Think about the last time you flew. When you checked in, did you use a self-service option—like the airline’s website, app, or airport kiosk—to check your bags, choose your seat, and print out your boarding pass? Or did you instead wait in line at the airport to speak with a human being? If you’re like most people, you used the self-service option.

Indeed, our data show an overwhelming preference for self-service: Across industries, fully 81% of all customers attempt to take care of matters themselves before reaching out to a live representative.

Self-service offers companies a tantalizing opportunity to reduce spending, often drastically.

The cost of a do-it-yourself transaction is measured in pennies, while the average cost of a live service interaction (phone, e-mail, or webchat) is more than $7 for a B2C company and more than $13 for a B2B company.

Corporate investment in self-service technologies has been enormously effective at removing low-complexity issues from the live service queue, and most companies we’ve studied report a steady reduction in such contacts over the past few years.

Read all at : Kick-Ass Customer Service