Associations invest an enormous amount of time and care into building credible certification and learning programs. But when learners get stuck—can’t log in, can’t find an answer, or aren’t sure what to do next—the experience can quickly shift from empowering to frustrating. At Holmes Corporation, we see customer support as a critical part of protecting that learner experience. That’s why we analyzed support interactions from more than 11,600 learners in 2025 to better understand what truly helps learners move forward—and when human support makes the biggest difference.
Here’s what we learned.
Lesson #1: Self-Service Actually Works (When You Do It Right)
Across all our products, 86.2% of learners who visited a Customer Support Center resolved their issue without having to call or email a customer service representative.
That’s right. Out of 11,694 unique users who engaged with self-service support content, only 1,608 needed to escalate to a human. The rest found what they needed, solved their problem, and moved on.
With the worldclass first contact resolution benchmark rate at 80%, we’re proud of that number, yet always looking for ways to improve.
“Self-service is doing exactly what it was designed to do,” says Steven Khraiss, Vice President of Data Strategy & Analytics at HC. “Fewer than 14% of users require live support. That confirms our Customer Support Centers are effectively deflecting volume while understanding when human attention is important.”
This matters because the industry conversation around customer service has become increasingly dominated by AI chatbots and automation. Research from Five9 found that 75% of consumers still prefer talking to a real human for customer support, and 56% report frustration with AI chatbots. The assumption is that you need either large human teams or chatbot-led experiences that can fall short.
Our data suggests a third path: well-designed self-service content that respects learners’ time and intelligence. When people can help themselves, they generally prefer it.
Lesson #2: When Humans Do Step In, It Really Matters
Here’s where the story gets interesting. While 86.2% of users self-serve successfully, the remaining 13.8% represent people who genuinely need human expertise. These aren’t failures of self-service; they’re exactly the cases your support team should be handling.
At HC, a team of five customer service professionals handles all escalated inquiries across our association partners. In 2025, they fielded more than 23,000 inquiries through phone, email, voicemail, and web submissions. That’s roughly 18 tickets per agent per day, right at industry benchmark levels.
Looking at the channel mix, email accounted for 59% of inquiries, phone for 33%, with web rounding out the rest. With a global customer base, our learners can still connect directly with a person when they need one-on-one support.
Our approach is intentional: let self-service handle the predictable (password resets, login help, shipping updates), so humans can focus on the consultative (pre-purchase questions, complex certification pathways, product extension requests, and other unique circumstances that are beyond an FAQ).
The Operational Leverage Is Real
Let’s put this in perspective. At current volumes, our Customer Support Centers deflect an average of 40 potential support cases per day. That’s eight cases per day per agent, which is meaningful time savings for our customer service team and faster resolution for learners.
For associations analyzing their support strategy, the math is compelling. A well-designed self-service system doesn’t just reduce costs; it improves outcomes. Learners get instant answers for common questions. Staff get freed up to provide consultative support where it adds value. And your organization builds a knowledge asset that scales without adding headcounts.
Lesson #3: Build the Foundation Before You Add the Bot
We’d be remiss not to mention chatbots. Many associations are using or exploring them, and for good reason: when done well, they can extend your support reach without adding headcount.
But here’s what our experience has reinforced: bots are only as good as the content behind them. An AI chatbot pulling from a thin or outdated knowledge base will frustrate users just as quickly as a bad phone tree. But when you’ve already built a strong self-service foundation with accurate, well-organized content, a chatbot becomes an accelerator rather than a barrier.
The other non-negotiable is a clear path to a human. The best bots know their limits and hand off seamlessly when a situation calls for real expertise.
That’s why we believe the work comes before the technology. Build the foundation first. Get your self-service content right. Then, if and when you add AI-assisted tools, they’ll have something solid to work with.
What This Means for Your Association
The debate between “humans vs. bots” misses the point. The real question is: what does each interaction actually require?
Some questions have clear answers that don’t need human judgment. Login issues, password resets, “where’s my order,” basic program information: these are perfect for self-service. When your content is well-organized and genuinely helpful, learners prefer finding answers themselves.
Other questions require empathy, nuance, and expertise. “I’m not sure which certification is right for my career path.” “I’ve faced some personal challenges and need more time to study.” “I have a unique situation with my exam scheduling.” “I’m considering your program but have questions before I commit.” These deserve human attention.
The goal isn’t to eliminate human contact. It’s to make human contact meaningful.
Our data shows that this model works. Across multiple products and partners, we’ve maintained an 86.2% self-service resolution rate while keeping human support available for the cases that truly need it. People came, they searched, they engaged, and most of them solved their issue without calling for help.
That’s not a failure of human connection. That’s efficiency at its finest.
Interested in learning how HC approaches customer support for certification and learning programs? Contact us at [email protected] or visit holmescorp.com.
