducted by Ebiquity and American Express to 1,000 US consumers, it was found that Millennials, among other generations, are 2x more likely to use self-service for their inquiries.
- Among the different and most common types of customer self-service tools (e.g. knowledge base, FAQs, online discussion forums), the customer service knowledge base is mostly preferred, according to Forrester.
- Knowledge base or "a centralized database of useful information" is the type of customer self-service that is preferred by 91% of customers as long as it meets their needs.
- From a study conducted by Dimension Data, it was found that among self-service channels, more customers opt to use the company's website at 73% compared to those who choose interactive voice response (IVR) with 57%, social media (31%), SMS (27%), and live chat (20%).
- According to Forrester, about 72% of customers prefer customer self-service compared to a phone call or sending an email.
- By the end of 2020, Gartner predicts that 85% of customer relationships with companies are no longer done with human interaction but through self-service.
Company Usage and Benefits
- 70% of customers expect a company website will include a self-service application. Because of this figure, customer self-service is not just a "nice to have" component for companies, but it has become a necessity in providing an effective customer experience.
- In a McKinsey survey conducted on 1,000 B2B executives, 86% preferred using self-service tools when tackling basic tasks.
- IT cost reduction is cited as the top reason for 84% of companies why they deploy self-service analytics.
- A study conducted by Oracle and Forrester Research discovered that customer self-service can reduce cost per call by up to $11 per call, resulting in a significant amount of savings.
- According to Accenture research, companies could save between $1-3 million per year by adding a self-service functionality to their service offerings.
- 93% of companies note that self-service analytics give them faster and better insights on what their customers' needs are.
- 83% of those using self-service saw increased visibility into the company's business data.
- Companies who use high-quality customer self-service support channels saw improvements in these key performance indicators (KPIs):
- 54% of firms who implemented it for the first time saw web traffic increases.
- Nearly 50% reported an increase in sales and a decrease in phone-based customer service inquiries.
- 37% saw a reduction in email-based inquiries.
- It lowers the companies' overall customer service and marketing spend.
- The number of satisfied customers increased and as a result, these customers are 3.5x more likely to repurchase and 5x more likely to give referrals.