Customer Self Service is a customer’s (internal or external) ability to complete tasks independently, at their convenience, without needing to wait for support. In other words, it lets users place orders, check status, find answers, or run reports on their own timeline.

Customer self service creates happier customers while also lowering service costs. As customers become more tech savvy and tools become easier to use, they expect fast, on-demand access. For example, a customer may need help at first; however, they shouldn’t have to wait until Monday for a CSR just to reorder a $0.49 part. Likewise, a manager or executive shouldn’t need to wait for office hours to run a report and validate an idea at 2 a.m.

Customer self service isn’t just about taking an existing application and exposing it to users. Instead, it requires a practical plan across a few key areas:

• Understanding the process: First, clarify what customers actually want to do. Then design the self service flow around those jobs-to-be-done.
• Ease of use: If the experience is confusing, users will abandon it. Therefore, the interface must be simple and intuitive, especially in today’s “app-like” expectations.
• Logical organization: Next, group features clearly so users can find what they need quickly, with fewer steps and fewer clicks.
• Custom application design: Finally, design around user needs—not around the tool itself—because the “tool trap” is easy to fall into.

When these elements are done well, customer self service becomes easier to adopt, easier to scale, and far more likely to meet or exceed customer expectations.