1to1 Media has published an article by ClickFox CMO, Anna Convery, on the topic of self-service. Here's a short preview: Self-service heaven is easily achieved by adhering to five golden rules:

1. Analyze the entire consumer experience across all channels
2. Understand that channel performance metrics are often misleading and  not indicative of self-service success
3. Upstream and downstream channel interactions may tell us more about the root cause of self-service failure than the Web or IVR itself
4. Marrying customer behavior analytics with customer segmentation data gives a rich multidimensional view that enables organizations to truly make customer-centric decisions
5. Siloed analytics leads to isolated decisions, a less-than-optimum customer experience at a broad level, and broken self service experiences for both the customer and the organization.

Read the entire article here.