In today’s digital landscape, self-service is a must-have for organizations looking to provide seamless, efficient, and customer-centric support. However, poorly

implemented self-service can frustrate customers, create inefficiencies, and damage your brand.

In this session, we will highlight five critical missteps to avoid and outline the key components of a successful self-service strategy—centered around integration, interconnectivity, system upgrades, and enhanced CX delivery. This session will deliver:

1) Failing to Design a Clear CX Self-Service Roadmap

What Not to Do: Jumping into self-service without a strategic vision or roadmap.

• Define the customer journeys where self-service makes the most impact
• Align self-service initiatives with overall CX strategy
• Prioritise implementation phases based on customer needs and business goals

2) Overlooking Data Quality and Relevance

What Not to Do: Using outdated, inconsistent, or irrelevant data in self-service systems.

• Maintain clean, high-quality, and well-structured data
• Ensure data is synchronized across all platforms
• Use AI and analytics to personalize responses and improve accuracy

3) Lacking Confidence in Your Systems

What Not to Do: Deploying self-service solutions without ensuring system reliability, integration, and performance.

• Invest in robust, scalable technology with seamless integrations.
• Regularly test and upgrade systems to prevent disruptions.
• Monitor system performance and resolve technical issues proactively.

4) Assuming Customers Never Need Human Support

What Not to Do: Removing human agents entirely from the customer support equation.

• Provide easy and frictionless transitions from self-service to human support
• Train agents to handle escalations effectively
• Use AI-driven insights to guide agents in personalizing customer interactions

5) Ignoring Iteration and Customer Feedback

What Not to Do: Treating self-service as a one-time setup rather than an evolving experience

• Continuously gather and analyse customer feedback
• Regularly update self-service content, AI models, and workflows
• Focus on what you can control—prioritize improvements that enhance the customer experience incrementally