If Your Self-Service Portal Is So Great, Why Are Employees Still Using Email?

This morning, I read a post by Steven Van Belleghem about HP’s failed attempt to force customers into self-service by adding a 15-minute hotline waiting time. The backlash was instant. Yet employees still choose email, even when companies introduce sleek self-service portals. It is not because they fear change. It is because these portals ignore how people actually work.

The Unspoken Psychology of Email

Email is not just a tool. It is a safety net. When employees send an email, they are not simply logging a request. They are making sure someone - a real person - sees their issue. They have proof. They can follow up. They can escalate. Portals, in contrast, often feel impersonal. Employees submit a request with no clear sense of when or how it will be addressed, which drives them back to email.

This is not about stubbornness. It is about control. People stick with what gives them confidence, especially when they are under pressure. If your portal does not match the psychological comfort of email, it will fail.

Why Self-Service Feels Like a Dead End

Most portals are designed for efficiency, not effectiveness. They focus on streamlining operations instead of solving problems. Employees become frustrated and abandon them.

Here is why:

• The “Black Hole” Effect: Employees submit a ticket, and then... nothing. No acknowledgment. No status updates. No timeline. Just an automatic, impersonal answer from a "no reply" address confirming that your request has been logged. Email, by contrast, provides direct visibility and a clear path to escalation, making employees feel more assured that their request is being handled. AI can transform portals into interactive, responsive systems that feel more like a conversation than a transaction. Instead of silence, portals should provide real-time status tracking, estimated resolution times, and proactive updates when progress is made.
• Rigid Categories That Do Not Reflect Reality: Many portals force employees to squeeze their issue into predefined forms. But real-world problems are messy. AI-driven natural language processing can eliminate this frustration. Employees should be able to describe their issue in their own words, with AI intelligently interpreting and routing requests without forcing them into rigid boxes.
• Too Many Clicks, Too Much Hassle: If finding help feels like navigating a labyrinth, employees will skip it. AI can streamline navigation by predicting intent, surfacing relevant options dynamically, and pre-filling forms based on previous interactions. No one wants to dig through endless menus when email takes five seconds.

How to Make the Portal the First Choice

If you want employees to use the portal, it has to be undeniably better than email. Not just faster - more human. Here is how:

1. Make It Feel Like a Conversation People trust conversations more than rigid forms. AI-powered chat interfaces can mimic the natural flow of communication, offering instant responses, real-time updates, and contextual suggestions. Let employees see who is handling their request and where it stands.
2. Offer an Escape Hatch Not every issue fits neatly into a dropdown menu. AI-driven virtual assistants can guide employees through open-ended queries, refining their request dynamically. If the system detects frustration or a complex issue, it should escalate to a human without delay.
3. Eliminate Unnecessary Steps AI can analyze the most common requests and suggest pre-filled responses, reducing friction. Employees should be able to submit a request in less time than it takes to write an email.
4. Prove It Works - Fast Speed is critical. AI can optimize ticket prioritization, predicting which requests are urgent and ensuring faster resolutions. If employees see that the portal consistently delivers faster and better results than email, they will trust it. Show real metrics. Make response times visible. Set and meet SLAs that outperform email response times.
5. Use Social Proof Employees follow what works. AI-powered insights can highlight recent successful resolutions and suggest relevant solutions dynamically. If employees see their peers solving problems through the portal, they will be more likely to use it themselves.

The Real Reason Portals Fail

Employees are not avoiding self-service because they are resistant to change. They are avoiding it because it does not work the way they need it to. AI has the power to change this. It can make portals feel less like rigid systems and more like intelligent, responsive tools that adapt to the user. The goal is not to eliminate email. The goal is to create a system so seamless, reliable, and responsive that employees prefer it over email.

Key Takeaway

The battle between email and self-service is not about technology alone. It is about trust, confidence, and usability. AI can help bridge the gap, making portals intuitive, conversational, and faster than ever. Build a portal that aligns with how people work, and employees will choose it naturally, without any need for enforcement.

Prioritize experience.

About Me

I help organizations create digital experiences that employees and customers want to use. With over 20 years of expertise in CX, digital transformation, and Global Business Services, I know that technology alone does not drive adoption. Experience does.

If your self-service portal is struggling with low adoption, let’s talk about how to turn it into a tool people trust and prefer. Reach out to connect.