In recent years, a silent shift has been taking place in the world of CX. Businesses are under constant pressure to improve margins and scale rapidly. As a result of this pressure, many have embraced self-service channels as the new frontline of support. These tools promise speed and efficiency, both for customers and businesses. But the reality behind this shift is more complex. Moving to self-serve isn’t just about faster resolutions anymore, it’s also largely about reducing costs.
The self-serve boom: resolution or reduction?
Across all industries, businesses have been racing to deflect contacts away from their live agents. The narrative is typically wrapped in convenience, but internally, the motive is often monetary. Live support, such as phone and chat, is often deemed too expensive and many CFO’s believe the math no longer adds up.
According to Zendesk’s 2025 CX Trends report, reducing support costs remains a top priority for companies investing in self-service solutions. While a growing number of customers appreciate the speed and convenience of automated support for simple issues, the same report highlights a continued demand for easy access to human agents (especially when problems become more complex). In fact, 81% of consumers now view AI as essential, yet the human touch is still seen as critical to building trust and empathy in service.
Are we entering a world where real human help is gated behind higher-tier plans, loyalty memberships, or high price points?
When support becomes a status symbol
The signs are already there. Airlines are now prioritising frequent flyers in their service queues; and tech companies often provide phone and/or live chat support only to paying or enterprise customers. Subscription-based platforms increasingly route basic-tier users through AI driven flows and help centers. In many cases, reaching a real person feels like an intentional obstacle course.
These models may seem logical in isolation; some might say why not reward loyal or high value customers? But at scale, it creates a two-tier system where good service becomes a privilege, not a standard. That’s a dangerous precedent.
The risks of a premium only approach
A 2025 study by Emplifi found that 24% of consumers would stop purchasing from a brand after just one bad experience, and 70% would do so after two negative interactions. For customers with complex issues, accessibility needs, or language barriers, chat bots and automated Q&A forms can quickly become dead ends. And when service is perceived as exclusive, frustration mounts and customer churn ultimately follows.
Viewing customer support as a luxury underestimates its strategic potential. Exceptional service isn’t merely reactive, it’s a powerful driver of growth. According to Forrester’s 2025 Global Total Experience Score Rankings, companies that align their brand promise with the experiences they deliver can achieve up to 3.5 times faster revenue growth and significantly strengthen customer loyalty.
Customer service for the many, not just the few
Yes, we know, it sounds like a campaign slogan. But at Newstel, we mean it. Customer service shouldn’t be a privilege for the top 1% of users. It should be accessible, scalable, and rooted in empathy, no matter the size of your customer base.
This doesn’t mean throwing efficiency out the window. We believe in smart automation and scalable systems, but only when they support, not replace, the human touch. Our tools are designed to adapt to your business, not the other way around. Whether you’re helping thousands or millions of customers, we tailor the support to meet your customers’ needs and your goals and not just whatever’s trending in the industry this week.
It might sound like politics, but it’s really just good service.
Rethink support with Newstel
At Newstel, we help teams scale support without losing the human touch. If that’s the kind of support you’re aiming for, get in touch.
