Complete guide to web self service in 2024

In the modern customer service landscape where convenience and flexibility have quickly become two of the most sought-after elements of the support experience, web self-service has emerged as a must-have option for businesses across all industries. These tools, which can include FAQ pages, knowledge bases, chatbots, and more, are available for website visitors to use before having to reach out to human agents, saving them both time and effort, while enabling companies to preserve resources and reduce manual workloads.

Even better, outside of verifying that these platforms are regularly updated with accurate and relevant information, these solutions require a relatively small investment and minimal upkeep, making them a low-risk, high-reward tool for organizations. When used in conjunction with a knowledgeable team of live representatives, web self-service can ensure that routine inquiries are answered quickly and accurately, while complex issues can still receive the attention that they demand.

Today, we’ll take a look at what web self-service is, the benefits it can provide, and some best practices you can employ to make sure your system is offering maximum benefits to both your company and its customers.

What is web self service?

Web self-service acts as a digital service model that allows individuals to access information and resolve issues independently through online platforms without the need for direct interaction with customer support representatives. It leverages various tools, such as FAQs, knowledge bases, chatbots, and community forums, to provide users with instant access to the resources they need. 

By enabling users to find solutions on their own, web self-service enhances the customer experience (CX), promoting convenience and reduced wait times.

How does web self service work?

Online self-service tools are typically available on a company's website or through dedicated apps, ensuring they’re easily accessible and don’t detract from a customer’s natural journey. When an individual has a question or requires assistance, they can use these resources to search for information, follow step-by-step guides, or interact with bots that can provide instant responses based on either pre-programmed scripts, AI-powered algorithms, or both.

On the backend, these solutions are often integrated with content management systems (CMS) and customer relationship management (CRM) platforms, which ensure that the information provided is accurate, up-to-date, and tailored to users’ needs. These technologies can be used to track customer interactions and update resources based on common queries and feedback, continuously improving the effectiveness of the self-service tools.

Benefits of web self service

In an age of customer service where speed and accuracy are paramount, web self-service has emerged as a crucial element in delivering superior CXs. This approach empowers individuals to take control of their interactions with a brand, as they possess instant access to various support resources at all times.

Self-help tools offer a range of benefits that not only enhance customer engagement, but also contribute to more efficient and cost-effective operations. Some key advantages include:

Increase efficiency and productivity

By providing comprehensive self-support resources, businesses can reduce the volume of simple, repetitive inquiries that would otherwise require human intervention. This automation allows customer service teams to focus their efforts on higher-value tasks, thus improving their overall productivity. For instance, instead of handling basic queries, customer service representatives can dedicate their time to resolving intricate issues, engaging in customer retention activities, or driving additional value through personalized service.

Moreover, these tools offer immediate, around-the-clock support to end-users, reducing the time they spend waiting for assistance and enabling them to complete tasks more quickly. As a result, individuals can continue with their activities without unnecessary delays, leading to higher satisfaction levels and an improved customer experience.

Increased customer satisfaction and engagement

When users can quickly resolve issues without waiting for a response from customer support, it promotes more independent and efficient service. This autonomy empowers customers, giving them control over their interactions with a brand, typically resulting in a more positive experience. The ability to access self-service options at any time also caters to the varying schedules and preferences of individuals, further boosting customer satisfaction with the service.

Providing interactive tools such as community forums and intelligent chatbots can also facilitate a more engaging experience for users. These tools not only make problem-solving easier, but also encourage customers to explore additional resources, interact with other users, and provide feedback. This ongoing engagement helps build a stronger connection between customers and the brand, fostering loyalty and encouraging repeat interactions.

Offer personalization options

The ability of self-service resources to personalize the CX has grown significantly in recent years. Every time an individual interacts with a self-help platform, the system can track their behavior, past inquiries, and purchase history to provide more tailored content. For example, an  AI-powered chatbot might deliver customized responses by recognizing patterns in a customer's queries, offering solutions that are specifically relevant to their situation.

Moreover, these tools are often integrated with customer profiles in CRM systems, allowing for even deeper personalization. For instance, returning customers can be greeted with their name, offered suggestions based on their past interactions, or directed to resources that align with their specific interests. Personalized dashboards can also display the most relevant information and support options for each user, making their experience more tailored and efficient.

Better ROI

Customers who are able to resolve their issues independently typically rely less heavily on live customer support, leading to lower staffing and training expenses for businesses. Automating routine queries and providing individuals with the resources they need reduces the workload on customer service teams, allowing organizations to allocate their human resources more efficiently. This not only cuts costs, but also enables support agents to focus on higher-value tasks, which can generate additional revenue.

Even more, satisfied customers are more likely to make repeat purchases, recommend the business to others, and engage more with the brand over time. Thus, by providing a streamlined and personalized self-help experience, companies can improve customer retention rates and secure higher long-term profitability.

Types of web self service

Web self-service often encompasses a variety of tools and platforms, each tailored to address different aspects of customer needs. From comprehensive knowledge bases and interactive community forums to personalized customer portals and intelligent chatbots, the different types of web self-service all offer their own unique benefits and functionalities.

Commonly found resources in web self-service platforms include:

Knowledge bases

A knowledge base serves as a centralized repository of information that provides individuals with access to a comprehensive set of resources to help them resolve issues and learn about a business’s offerings. 

It typically includes knowledge articles, FAQs, how-to guides, troubleshooting steps, and other relevant content that’s organized in a user-friendly manner. The knowledge base is designed to be easily searchable, allowing customers to quickly find the information they need by entering keywords or browsing through categorized topics. 

Forums

Community forums refer to online platforms where customers can interact with each other, share experiences, and request assistance related to a company's products or services. These forums are typically hosted on the business’s website and are moderated to ensure that the discussions remain relevant and respectful. Users can post questions about specific issues they are facing, and other community members, who may have encountered similar situations, can offer advice or solutions.

This peer-to-peer support model not only fosters a sense of community among users, but also serves as a valuable resource for individuals seeking real-world advice and practical solutions.

Customer portals

Customer portals are secure, personalized online platforms that allow users to manage their accounts, access tailored information, and perform various tasks related to a company's offerings. They typically require users to log in, providing them with access to features such as viewing and paying bills, tracking orders, managing subscriptions, and submitting and monitoring support tickets. 

Beyond basic account management, these portals are often connected with other self-service tools to help it act as a comprehensive resource hub.

AI and chatbots

In the context of web self-service, AI can be used to power chatbots, extending their functionality far beyond that of simple rule-based bots. These chatbots are equipped to handle a wide range of inquiries, from answering FAQs to guiding users through troubleshooting steps or making product recommendations. By leveraging AI, bots can provide accurate, contextually relevant responses and continuously improve their performance based on user interactions.

These chatbots are often used to gather valuable data on customer behavior as well, enabling companies to refine their self-service resources and personalize the customer experience over time.

Integrated customer support

Integrated customer service involves the centralization of various support channels and tools into a cohesive platform that provides a unified experience for users. This approach ensures that different self-service options all work together harmoniously, allowing customers to easily transition between them based on their needs. For instance, an individual might start by searching a knowledge base for answers and, if they require further assistance, move to a chatbot or submit a support ticket directly from the same platform. 

This integration streamlines the entire support process, making it easier for customers to find the help they need without having to navigate multiple, disconnected systems.

Successful web self service examples

By examining examples of web self-service in live action, organizations can gain a deeper understanding of the strategies that lead to successful outcomes and where they may be falling short in their approach. 

Let’s break down some notable companies who have leveraged web self-service to their benefit, highlighting the innovative approaches that have delivered tangible results, as well as some instances where their processes could be improved.

Google

Google serves as a prime example of how an integrated customer support approach should be executed, providing users with unified access to a knowledge base, FAQs section, and community forum all in one convenient location. The page’s design is playful and heavily image-based, while still maintaining a clean and refined appearance to make navigating its various resources easy for users.

Google’s prominently placed search bar acts as the cornerstone of the layout, appearing at the top of the page and including drop-down options below as individuals begin to type in their queries. Each of Google’s many offerings (YouTube, Gmail, Maps, etc.) is then listed further down in an organized grid, directing users to an entirely new page once a button is selected. Toward the bottom, visitors can find a ‘Send feedback about our Help Center’ prompt, allowing them to offer suggestions on how to improve the UX and enabling Google to enhance its services over time. 

Apple

Technology behemoth Apple boasts a heavily invested user base that is extremely passionate about its products and often enjoy discussing them with other members of the Apple community. Thus, it has identified forums as a useful self-support tool for its customers, empowering members of the community to assist each other, talk about relevant topics, and offer tips and advice.

Similarly to Google, Apple has designed its page to reflect its unique brand identity, which is more clean and sleek, rather than playful and colorful. The page is centered around a powerful search functionality, which prompts users to ask a question, and then displays relevant topics that have already been discussed in real-time via a drop-down menu. Further down the page, visitors can click on particular products to view topics specifically related to each, while also browsing highlighted tips that typically reflect the most current and popular topics being discussed by the Apple community.

Shopify

Shopify, a software-as-a-service (SaaS) platform that helps businesses grow online businesses, acts as another example of a comprehensive help center that allows users to find answers in their preferred method. It differs from our previous two examples in that its live chat functionality is more prominently displayed, greeting users with a large interface that takes up almost a third of the page and letting them know that further assistance is on standby.

Its homepage is straightforward in its design; it’s text-heavy and mostly black and white, but is well-organized and easy to navigate. As with Google and Apple, Shopify has a search bar intuitively placed toward the top of its page, though it doesn’t feature any drop-down functionality that would speed up the support process. 

Overall, while still informative and intuitively designed, we found Shopify to have the weakest web self-support platform of the three examples we’ve included. It could be improved significantly by adding additional multimedia, streamlining more activities, and offering the ability to provide feedback.

Web self service tools and software

When determining which web self-service software is best for your organization, you’ll need to start by assessing your unique needs and identifying a provider that offers functionalities that align with them. In a highly competitive market, there’s no shortage of solutions available to you, so it’s essential that you perform extensive research to compare the benefits and drawbacks of each vendor.

We may be somewhat biased, but for our money, Freshdesk’s comprehensiveness and ease-of-use make it the obvious choice for companies of any size and across all industries. Some of Freshdesk’s standout features include:

• Chatbots: Powered by Freddy AI, our bots can deliver instant and precise answers to your customer's questions for faster resolutions.

• Knowledge base: Serves as a comprehensive repository of information that can be organized using a flexible hierarchy and easily updated in real-time from agents’ ticket replies.

• Forums: Acts as a community within your portal where customers can build an active discussion to find mutual solutions.

• Help widget: Shows helpful solutions based on where your customers are, either on your website, mobile app, or live chat.

Automatic suggestions: Displays relevant solutions for each individual’s unique journey, saving time for both agents and end-users.

Begin building your web self service portal today with Freshdesk!

Freshdesk is the market’s premier customer support platform, offering businesses a plethora of useful features that can be leveraged to help customers find answers to their questions in a variety of different manners.

The team at Freshworks understands that each unique individual prefers to find solutions in their own way, and have designed their self-service tools to reflect this realization. For example, help widgets and automatic suggestions are available for those who prefer to browse on their own time, but may still need a simple push in the right direction, while chatbots and community forums are on hand to help visitors who may require more in-depth support.

Take it from one of our satisfied clients, Amanda C., who lauds Freshdesk’s ease-of-use and comprehensiveness, saying, “As a daily user, what I appreciate most about Freshdesk is its user-friendly interface, the impressive new AI summarize feature, and the comprehensive integration of tickets, chats, phone, and knowledge base, all in one platform. Additionally, their great support team adds immense value to the overall experience, providing excellent assistance and guidance when needed.