skip to main content
Close Icon We use cookies to improve your website experience.  To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy.  By continuing to use the website, you consent to our use of cookies.
Global Search Configuration


With the changing profile of the customer base, and the proclivity of the newer generation of customers to readily accept self-service, the image of self-service has improved dramatically and reached a level of acceptability and even preference.


  • Ovum research indicates that offering a variety of self-service applications is increasingly important in the customer/business selection process, and that customers often have preset expectations about the self-support options that enterprises should include in their customer service environments in order to attract them.

Features and Benefits

  • Enables enterprises to understand the evolving nature of self-service in customer engagement.
  • Assists businesses in identifying and prioritizing self-service offerings, including FAQs, customer forums, blogs, social media posts, video tutorials, and webinar recordings.

Key questions answered

  • How do self-service applications affect business sales and customer long-term value to the enterprise?
  • How should the rollout of self-service offerings be prioritized to optimize effectiveness?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages


  • Recommendations for enterprises
  • Recommendations for vendors

The move to channel diversity, including self-service, is increasing and driving sales growth

  • Provisioning alternative channel offerings in the buying process is now a necessity
  • Customer service clearly impacts future same-company sales
  • Self-service is gaining value among end-user customers
  • Strong likes and dislikes are evident in the customer base

Service choice and interface preference will continue to evolve with technology

  • Live agent support will continue strong into the future, but customer service could move well beyond that
  • IoT will be the big disruptor in the future


  • Methodology
  • Further reading
  • Author

Recommended Articles


Have any questions? Speak to a Specialist

Europe, Middle East & Africa team: +44 7771 980316

Asia-Pacific team: +61 (0)3 960 16700

US team: +1 212-652-5335

Email us at

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Email us at

Contact marketing -

Already an Ovum client? Login to the Knowledge Center now