A surprising 60% of customer service agents fail to promote self service options to customers, according to a 2025 Gartner, Inc. survey. This missed opportunity comes at a time when businesses are investing heavily in automation and GenAI tools—yet many customers remain hesitant to embrace digital solutions.
The survey, which polled 5,801 customers in January and February 2025, revealed that even when agents do mention self-service, their approach often lacks enthusiasm. A quarter (25%) make neutral remarks, while 12% actively discourage it with negative comments.
Promoting Self Service
“Promoting self service isn’t just about cutting costs—it’s about empowering customers to use the easiest and most efficient solution,” said Keith McIntosh, Senior Principal, Research, in Gartner’s Customer Service & Support practice. “Agents play a crucial role in this process, and their ability to positively endorse self-service options can really matter.”
The Power of Agent Influence
When customer service agents actively promote self-service, customers are twice as likely to adopt it for future issues. This highlights a critical training gap: Organizations must equip their teams with the right messaging to position digital tools as helpful—not just cost-saving measures.
Yet, the challenge goes beyond mere promotion. Even as 55% of service leaders explore GenAI chatbots for customer interactions, only 35% of customers who recently used phone support are willing to switch to a GenAI digital assistant.
Why Customers Resist the Shift to AI
The phone remains the dominant customer service channel—and for good reason. Many customers find phone interactions more reassuring and effective, making them reluctant to change.
“Service leaders should focus on integrating GenAI solutions that complement—not replace—phone interactions,” McIntosh advised. “By positioning AI as an enhancement, companies can reassure customers that digital assistants are designed to streamline their journey, offering both self-service options and seamless transitions to human agents when needed.”
The Path Forward: Meeting Customers Where They Are
The key to driving self-service adoption lies in balancing innovation with familiarity. Businesses must:
- Train agents to advocate for self-service confidently.
- Integrate GenAI in ways that enhance, rather than disrupt, phone support.
- Reassure customers that digital tools exist to simplify—not complicate—their experience.
As McIntosh put it: “Meeting customers where they are, while offering innovative solutions, is key to driving adoption and satisfaction.”
By bridging the gap between human and digital support, companies can create a smoother, more efficient customer service experience—one where self-service isn’t just an option, but a preferred solution.