State of Customer
Self-Service
How leading organizations are leveraging AI, structured content, and cross-functional collaboration to deliver exceptional self-service experiences.
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TABLE OF CONTENTS
What’s in the report
Self-service is no longer just a nice-to-have, it's an absolute must for businesses looking to capture and keep customers in today's digital era. And the 2025 State of Customer Self-Service has the numbers to prove it. From the shocking percentage of companies already implementing self-service, to the unexpected audience segments utilizing it most, this report is packed with insights that will have you rethinking your entire customer experience approach.
00
Introduction
An overview of self-service’s evolution from a convenience feature to a core business strategy driving the modern customer experience. A definition of customer self-service and a profile of survey participants across industries, roles, and company sizes.
01
Self-Service as the First Stop
The growing dominance of self-service as the first customer touchpoint and the business impact of poor execution.
02
Self-Service Across the Customer Journey
The expanding role of self-service across audiences and its continued focus on technical troubleshooting as the primary use case.
03
Ownership and Collaboration
Departmental responsibilities for self-service strategy and content, with Technical Communications leading and cross-functional collaboration proving essential.
04
Technology and Tools
The systems and platforms powering self-service, the challenges of tool fragmentation, and the importance of unified content processes.
05
Measuring What Matters
The key metrics organizations use to measure self-service success and the growing need for balanced, data-driven evaluation.
06
AI Takes Center Stage
The acceleration of AI adoption in self-service and the finding that content quality and collaboration outweigh technology choice.
07
Challenges and the Path Forward
The primary barriers to self-service implementation—particularly limited resources—and strategies used by successful organizations to overcome them.
08
Conclusion
A summary of self-service’s transition in 2025 from emerging trend to essential capability separating industry leaders from followers.
At a Glance
156
Respondents
10
Leading industries
70%
Delivering a self-service experience
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Unlock the latest data and expert recommendations for customer self-service in 2025 and beyond.
