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Self-service is important to the contact center for many reasons. For starters, most people who get in touch with your company WANT to resolve their own issue without the need for waiting to speak with a human agent. Agents would burn out quickly if they answered the same simple questions (“What are your hours?” “Where can I pay online?”) all day long. The trick is in getting the right balance of self-service and live agent help, and knowing when to deploy which process.