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Forcing Customer Journeys: How to Balance Self-Service and Happy Customers

Kateryna Butkovska March 11, 2025

When small teams start using tools like Zendesk to improve customer service, they often run into unexpected challenges. Customers might ignore self-service options like the help center or chatbots and go straight for a human agent. Sometimes they even find creative ways around the system, like using the “name” field in a form to request phone support. If this sounds like something your team has faced, here’s a detailed look at how you can address these challenges while keeping both efficiency and customer satisfaction in balance.

Common Issues for Small Teams

1. Skipping Self-Service

Many customers bypass self-service tools like help center articles or chatbot suggestions because they assume these won’t solve their problem. Instead, they go straight for the “chat with a human” button or escalate their issue immediately. This behavior defeats the purpose of having self-service options in the first place and puts unnecessary strain on your team.

2. Weird Form Use

Some customers use form fields in unintended ways. For example, they might use the “name” field to leave unrelated information like their phone number, essentially demanding a callback or phone support. This not only creates confusion for your team but also slows down resolution times for everyone.

3. Limited Phone Support

Small teams often reserve phone support for high-value customers or specific issues, but some customers still try to use phone calls for basic queries, like asking about pricing. Handling these requests is time-consuming and doesn’t justify the effort, especially when answers are already available through other channels.

How to Fix It

1. Make Bots More Helpful

Self-service tools work best when they provide real solutions quickly and efficiently. Your chatbot should do more than just redirect customers to articles—it should solve problems during the conversation.

2. Adjust Workflow and Wording

3. Tweak Your Workflow

Making small adjustments to how your system interacts with customers can encourage them to use self-service options more effectively.

4. Get Smart About Deflecting Tickets

Encouraging customers to stay with self-service tools before escalating to an agent can significantly reduce your team’s workload.

5. Train Your Bot to Be Smarter

Customers often abandon bots because they feel they’re talking to a “dumb” system that doesn’t understand their needs. A well-trained bot, however, can build trust and keep customers engaged.

6. Fix Form Confusion

Preventing form misuse requires a combination of clear communication and technical restrictions.

Real-Life Examples

1. Zendesk Messaging Adjustments:

2. AnswerBot Improvements:

3. Encourage Self-Service Metrics:

Finding the Balance

While some measures may reduce immediate ticket volume, remember to strike a balance between deflection and customer satisfaction. It’s all about giving customers the help they need while making the process efficient for your team. A smart bot that’s easy to use, combined with a thoughtful workflow, can encourage customers to trust self-service options. These changes might not solve everything overnight, but they can significantly reduce your team’s workload and improve the overall experience for your customers.

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