User Experience Best Practices for Web Self-Service

The paper presents a series of customer-centric recommendations to help to deliver a world-class customer experience by ensuring that the Web Self-Service (WSS) offering is performing to its highest potential. The authors have seen a number of patterns arise; a second purpose of this paper is to help one to avoid common mistakes that might seem like a good idea at the time but are more complicated than they first appear. The authors encourage thinking about WSS in terms of a long-term sustainable commitment to the customers achieved through continuous refinement and improvement.