Providing customers with the ability to self serve is the start, making them aware of it and then making them believe that they can do it are the next steps but equally important from a behavioural change perspective.
Journey orchestration, pushing options to them when you’ve identified that they’re on a common ‘customer contact’ journey or routing calls to automation that supports self services both provide self service awareness and drive up the percentage of avoided contact.
Finally making agents aware of a customer journey on contact arrival allows them to introduce customers to other ways of solving issues, again avoiding unnecessary future contact.