"No, I don’t want to call you on the telephone. It’s nothing personal – you’re probably pretty awesome. As a consumer, though, I pretty much avoid doing business with companies where I can’t help myself in some form or fashion. I like to request things and schedule them and get status updates and even seek technical assistance by myself, online, with minimal human interaction. Apparently, I’m not alone. 72% of customers prefer to use self-service support rather than phone or email support, according to Forrester. The catch? We don’t just want self-service, we want good self-service."