Self-service technologies, which automate routine interactions between companies and customers, are a source of convenience and efficiency to both parties — until something goes wrong and the customer cannot make the system work. Many companies should be focusing more closely on the overall customer experience, says Michael Goul, a professor of information systems and a researcher at the Center for Advancing Business Through Information Technology. Curiously, here’s a case where businesses could learn something from government! (12:32)
