Note: This article was last updated on November 7, 2025, to ensure all information is up-to-date.
A customer portal enables your customers and internal teams to maximize efficiency. Discover the top trends shaping this space.
Key Takeaways
-
A modern customer portal (also called a client portal) centralizes tools, data, and support into one secure, self-service hub.
-
Portals that combine knowledge base software, live chat, and AI agents deliver faster answers and higher customer satisfaction.
-
Success depends on strong privacy and governance for sensitive information, plus seamless communication across every channel.
-
Integrated DXPs help teams publish relevant information, connect systems, and personalize experiences at scale.
-
Start small with one self-service portal use case, measure results, and expand to more journeys.
Keeping customers happy is essential to maintaining a healthy business. But that means organizations need to have the tools and processes in place to support the customer experience from end to end.
Too often, however, companies lack adequate tools or use a disparate patchwork of tools, which creates a disjointed and frustrating user experience. So, what’s the solution? To empower your clients and customer-facing teams with a modern customer portal.
What Is a Customer Portal?
A customer portal is a secure, logged-in space where customers get easy access to everything they need: orders, billing information, entitlements, tickets, product updates, and guides—all in one place. Think of it as a command center for your customer base, service teams, and partners.
A great portal does three things well:
| Feature | Description | Benefit | ||
|---|---|---|---|---|
| 1. Self-service | Users can resolve routine issues, view orders, or access guides without waiting for an agent. | Reduces response times and empowers users to find solutions independently | ||
|
|
Creates relevant, tailored experiences that increase engagement | ||
|
Every touchpoint—web, mobile, live chat, email, and social media—feels unified and connected. | Delivers consistent, frictionless experiences across all channels |
Customer portal example:
A B2B manufacturer offers a portal where distributors can check inventory, download compliance guides, open RMAs, view important information about recalls, and chat with an AI agent or escalate to a support agent. Data flows from ERP, CRM, and logistics systems, so users see accurate, real-time status without calling support.
How Can a Customer Portal Support Your Digital Customer Experience Strategy?
Not all customer portals are built the same, but the best solutions can help you:
-
Reduce effort for customers with always-on, self-service options (track orders, update personal information, start returns).
-
Free agents for higher-value work by deflecting repetitive questions to knowledge base content and chat automation.
-
Reveal insights with analytics—see what customers search for, which knowledge base articles they read, and where they get stuck.
-
Personalize each session with recommendations and alerts based on role, segment, and behavior.
Ultimately, the right customer self-service portal increases satisfaction and lowers cost-to-serve—while giving teams a single place to improve journeys over time.
Top 10 Trends in Customer Experience
Customer portals are evolving fast. From AI-powered chat to deeper personalization and stronger security, today’s best portals do more than deliver information—they drive satisfaction and scale.
Here are 10 of the top trends we’re seeing in the customer service portal and digital experience spaces:
1. Customers Expect Greater Personalization
Customers now expect every interaction to reflect their preferences, history, and needs. According to Boston Consulting Group, around 80% of global customers are comfortable with personalization, while a large majority expect it. A modern client portal brings together personal information, order history, and behavioral data to tailor content and recommendations automatically—turning one-size-fits-all experiences into relevant, personalized journeys.
2. Data and Analytics Drive Smarter Self-Service
Portals are no longer just static dashboards. They’re analytics engines that reveal what customers search for, which articles they read, and where they drop off. Eighty-four percent of service leaders now cite analytics as a top priority for improving operations. When a customer self-service portal connects data from CRM, ticketing, and commerce systems, teams can uncover new insights—like which issues predict churn or which knowledge base articles reduce support volume.
3. Businesses Want Data Privacy and Protection
As data use expands, so does the responsibility to safeguard it. In fact, 95% of businesses say their customers wouldn’t buy from them if they did not properly protect their data, according to Cisco. The best customer portal software includes strong encryption, granular access control, and governance for sensitive information, helping teams maintain compliance while earning customer trust.
“By 2025, 75% of the world’s population will have its personal information covered by modern privacy regulations. This reiterates the need for brands to leverage customer data with a proper understanding of customer preferences, terms of service and relevant regulation.” — Brad Fager, Senior Director Analyst, Gartner
4. Customers Demand Faster Support
More than two-thirds of customers value speed as much as price, and over half choose the first company to respond—even if it costs more. That’s why portals must prioritize fast access to answers through live chat, AI agents, and searchable knowledge base software. Reducing wait times directly correlates with improved customer satisfaction and retention.
5. 24/7 Availability Is the Norm
Modern customers expect support on their schedule. A secure, always-on self-service portal lets users manage accounts, view billing information, or update profiles anytime—without waiting for business hours. Around-the-clock access improves convenience for customers and efficiency for internal teams.
6. Chatbot Adoption Is on the Rise
AI-powered chat has become table stakes, with 58% of B2B companies currently using them. Now, AI agents are taking that further by resolving complex questions, escalating issues intelligently, and maintaining context across channels. These tools extend human support while keeping the experience conversational and efficient.
“Live chat, self-service portals, and knowledge management systems are solidifying their place as essential tools for fast, scalable support. To stay ahead, customer service leaders must focus on leveraging enhanced analytics, optimizing knowledge management, and using agent assist techniques to enhance the assisted-service experience.” — J.J. Moncus, Principal, Research in the Gartner Customer Service & Support practice
7. Generative AI Elevates Knowledge Delivery
With natural language processing and generative AI, chatbots can surface the right content from your knowledge base in seconds. They write human-like responses, summarize guides, and recommend next steps—turning static information into actionable help. The result: faster resolutions, lower support costs, and happier users.
8. Mobile Support Is Essential
Today, 78% of customers now use mobile devices for support interactions. A responsive client portal ensures every feature—from order tracking to chat—works seamlessly across devices. Consistent design and navigation protect brand trust and keep users engaged wherever they are.
9. Omnichannel Integration Wins Loyalty
Customers interact across web, mobile, email, messaging, and social media. They expect these channels to feel unified. A connected portal links every interaction—so a user who starts a chat on mobile can continue the conversation later on desktop without repeating details. This omnichannel continuity strengthens relationships and reduces friction.
10. DXPs Simplify Experience Management
As customer expectations rise, many businesses adopt digital experience platforms (DXPs) to unify tools and channels. A DXP powers the modern self-service portal, combining content management, analytics, and personalization in one place. It helps teams publish updates, track performance, and deliver consistent communication across every touchpoint.
What to Look For in a Customer Portal
So, what capabilities and functionality should you look for in a customer service portal? While it’s easy to find examples of exceptional customer portals, let’s take a look at some essential features.
At a minimum, your portal should provide easy access to trusted answers and secure transactions. The best solutions should include these key capabilities:
| Capability | Description | Benefit | ||
|---|---|---|---|---|
| Connect systems in your tech stack | Integrate CRM, ERP, and content platforms into one gateway for customers and teams | Centralizes tools and ensures consistency across systems | ||
|
|
Improves efficiency and brand consistency | ||
|
Offer a smooth onboarding process so users can quickly adopt your product or service | Drives faster time-to-value and increases customer loyalty | ||
| Improve navigation |
|
Helps users find answers quickly and reduces support demand | ||
| Keep your portal up to date | Equip internal teams with tools to easily publish and update content | Ensures information remains accurate, trusted, and relevant |
Start Building a Smarter Portal
From personalization and AI to seamless omnichannel journeys, customer portals are reshaping how brands deliver value.
Want to learn more about how a customer portal can benefit your customers and your business?
-
See how Vivisol used Liferay DXP to create a unified healthcare portal that improved patient engagement and streamlined operations.
-
Read our ebook to delve deep into the five building blocks of a modern customer portal.
-
Request a custom demo to see the possibilities of a customer portal in action.
