The condition of customer support at present is a little paradoxical. Customers rave about wanting “great support,” yet they often (and systematically!) avoid speaking with support agents, flocking instead to customer self service options like FAQs and knowledge bases. What is the psychology of customer self service? Why customers prefer FAQs over agents boils down to this behavioral truth: 

At 2 a.m., most users would rather interrogate a self service portal than endure even a three-minute wait over a phone call.

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