Credit: Outlever
Your customers are looking for help on Google, not your website: Gartner Report
Key points
A Gartner report revealed over half of customer service journeys now start on third-party platforms like Google and ChatGPT.
Gen Z consumers are leading this shift, with 75% bypassing official company channels for self-service solutions.
60% of service agents fail to promote self-service options, highlighting a disconnect within companies.
Gartner advised integrating GenAI solutions to complement existing phone interactions, not replace them.
A new Gartner report reveals that more than half of all customer service journeys now start on third-party platforms like Google and ChatGPT, forcing companies to rethink their entire support strategy. The data shows companies are no longer the default starting point for customers needing help.
A generational bypass: The trend is overwhelmingly driven by younger consumers. Gartner’s survey of nearly 6,000 customers found that nearly three-quarters of Gen Z bypass official company channels entirely, and they are finding success. Customers reported a success rate of over 60% when solving problems on their own using these external sites.
Internal affairs: While customers embrace self-service, many companies have a major blind spot. According to reporting by CXDive, an earlier finding from the same survey, Gartner exposed a critical disconnect: 60% of a company's own service agents fail to promote these options. This means leadership may be investing in new AI tools while their own teams aren't directing anyone to use them.
Augment, don't replace: The research points to a clear path forward, according to Gartner’s Keith McIntosh. “Service leaders should focus on integrating GenAI solutions that complement existing phone interactions rather than replacing them,” he advised. The goal is to position AI as a tool that streamlines the journey, offering both self-service and an easy handoff to a human when needed.
The bottom line: Companies can no longer control the customer's front door. The challenge is no longer just about building a better help center, but about ensuring the right answers are available on the platforms your customers already use.
Also on our radar: The trend is quickly evolving beyond search engines, with a new class of third-party AI agents emerging to manage customer service across brands. That trend is compounded by internal hurdles, as other Gartner research highlights a widespread failure by agents to promote self-service options.
