Customers want to help themselves. That part isn’t the problem.

The problem is that most self-service experiences are hard to navigate, light on answers or disconnected from human support. When that happens, customers get stuck, frustration rises and tickets pile up anyway.

This guide breaks down where self-service goes wrong and what actually improves it, so customers find answers faster and CX teams spend less time cleaning up the fallout.

Here’s what it covers:

• Why customers try self-service but still end up reaching support
• The content, structure and search issues that prevent resolution
• How stronger self-service improves satisfaction while reducing tickets
• Where self-service should hand off to human support and AI Self-service should reduce friction, not create it.

This guide shows CX teams how to make it work the way customers expect.