Self Service in Customer Contact: Empowerment, Efficiency, and the Saascoms Approach

Introduction

In an era where digital convenience is expected, self-service in customer contact has evolved from a “nice-to-have” to a critical pillar of modern customer contact strategies. Consumers increasingly prefer resolving their issues on their own terms, at their own pace, without waiting in queues or navigating complex IVR systems. Organisations that empower customers with effective self-service tools see faster resolutions, reduced costs, and higher satisfaction.

The Self-Service Shift

According to industry research, 76% of consumers now prefer non-voice communication, with a growing number actively seeking out digital-first solutions. From managing bills and disputing charges to updating account information and scheduling payments, customers expect these interactions to be available on-demand, 24/7.

But self-service doesn’t mean impersonal. When designed thoughtfully, it enhances customer experiences by removing friction and offering immediate access to help—no hold music required.

Saascoms: Putting Customers in Control

At the forefront of this self service in customer contact revolution is Saascoms, whose omnichannel platform, Omnireach, and self-service portal, Resolution, are reshaping how contact centres operate.

Resolution is a white-label, browser-based portal that allows users to:
– Make secure payments (including Open Banking)
– Adjust repayment plans
– Complete income & expenditure forms
– Upload documentation
– Initiate disputes or service requests
– Access support content—all without needing to speak to an agent

It’s fully customisable and integrates directly with a business’s existing CRM and contact strategy. This makes it seamless for customers and powerful for organisations looking to reduce agent load while improving engagement outcomes.

Meanwhile, Omnireach ensures that if a customer does need help, they can switch from self-service to live support effortlessly—via SMS, WhatsApp, email, webchat, or social media. The platform’s AI chatbot, Saasbot, detects intent and sentiment in real time, offering contextual support or escalating to a live agent when needed. Vulnerable customers are identified automatically and routed accordingly.

Real Results, Real Engagement

Saascoms’ clients have seen dramatic benefits from embracing self-service:
– A 33% reduction in call wait times
– Digital agents handling 3x more accounts than their human counterparts
– Over £288,000 collected via self-serve payments in just one campaign
– Identification of 95% of vulnerable customers before agent interaction

Self-service, powered by smart design and AI, isn’t about replacing people, it’s about augmenting support, enhancing access, and enabling faster, fairer outcomes.

The Bottom Line

Modern self-service doesn’t just streamline operations, it changes the nature of the customer relationship. It gives people autonomy, reduces friction, and allows businesses to focus human effort where it matters most.

Saascoms shows that the future of customer contact isn’t voice-only or digital-only, it’s choice-first. And when customers are given the right tools, they choose self-service more often than not.