Why customers give up on self-service

Key points

• Most customers try self-service first, and give up when it fails.
• Failures cluster around a few common journeys.
• Fixing those journeys reduces calls more than adding new features.

Where customers give up

Common failure points include unclear error messages, forced sign-ins and journeys that end with “call us”. Analytics and contact reasons show exactly where.

What brings them back

Fix the top failing journeys, explain errors in plain language, and let customers finish what they started without switching channels.

Talk to our customer experience team