Web self-service is key to bringing down costs in the call center. Merely offering it, however, won't get customers using it. Web self service needs to be as easy from a desktop as it is on the go via handset or tablet.
An organization's productivity can be dramatically reduced by responding to the same questions over and over again each day via phone, email and other customer service channels. Customer service call 1: "I can't remember my login." Customer service call 2: "I can't seem to remember my login."