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Many brands from banks to telecom providers offer self-care services on mobile platforms to a large number of customers. Are these mobile apps and mobile-optimized websites up to today’s standards? Aren’t there new directions that providers should try? How about making self-care services personal, empowering and relevant? We can focus on e.g. our customer’s family and web-connected objects like a car or alarm system, and create apps that have a chance to truly engage users on a daily basis, converting them to loyal customers.