Customer Service’s New Front Door Isn’t Your Chatbot
More than half of customer service interactions now start on third-party platforms like search engines, AI apps such as ChatGPT, and social media. According to Gartner’s latest report, Google, YouTube, and ChatGPT top the list of these platforms. This shift is even stronger among Gen Z, with 74% beginning their support searches outside company channels.
This trend points to growing trust in these external platforms, including AI-powered solutions, despite known issues like hallucinations. Community sites like Reddit are also becoming popular for finding support. Part of the shift likely comes from past frustrations with outdated self-service tools and companies hiding contact details, pushing customers to look elsewhere first.
Third-Party Platforms: The New Front Door
Keith McIntosh from Gartner explains that third-party platforms have become the initial point of contact for many customers. Companies need to rethink their service strategies to meet customers where they already spend time and trust. This includes preparing for “machine customers”—AI assistants embedded in search engines and devices that will soon handle interactions on behalf of users.
Google’s recent patent for an on-device bot that answers calls signals a future where AI-to-business communication becomes standard. This will require businesses to adapt quickly.
Only 22% of Customers Stick to First-Party Channels
Gartner’s data shows just 22% of customers start and finish their support requests entirely through a company’s own channels. Meanwhile, third-party platforms like Google and YouTube boast a 62% success rate in issue resolution. That gap is a clear warning sign.
McIntosh recommends companies enhance their self-service options and integrate smarter AI tools to keep up with customer expectations. This approach can improve service efficiency and cater to customers who prefer multiple ways to get support.
However, the goal shouldn’t be to simply compete with third-party platforms. Instead, support teams should study how customers use these platforms and find ways to influence those experiences. Many customers will instinctively turn to third-party sources out of habit. If those sources provide wrong advice, customers might get frustrated and abandon the product without the company knowing why.
To counter this, customer experience teams should:
- Identify the most common queries customers have.
- Analyze how third-party platforms handle those queries.
- Find ways to guide customers from third-party platforms back to reliable, first-party support options.
Extended Customer Interactions and Subscription Models
The rise of subscriptions and connected devices is making customer journeys longer and more complex. This increases the chances customers will seek help outside official channels. Some businesses are exploring ways to embed first-party service options at key points in the customer lifecycle, encouraging customers to use trusted support when it matters most.
This approach aligns with classic customer service recovery principles: customers tend to be more loyal when problems are solved well, even if issues occur. Since automation and AI reduce human contact, companies need new tactics to build meaningful connections. For example, deliberately involving human agents at critical moments can strengthen relationships.
As AI tools become more common in customer service, staying informed about effective strategies is crucial. For those interested in learning how AI impacts customer support, relevant courses are available at Complete AI Training.
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