Today’s customer service is becoming increasingly digital—35% of interactions now take place on digital channels. In response, more and more businesses are providing support across a variety of digital channels, including but not limited to SMS, social media, and web chat. And while the use of these channels is growing rapidly, the use of digital self-service channels isn’t far behind.
Case in point: In 2011, Gartner predicted over 85% of the customer experience would be managed without a human by 2020. The industry is certainly trending in this direction—Forrester found that self-service usage increased from 67% in 2012 to 76% in 2014. If we follow Forrester’s trajectory, by the end of 2016 self-service usage could reach 84% penetration, meaning Gartner’s prediction might come even sooner than realized. But let’s take a look at where self-service is now.