Customers are more technically savvy than ever and have come to prefer the DIY approach to solving their issues and answering their own questions. Years of research by ICMI has confirmed that customers prefer to resolve issues themselves and within their channels of choice. Furthermore, customers only seek direct interactions when they unsuccessfully exhaust their self-service options.

This is backed up by data from American Express, which found that 48% of consumers prefer to speak with a customer service rep when dealing with complex issues, but only 16% prefer the same contact for simple issues.

The goal of this paper is simple: We want to help you build an all-in-one knowledge base, community, and customer portal. All of which can be accomplished with a help center like Zendesk Guide.