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.