Self-service customer support is a modern form of customer service that improves satisfaction and efficiency in the contact center. Your customers love that they can get the support solutions they want, when they need them, on their own, without waiting for help from a busy call center. Companies are glad to have happy customers, who aren’t over-burdening their support team.

A win-win situation like this doesn’t just maintain itself, though, and support teams need to be able to anticipate their customers’ needs for self-service support to work. Current trends have companies proactively seeking opportunities to meet their customers’ support needs, before the customers themselves even identify a need.

How can your business adopt a proactive approach to self-service? Consider the following:


Your customers are used to receiving alerts and notifications via multiple channels throughout the day. Whether it’s the score of the game, the status of their checking accounts, or a reminder to stop by the store on the way home, many customers prefer to receive important news and information via text message and email. These messages are highly effective in reaching customers in a way that is personal and meaningful to their lives.

Your company can make use of this technology to provide customers with support solutions they need, before they even know they need them. These proactive messages can be optimized to address areas of importance or interest to your customers, such as account changes, alerts, or time-sensitive offers.

Proactive Engagement

As your support team builds your company’s online support center, they should also be finding ways to proactively direct customers to those resources. By monitoring customer behavior and tracking website statistics, you can predict and anticipate your customers’ support needs. Sending a perfectly timed email with a link to a relevant service article, for example, encourages brand loyalty and boosts customer satisfaction.

Adopt a Consultative Approach

Change the dynamic of your interactions by being proactive and anticipating your customers’ support needs before they occur. When you offer consultative support, your customers turn to your company for advice about optimizing their experience with your product, rather than solely coming to you to solve their problems.

Here are some simple ways your self-support team can adopt a consultative approach:

  • Create self-service portals that are intuitive and easily accessible.
  • Include user-generated content from discussion forums in the online support center’s knowledge base. Formalize the advice and recommendations that are exchanged among customers in your discussion forums.
  • Use virtual agents that allow easy, natural conversations.
  • Ensure that your knowledge base is flexible enough to include new information that is most relevant to your customers.
  • Make use of social listening to see what your customers are saying, and then answer with the suggestions, advice, and support they need.

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