This document discusses increasing adoption of self-service options by customers. It notes that customers prefer self-service over calling support centers, and that self-service can significantly reduce business costs. However, forcing customers to only use self-service risks poor customer experience. The document recommends making comprehensive information easily accessible online, blending self-help with live assistance, incentivizing but not forcing self-service, and using tools like WalkMe to guide customers through complex processes. Done right, self-service adoption can improve the customer experience while reducing business costs.