Nearly two-thirds of customer indicate that they attempt to resolve issues on their own when they need technical assistance. Of these customers 64.3% say that the first self-help resource they attempt to use is a general web search (Google, Bing, etc.). Customers are attempting to help themselves, but you may never know. Many customers indicate that they find useful answers to their problems on sites other than the manufacture or publisher of the product they need assistance with.
Deflection is cost effective, but imagine what it would be like if all of your customers that had questions or issues with your products never contacted you. Self-help is good, but make certain that you do not lose contact with your customers – especially those in need.