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Self-service is a key strategy for businesses that seek strong relationships with their customers. With the ubiquity of the Web, many customers now expect to find online self-service options that let them help themselves to information when they want or need an alternative to conventional service channels. Customers also expect highly personalized applications that let them check the status of orders, place new orders, and research products.

Beyond the obvious benefits of making customers happier, Web self-service can also help wholesale distributors achieve greater efficiency and lower customer-service costs by reducing call-center activity that requires manual handling and routing. Additionally, Web-based self-service takes advantage of a company’s existing data repositories, as well as documentation, such as frequently asked questions (FAQs). And when customer self-service is integrated with other functions and departments, such as billing or shipping, companies can streamline operations and dramatically reduce costs.