Understanding Customer Self Service: Why It Matters for Your Business

Customer self service gives your buyers the power to find answers, solve problems, and accomplish tasks on their own. This is done through a variety of channels and tools like:

• Knowledge bases - Collections of helpful information like articles, guides, and FAQs.
• Community forums - Online spaces where customers can connect with each other, ask questions, and share their knowledge.
• Chatbots - AI-powered virtual assistants that can provide instant answers to common questions, 24/7.
• Self service portals - Dedicated online platforms where customers can manage their accounts, update information, and track orders.
• Interactive Voice Response (IVR) - Automated phone systems that guide callers through menus with voice prompts.

Customer self service isn’t just about empowering your customers; it’s a game-changer for your business too. With the right self service solution in place, your business can experience:

• 24/7 availability - Customer self service options are there for your customers even when you’re out of office.
• Increased efficiency - Free up your team to focus on bigger, more complex issues that require a human touch.
• Cost reduction - Providing self service options for customers is often more affordable than constantly expanding your support team.
• Scalability - As your business grows, self service grows with you.
• Improved customer satisfaction - Many people prefer the speed and convenience of self service, which leads to better customer reviews.

Top Self Service Options for Your Business

Let's explore some of the best self service tools for small businesses. You probably don’t need all of these, but putting at least one (ideally a few) in place is an excellent way to go above and beyond for your customers.

Option #1: Frequently Asked Questions (FAQs)

Sometimes, the simplest solutions are the most effective. FAQs might seem a little old-school, but don’t underestimate their power! A well-crafted FAQ page gives your customers instant answers to common questions that keep popping up all the time.

Well-structured FAQs are excellent for your business because they:

• Increase speed and efficiency - Customers get the answers they need instantly, without having to wait for a reply.
• Reduce workload - FAQs allow your support personnel to focus on more difficult situations.
• Improve customer experience - Proactively addressing common questions shows your customers that you care about their time.

Who are FAQs best for? FAQs are great self service options for customers if your business gets lots of common questions and concerns. They work well for addressing high-level, general inquiries. The maintenance time required is earned back via less repetitive conversations.

Option #2: Knowledge Base

A knowledge base is a collection of articles, guides, and even FAQs that customers can use to troubleshoot issues and find information about your products or services.

A comprehensive knowledge base is a valuable resource for your business. It can:

• Increase satisfaction - By providing clear and accessible information, you empower customers to find solutions quickly.
• Reduce effort required of your support team - Knowledge bases are effective at providing answers to common questions, freeing your team to focus on more complex issues.
• Increase control - Customers can access information at their own pace and in their preferred way.

FAQs and knowledge bases often go hand-in-hand, but they serve slightly different purposes. FAQs are best for quick, easy-to-digest answers to common questions. A knowledge base is more comprehensive and in-depth. It’s ideal for complex topics, troubleshooting guides, and detailed information. Offering both is your best way to provide customers with everything they might possibly need.

Option #3: Video Tutorials

Well-made video tutorials are engaging, easy to understand, and show customers exactly how to do things on their own.

Video content is a great channel for customer self service for these reasons:

• Videos demonstrate complex processes or features in a clear way that’s easy to follow along with.
• Many people are visual learners, and videos can be more captivating than text-based content. This means customers are more likely to pay attention and retain the information.
• Customers are less likely to contact your support team for help, which means more time for your team to address unique issues.

Video tutorials are ideal self service options for customers if your business needs to visually demonstrate its products or services, wants to boost customer engagement while reducing support queries, and has the necessary resources to generate and sustain video content.

Option #4: Chatbots

Chatbots are AI-powered virtual assistants that engage with your customers in real-time. They help you answer questions, provide guidance, and even resolve simple issues.

Chatbots are a valuable tool for your business because they offer:

• 24/7 availability - Chatbots are always on, providing support even outside of business hours. This means your customers can get help whenever they need it.
• Multitasking capabilities - One chatbot can handle numerous conversations simultaneously, so no customer gets left behind. This helps to reduce wait times and improve overall efficiency.
• Workload reduction - Chatbots excel at handling frequently asked questions that can slow down your support team.

Chatbots are best suited for businesses that receive a high volume of customer inquiries, want to offer 24/7 support, and are looking for a cost-effective solution to streamline customer experience.

Option #5: Automated Phone Systems

Automated phone systems, also known as Interactive Voice Response (IVR) systems, can play a useful role in a well-rounded customer self service strategy.

Their benefits include:

• 24/7 availability - IVR systems provide basic information and support to your customers even during non-working hours.
• Call routing efficiency - They can direct callers to the right department or resource, reducing wait times and improving overall call handling efficiency.
• Simple task automation - Customers can use the IVR to check order statuses, make payments, or update their contact information.

Automated phone systems can be useful self service options for customers if your business receives a high volume of phone calls, has well-defined processes for common inquiries, and wants to offer basic support outside of business hours.

Option #6: In-App Support

In-app support allows customers to access help and information directly within your mobile app or software.

In-app support can include several features that make it easy for users to find answers and resolve issues without leaving the application, like:

• Contextual help - Relevant information, like tooltips or pop-up help articles, that appear based on the customer’s current actions within the app.
• Guided walkthroughs - Step-by-step instructions embedded in the app, guiding customers through complex processes or features.
• In-app chat - A system that allows customers to connect with your support team directly from within the app.

In-app support is an excellent option for small businesses that offer mobile apps or software products, want to provide a highly-personalized and contextual support experience, and are looking to enhance user engagement and satisfaction.

Option #7: Self Service Portals

A self service portal provides a safe online environment where clients can take charge of their interactions with your business.

An effective self service portal should have the following features:

• Intuitive navigation and search - Make it easy for customers to find what they’re looking for. There should be clear menus, categories, and a robust search function.
• Secure login and account management - Protect customer data with strong security measures, and provide easy-to-use tools for managing account settings.
• Seamless integration - Connect your self service portal with other tools, such as your knowledge base, chatbot, and CRM, to provide a unified customer experience.
• Mobile-friendly design - Your portal should be accessible and user-friendly on all devices.

Self service portals are a great option for small businesses that have a large and active customer base, offer a wide range of products or services, and want to provide a comprehensive and personalized self service experience.

Option #8: Virtual Assistants

Virtual assistants are AI-powered tools that live within your website or app. They provide customers with personalized guidance and support.

Some benefits of using virtual assistants in self service include:

• Website or app navigation - They can help customers find a specific product, a support article, or their account settings.
• Product recommendations - Based on a customer’s interactions, browsing history, preferences, or past purchases, a virtual assistant can suggest relevant products or services.
• Guided walkthroughs - For complex processes or features, a virtual assistant can provide step-by-step instructions, making it easier for customers to understand and complete tasks.
• Contextual help - Virtual assistants can deliver help content that’s relevant to the specific page or feature a customer is interacting with.
• Seamless integration - You can integrate them with other self service channels to offer a unified and consistent customer experience.

This self service channel is a great fit for small businesses that have a website or app with lots of features or content, want to provide a highly-personalized customer experience, and are looking for ways to improve customer engagement and reduce support costs.

Up Your Self Service Game

From simple FAQs to powerful in-app guidance, the right customer self service options can free up your time, reduce support costs, and impress your customers. By empowering them to find answers on their own, you create a win-win for everyone.

Just remember that one size doesn’t fit all when it comes to customer self service. You need to understand your specific buyers, their preferences, and the questions they ask most often. So don’t forget to tailor your customer self service solutions by:

• Offering a balanced approach - Some customers will always prefer talking to a human. So you need to make sure you offer both self service and traditional support channels.
• Keeping it simple and user-friendly - Your self service tools and content should be easy to find, navigate, and understand.
• Gathering feedback and improving constantly - Ask your customers for their thoughts on your self service options through surveys and polls, and then implement that feedback.

Ready to build a self service strategy that scales with your small business? Groove makes this easy with a powerful knowledge base, streamlined shared inbox, and smart automations – all at a price that won’t break the bank. Start your free trial today!