50+ Self-Service Statistics to Shape Your Customer Support Strategy in 2025

Customer support is evolving fast, and the numbers prove it. Recent self-service statistics reveal that around 84% of customers prefer solving issues on their own before contacting a support agent.

This shift reflects how modern users value speed and independence — and how businesses are responding with intuitive help centers, searchable knowledge bases, and AI-powered chat assistants that make answers instantly available.

Understanding these statistics isn’t just about tracking trends; it’s about seeing how self-service directly impacts efficiency, satisfaction, and support costs.

In this guide, we’ll break down the most important self-service stats and trends of 2025 — and show how you can use these insights to strengthen your customer support strategy.

What Is User Self-Service & Why Analyze Self-Service Statistics?

User self-service refers to the process where customers independently access information, troubleshoot issues, or complete actions without direct assistance from a support representative. 

This can include using a knowledge base, FAQ section, AI chatbot, or community forum to resolve problems on their own.

Here’s a quick, insightful video to learn how to create a self-service knowledge base:

Why Study Self-Service Statistics?

Analyzing self-service and customer self-service statistics helps businesses:

• Understand how effectively these systems are working
• Reveals which channels customers prefer, how often they succeed in finding answers, and where bottlenecks exist
• Fine-tune their self-service software to improve usability, increase satisfaction, and reduce operational costs. 

Self-Service Statistics: What They Reveal

Analyzing different types of self-service statistics can reveal how users adopt these tools, how effectively they perform, and where your organization can improve.

From adoption rates and cost savings to industry-specific trends, each category of self-service data tells a unique story about customer behavior, support efficiency, and long-term satisfaction.

Let’s look at different user and customer self-service statistics:

Adoption & Preference Statistics

These stats show how customers and organizations are increasingly preferring self-service.

• 77% of consumers have used a self-service support portal when seeking help, according to Microsoft’s State of Global Customer Service report. (Marketing Assets)
• 61% of customers would prefer to use self-service to resolve simple issues. (Salesforce)
• 81% of consumers say they want more self-service options from companies. (CXMToday)
• 67% of customers prefer self-service over speaking to a company representative. (Saleslion)
• Organisations rank digital self-service (such as portals, knowledge bases) and live chat as the #1 future-customer-service technologies, expected to surpass traditional channels by 2027. (Gartner)
• 62% of Millennials and 75% of Gen Z say they will use non-company (i.e., self-guided) channels like YouTube/Google to resolve issues; only 11% of Baby Boomers say they’ll give up if they can’t resolve via self-service. (Gartner)

Cost & Efficiency Impact Statistics

These numbers demonstrate the operational and financial benefits of implementing self-service.

• Automating customer service with chatbots can reduce response time by 80%. (WifiTalents)
• Data-driven decision-making improves operational efficiency by 15%. (WifiTalents)
• Digital transformation initiatives typically lead to a 20-30% increase in overall operational efficiency. (WifiTalents)
• Implementing self‑service portals can reduce operational costs by 80 to 100 times compared to live interactions. Organizations can deflect up to 60% of support inquiries to knowledge bases. (Infosys BPM)
• A 1% improvement in First Call Resolution (FCR) reduces call center costs by 1%, highlighting the efficiency gains from resolving issues on the first contact. (loris.ai)
• Companies using self‑service portals saw a 30% reduction in average response times, leading to higher customer satisfaction and retention rates. (vai.net)
• Organizations report up to 70% reductions in calls, chat, and/or email inquiries after implementing a Virtual Customer Assistant, showcasing the effectiveness of AI-driven self‑service solutions. (raffle.ai)
• Businesses with online help centers can reduce their annual customer support costs by $1,000,000 to $3,000,000, as self‑service interactions cost only a few pennies compared to over $7 for a B2C company support agent interaction. (Lotus Themes for Zendesk)
• Business process automation saves approximately 22% of employee time annually. (WifiTalents)
• Self-service tools can reduce average resolution times by 44%, leading to faster customer issue resolution. (Fullview)
• Implementing AI solutions in manufacturing increases output efficiency by 20-30%. (WifiTalents)
• 85% of organizations note that automation reduces operational costs. (WifiTalents)
• Utilizing machine learning in predictive maintenance improves operational efficiency by 25%. (WifiTalents)

Usage & Performance Metrics

Statistics around how self-service tools are actually used and how well they perform.

• 73% of consumers said they prefer retail self-service technologies (e.g., self-checkout) over engaging with store associates. (Retail Dive)
• 81% of consumers say they want more self-service options from companies. (CXMToday)
• Only 20% of online support interactions are fully self-serviced and unassisted. (gorgias.com)
• 42%-50% of respondents report that when using self-service options, they still require employee assistance (e.g., 34% in one study). (a-closer-look.com)
• 51% of British consumers surveyed say they’d prefer to avoid any human interaction when shopping — indicating a strong self-service preference in retail. (k3btg.com)
• In a global sample of over 33,000 consumers, 28% or fewer preferred self-service when human-assisted channels were available for complex issues — e.g., for “resolve an issue,” only 28% chose self-service in one category. (Qualtrics)
• 88% of customers want an online self-service portal option. (missiveapp.com)
• Among customers who start in self-service channels, only 9% of interactions today are wholly resolved via self-service (i.e., without needing assisted channels). (Nice Resources)

Market Trends & Forecasts

The following are some statistics on how the self-service market is evolving.

• The global self-service market size stood at USD 38.36 billion in 2025 and is forecast to reach USD 56.22 billion by 2030, with a CAGR of ~7.9%. (Mordor Intelligence)
• The self-service technology market was valued at USD 34.03 billion in 2022 and is projected to hit USD 92.24 billion by 2030 (CAGR ~13.8%). (Grand View Research)
• The global customer self-service software market is expected to grow from about USD 22.02 billion in 2025 to roughly USD 128.36 billion by 2034, at a CAGR of ~21.6%. (Precedence Research)
• By 2033, the customer self-service software market is estimated to reach USD 99.67 billion, growing at ~20.96% CAGR from 2023. (Spherical Insights)
• A report estimates the self-service solution market will grow from USD 5.3 billion in 2024 to USD 15.1 billion by 2033, representing a 12.4% CAGR. (Verified Market Reports)
• In a regional breakdown, the Asia Pacific is projected to rank #1 in self-service markets, driven by digital transformation, smartphone penetration, and infrastructure expansion. (Precedence Research)
• The deployment of cloud-based self-service platforms and remote management solutions is increasingly becoming standard, with over 60% of enterprises adopting such architectures in recent years. (Global Growth Insights)

Self-Service Across Industries

Here are some statistics to show how different industries are adopting user and customer self-service:

1. SaaS – Onboarding & User Documentation

• 63% of customers say onboarding experience is a key factor when deciding to subscribe to a SaaS product. (Userpilot)
• 74% of potential SaaS customers will switch to another solution if the onboarding process is too complicated. (Userpilot)

2. Retail – FAQs, Return Portals, AI-Powered Chat

• 43.5% of SaaS companies say they use a self-service onboarding model (vs. “high-touch” or “low-touch”). (Databox)
• 63.05% of respondents use either a self-service or low-touch onboarding model — meaning the majority lean toward self-service. (Databox)
• In a 2021 study of 1,200+ SaaS companies, 96% had at least one in-app onboarding element (welcome screen, video, tooltip). (Userpilot)
• Also in that 2021 study, 71% of B2B SaaS firms used personalization in their onboarding flows. (Userpilot)
• According to a recent guide, 66% of companies use onboarding checklists as their first user experience in self-service onboarding. (Candu)
• 63% of customers take the onboarding period into consideration when subscribing. (Custify)
• The same list shows 87% of customers believe companies should put more effort into delivering a consistent onboarding experience. (Custify)
• A 2023 report notes that over 74% of SaaS companies offered a free trial; in self-serve growth models, this reflects a substantial shift toward enabling users to self-start. (Userpilot)
• One source says that unclear or inefficient onboarding leads to 73% of users quitting before experiencing value. (ncse.info)

3. Healthcare – Patient Portals & Knowledge Bases

• In 2024, more than 3 in 4 (≈75 %+) individuals nationwide reported being offered online access to their medical records (via a portal) — and nearly two-thirds accessed the portal at least once in the past year. (NCBI)
• A national survey found 61.3% of respondents reported accessing an online patient portal in the last 12 months, and 43.7% used multiple portals. (PubMed)
• Among portal users, 89.9% used the portal to view test results, and 69.8% viewed clinical notes. (PubMed)
• A study found 47% of patients used a patient portal monthly or more frequently. (PubMed)
• Use of patient portals is positively associated with higher patient satisfaction: one study found use influenced dimensions of satisfaction (care-team interaction, atmosphere, instruction effectiveness), explaining ~31.8 %–40.6% of variance. (JMIR)
• A survey showed that only 16% of organizations said fewer than 10% of patients used their portal, and many reported usage between 26 and 50%. (LexisNexis Risk Solutions)
• A study indicated that patients with portal accounts were 21.5% less likely to no-show for an appointment compared to those without an account (6.2% vs 7.9% no-show rate). (Patient Kiosk)
• Among individuals caring for someone else, “proxy access” (caregiver access) to patient portals more than doubled between 2020 and 2024 (from ~24% to ~51%). (NCBI)

4. Finance – Secure Self-Service for Transactions & Support

• 66% of U.S. consumers use digital banking in 2023, with that share expected to rise to 79% by 2029. (Self)
• 73.2% of people reported using digital banking to check account balances in the past month; 69.2% used it to transfer money between their own accounts. (Self)
• 63% of banking customers prefer digital self-service options over visiting a branch. (WifiTalents)
• 68% of banking users prefer digital channels for routine transactions; only 32% still prefer in-branch visits. (WifiTalents)
• In India, 67% of mobile banking log-ins were simply to check account balance. (OdishaTv)
• In Australia, mobile banking had a user satisfaction rate of 89.3%, higher than branch (85.2%) or telephone banking. (Roy Morgan)

5. Education – Student Self-Help Centres & LMS Integrations

• 92% of LMS users in K-12 and higher education say they are very or somewhat satisfied with their current system. (Capterra)
• Around 83% of LMS users say their system has had a positive impact on student satisfaction, teacher/admin productivity, or teaching during COVID-19. (Capterra)
• In a study of students’ use of LMS features, 32% used chat to seek help from other students, and 30% used chat to seek help from instructors. (ERIC)
• In one LMS adoption survey, 83% of students use LMS; 56% of them use it for almost all courses. (Prosperity For All)
• The global LMS market is projected to grow from USD 16.4 billion in 2023 to USD 44.5 billion by 2032. (AI Solutions for Businesses)
• About 26% of users wished their LMS had gamification features, although only 18% currently had access to them. (Capterra)

6. Telecommunications – Self-Service Portals & Digital Operations

• 60% of telecom companies have adopted customer self-service portals as part of their digital transformation strategy. (Gitnux)
• Digital/self-service tools help telecom firms reduce deployment and operations times: e.g., network deployment times dropped by ~25% in firms that embraced self-service and automation in their service workflows. (Gitnux)

Future of Self-Service: Trends to Watch (2025 & Beyond)

The future of self-service is intelligent, predictive, and deeply connected to the customer experience ecosystem. 

The following are the top trends to watch for:

1. Predictive Self-Service & Hyper-Personalization

Self-service will no longer just react to customer queries—it will anticipate them. Predictive systems powered by AI and data analytics will identify patterns in user behavior and proactively surface relevant articles, videos, or FAQs before an issue even arises. 

For example, if a customer frequently searches for “invoice issues,” the system could automatically suggest payment tutorials or notify them about recent billing updates.

2. Voice AI & Conversational Interfaces

Voice-based self-service is evolving beyond basic commands. In 2025, advanced conversational AI will power natural, human-like interactions through voice assistants and chatbots. 

Customers will be able to ask detailed questions, get contextual answers, and even complete transactions—all through speech or chat interfaces integrated directly into apps and websites.

3. Integrated CX Ecosystems (CX + AI + Analytics)

Self-service will become a key component of larger customer experience (CX) ecosystems that connect knowledge bases, CRMs, and analytics tools. 

This unified approach ensures that every self-service interaction contributes to a 360° customer view—helping businesses deliver more personalized, data-driven experiences across channels.

4. Visual & Interactive Self-Service Tools

From dynamic troubleshooting flowcharts to video-based tutorials, visual content is emerging as the next frontier. 

Customers increasingly prefer guided experiences that combine multimedia, clickable paths, and real-time updates—making information more engaging and easier to digest.

5. Ethical AI & Accessibility

As automation scales, organizations will focus on ethical AI deployment and inclusive design. 

Expect to see more accessibility-first self-service systems with multilingual support, voice navigation, and compliance with global data privacy laws—ensuring every customer, regardless of background or ability, gets equal access to help.

How to Apply These Statistics to Improve Your Self-Service Strategy

Numbers only matter when they drive action, and self—service statistics can reveal exactly where your customer experience stands and what you should improve next. 

The key is to turn these insights into a structured plan for better usability, content, and performance. Here’s how:

1. Audit Your Current Self-Service Experience

Start by conducting a full audit of your self-service ecosystem, including your knowledge base, FAQs, chatbots, and community forums. 

Identify common drop-off points, outdated content, and articles with high bounce rates. Look at search analytics to uncover what customers are searching for but not finding.

2. Identify KPIs That Align With the Data

Use metrics like deflection rate, time-to-resolution, search success rate, and content engagement to benchmark your performance. 

For instance, if stats show customers abandon self-service when answers aren’t updated, make “content freshness” a tracked KPI for your team.

3. Build Data-Backed Improvement Loops

Regularly review analytics and feedback loops to make incremental updates. 

Collect feedback from users after each self-service session (“Was this helpful?”), analyze patterns, and prioritize improvements based on frequency and business impact.

4. Optimize Your Knowledge Base Content

Use SEO best practices—structured headings, conversational keywords, and schema markup—to ensure your knowledge base content ranks well on search engines and internal search tools. 

Add visuals, videos, and guided steps to improve comprehension.

5. Personalize & Localize for Users

Align with the trend of hyper-personalized self-service. Tailor your knowledge base by role, region, or product usage. 

Offer localized content in multiple languages to serve global customers and boost accessibility.

6. Automate Routine Update With AI

Leverage AI-powered tools like ProProfs Knowledge Base to streamline content creation and updates. 

Use AI analytics to flag underperforming pages, auto-suggest improvements, and ensure your help center evolves with customer behavior.

Analyze Self-Service Statistics to Improve Your Self-Service Methods

The rise of self-service isn’t just a support trend—it’s a shift in customer psychology. When done right, it builds confidence, reduces frustration, and transforms service teams from problem solvers into experience enablers. Effective self-service means happier customers, fewer tickets, and significantly lower operational costs.

To keep improving, organizations must track their self-service metrics regularly—monitoring search success, ticket deflection, and engagement rates to identify what’s working and what isn’t. Consistent analysis helps refine both content and user experience, ensuring customers always find value.

ProProfs Knowledge Base makes this process effortless with its AI Writer to create help content, built-in analytics for tracking user habits, and automated content updates that keep help articles accurate and accessible.