Customers like the option of serving themselves

07/17/2014 | B2C Marketing Insider

Self-service options are good for customers, who generally like to access answers directly, and for companies, which can save money and focus more on stickier issues if everyday questions are taken off of customer service agents' plates. To make self-service work, though, companies need to know what customers want and need, then make sure that it's easy to access across a choice of channels.

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