We are living in an era where customer not only expects speed in service, but equally wants a flexible system that allows her to take unbiased decisions/actions. For example, many years ago we were assisted(serviced) in retail shops like grocery or clothing, but today, we expect un-interpreted and unbiased decision making through self-service in same scenario. Two other everyday examples are self service kiosks for airline check-in process and ATMs for cash withdrawal. Thus not investing in customer self-service is becoming a competitive disadvantage.
Self-service is not only relevant for servicing scenarios, but equally applicable in marketing, presales & sales too. Self-service processes are well integrated & technology enabled.