Gartner Survey Finds More Than Half of Customer Service Journeys Now Start on Third-Party Platforms
A Gartner survey of 5,801 customers conducted in January and February 2025 revealed this shift is especially pronounced among younger generations: 74% of Gen Z customers initiate their service journey with a third-party before ever reaching an official company channel. These younger customers are just as likely to use GenAI platforms as they are to use traditional sources, signaling a major transformation in how digital natives seek support and information.
“Third-party platforms have become the new front door for customer service,” said Keith McIntosh, Senior Principal, Research, in the Gartner Customer Service & Support practice. “Organizations must rethink their service strategies to account for the platforms their customers already know and trust.”
Empower Self-Service by Harnessing Third-Party Platforms
The survey highlights a notable trend towards self-service success on third-party platforms, with customers reporting an average success rate of 62% in finding what they need on platforms like YouTube or Google. In stark contrast, only 22% of customers start, stay, and resolve their issues entirely using first-party company channels.
“This disparity emphasizes the need for companies to enhance their self-service offerings and integrate advanced AI technologies to meet evolving customer expectations,” concluded McIntosh. “This strategy not only streamlines service delivery but also aligns with the diverse preferences of customers navigating multiple service modalities.”
