Overview Leaderboard Methodology
Industry Report

Customer Self-Service Portals

Integrated portals that combine documentation, account management, and troubleshooting tools to enable customers to resolve issues independently.

Brands tracked: 31
Brands analyzed: 31
Last updated: 2026-04-22
Model: OpenAI GPT-5
Prompts: 251
Total responses: 1,260
Top Brand Overall?
Zendesk
87/100

Highest overall AI Visibility Score in this industry.

LBA Leader?
Intercom
89

Highest score on the LBA metric in this industry.

Authority Leader?
Zendesk
84

Highest score on the Authority metric in this industry.

TOM Leader?
Zendesk
100

Highest score on the TOM metric in this industry.

Zendesk is the default answer in AI responses for Customer Self-Service Portals

When users ask ChatGPT, Claude, or Gemini about Customer Self-Service Portals, Zendesk is the brand that surfaces first - unprompted, consistently, and usually at the top of any list the model generates. Freshworks is a close second, but the gap between them is meaningful. If you're competing in this space and you're not in the top handful, you're effectively invisible to AI-driven discovery.

Brand Leaderboard All 31 Customer Self-Service Portals brands ranked

Ranked by overall AI Visibility Score (smoothed geometric mean of LBA, Authority, and TOM with an LBA-based floor on Authority and TOM, see methodology). Click any brand for the full report.

# Brand LBA Authority TOM Overall
1
Zendesk
zendesk.com
 77
84
100
87
2
Freshworks
freshworks.com
 80
52
87
71
3
Salesforce
salesforce.com
 85
45
95
71
4
Intercom
intercom.com
 89
44
83
69
5
HubSpot
hubspot.com
 80
25
62
50
6
ServiceNow
servicenow.com
 83
12
81
45
7
Zoho
zoho.com
 74
14
42
36
8
Help Scout
helpscout.com
 73
11
25
29
9
Atlassian
atlassian.com
 74
7
22
25
10
Document360
document360.com
 70
7
10
19
11
Khoros
khoros.com
 58
6
16
19
12
Gorgias
gorgias.com
 74
7
7
18
13
LiveAgent
liveagent.com
 68
7
7
17
14
HaloITSM
haloitsm.com
 64
6
6
16
15
KnowledgeOwl
knowledgeowl.com
 66
7
7
16
16
Deskpro
deskpro.com
 62
6
6
15
17
eGain
egain.com
 62
6
6
15
18
Bloomfire
bloomfire.com
 56
6
6
14
19
HappyFox
happyfox.com
 57
6
6
14
20
InvGate Service Desk
invgate.com
 58
6
6
14
21
ProProfs
proprofs.com
 55
6
6
14
22
Kayako
kayako.com
 49
5
5
13
23
Faveo
faveohelpdesk.com
 46
5
5
12
24
Guru
getguru.com
 48
5
5
12
25
Helpjuice
helpjuice.com
 47
5
5
12
26
TeamSupport
teamsupport.com
 48
5
5
12
27
Kapture CX
kapture.cx
 38
4
4
10
28
Knowmax
knowmax.ai
 37
4
4
10
29
UVdesk
uvdesk.com
 40
4
4
10
30
HelpDocs
helpdocs.io
 33
3
3
9
31
SupportPal
supportpal.com
 29
3
3
8

How is this calculated? Methodology

Every brand in this leaderboard is scored against the same set of 251 shared Customer Self-Service Portals prompts. The same prompts, same model, same iterations. So differences in scores reflect actual differences in AI visibility, not differences in measurement.

Overall AI Visibility Score
Smoothed geometric mean of LBA, Authority and TOM. Authority and TOM are floored at LBA × 0.1 before the geometric mean (the same floor used in the per-metric cards above, so brand cards and the composite tell the same story). Formula: composite = ((LBA + 5)(Authority + 5)(TOM + 5))^(1/3) - 5. The floor keeps brands the model clearly recognises but doesn't yet recommend from collapsing to zero, while a single genuinely weak metric still pulls the composite down. Full methodology.
Shared industry prompts
For Authority and TOM, all brands in the industry are scored against the same 251 category prompts (e.g. "best SEO tools for agencies"). This makes brand-to-brand comparisons valid - everyone faces identical inputs. LBA prompts are per-brand because they ask brand-specific questions.
Latent Brand Association (LBA)
5 brand probes + 1 control prompt, each run 5 times in recall mode (no web search). LBA = quality × meta × stability × share × recognition × 100. Read the full LBA methodology →
LLM Authority
50 organic category prompts (discovery, comparison, problem and transactional intents), each run once in recall mode and once in retrieval mode. Score = frequency × log-decayed prominence × intent weight, then 50/50 averaged across the two modes. Read the full Authority methodology →
Top of Mind (TOM)
15 high-volume discovery prompts (sourced from Keywords Everywhere search-volume data), each run 5 times in pure recall mode (no web). Score = frequency × (0.5 + 0.5 × log-prominence), volume-weighted. Read the full TOM methodology →