In short, no, case deflection and self-service are not the same thing, but they are closely related. Case deflection refers to when a ticket or customer case is avoided because the customer uses a self-service channel, like a FAQ page or knowledge base, rather than a customer support agent. The goal of case deflection is to reduce the workload of customer support agents and improve efficiency by enabling customers to find answers to their questions on their own. Self-service, however, refers to any customer service solution that allows customers to find information or resolve issues on their own (a website, app, chatbot, etc). In summary, case deflection is the avoidance of a customer contacting support due to successful self-service content, but self-service encompasses a wider range of customer service solutions.