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Michael Schrage wrote a great piece yesterday in the Harvard Business Review on the neglected truth about customer self-service. Schrage writes that there is a difference between self-service and self-support. Self-service he notes, centers on outcomes that a customer expects or anticipates when trying to solve a task or problem on their own. But self-support, the forgotten (or neglected) piece of the puzzle, he defines as what occurs during the interaction that is not supposed to happen....
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