The wrong way to define “Client Self-Serve”

Standard

This afternoon I received a call from a business associate who was inquiring about a project which I am leading. The topic of discussion was “Client Self-Serve” and they went on to try to convince me that if a client can self-serve the task via online / mobile, it shouldn’t matter if behind the scene the fulfillment process is completed manually by people.

The shocking part of this 30 minute impromptu phone conversation was that a lot of people who think this is acceptable. This to me is the veneer you put on something to make it new and shiny, without really taking the time to clean and polish what you started with.

This is the type of thinking which needs altering from organizations who really want to bring digital and mobile capabilities and become a “digital organization.”