I wrote about technology and the customer experience a couple times last year. After all, that’s what self-service is all about: technology, such as ATMs, online flight check-in, self-checkout grocery lanes, interactive voice response, online FAQs, knowledge bases, and more.

Technology is an experience enabler, a “supporting cast” of sorts. I think there are definitely times when customers need that human touch, that warm smile, the ability to reach out and touch someone, should they have a question or an immediate need, especially one not easily solvable with technology. I don’t think the need for relationships or the human experience will go away. Sometimes you just need to have a conversation, but self-service is definitely more widely accepted and used now than ever before.

But what does it do for your company? How does self-service help the business?

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