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The Natural Shift from Self
Service Technology to Visual
Connectivity
Part I
The Evolution, Promised Benefits and
Poor Strategy of Self Service Technology

Customer Service. Simplified.

www.jacada.com
The Natural Shift from Self Service Technology to Visual Connectivity

Table of Contents
Section A: The Evolution of Self Service Technologies

3

Speech Synthesis, Talking Robots, Touchscreens and DTMF

3

Automated Attendant to Voice Response Units to Interactive Voice Response

4

Evolution to Interactive Voice Response (IVRs)

4

Development of Speech Recognition and IVRs

5

The Future of Touchscreen Interfaces

5

Section B: Why Self-Service Didn’t Always Deliver on the Promised Benefits

6

The Promise of Self-Service

6

Why Customers Get Frustrated With Push-Button Phone IVRs

7

Summary: How The Wrong Strategy Can Result in IVR Customers Frustration

www.jacada.com

9

2
The Natural Shift from Self Service Technology to Visual Connectivity

NOTE: A timeline of the evolution of self-service can be seen at the boarder of the paper. It gives a historical
perspective of the progression of how self-service has transformed over the last 125 years. Highlighted are
various inventions that have driven innovation, developed the technological innovations and lead us to where
we are today.1, 2

Section A: The Evolution of Self Service
Technologies
Self-service technologies are interfaces that replace the person-to-person interactions with technology.
The intention was to make service transactions more convenient, faster and provide higher customer
satisfaction. But its taken over 125 years to get to customer-centric technological advances that deliver
great customer experience and save companies money.
Speech Synthesis, Talking Robots, Touchscreens and DTMF
At New York’s World's Fair on April 30th, 1939, with 206,000 people in attendance, President Franklin D.
Roosevelt gave an opening day address. His speech described the technological innovations featured in
the parade. That speech was not only broadcasted over radio, but also televised.
The World’s Fair featured Elektro, a robot created by Westinghouse with a voice created from Bell Telephone
Laboratory’s Voder Machine. The Voder, Figure 1, was the first attempt to synthesize human speech by
breaking it down into its component sounds and reproducing them electronically. Bell engineer’s later
came up with the first robot voice in the 1960’s, which gave way innovations in computer “speech” and
laying the ground work for voice recognition of today. Voice recognition, which encodes the human voice
into digitized information, was a key component needed to develop modern day IVRs.
Another key component of IVRs, revealed in 1963, was the DTMF (Dual Tone Multi-Frequency) signal.
The first touch-tone phones used DTMF (dial tones) to route customers interactions without a human
operator. Prior to this, answering, connecting and transferring customers to the right person or choice
required a switchboard operator.

1876

1877

1st regular telephone
line from Boston to
Somerville MA
1st telephones were 1st switchboard was
rented in pairs
set-up in Boston
1st bi-directional
transmission of
clear speech

www.jacada.com

1880

1882

1880's

1888

47,900
Telephones
in the US

1st patent for
a telephone
switchboard

1st Vending
Machines for
postcards in
London

Sears Catalogadvertises watches and
jewelry
1st automatic telephone exchange
replacing manual switchboards

3
The Natural Shift from Self Service Technology to Visual Connectivity

The Original, 1939, Voder Machine

The 1967 first ever touch screen,
Invented by E.A.Johnson of the Royal Radar
Establishment in the UK.

Figure 1: The 1939 Voder Machine and the 1967 First Touchscreen

Automated Attendant to Voice Response Units to Interactive Voice Response
The Automated Attendant (AA) technology allowed callers to be automatically transferred to an extension
without a switchboard operator / receptionist or customer service agent. Along with an AA, a Voice
Response Unit (VRU) gave customers menu options, and companies scripting tools. Those scripting tool
were used to direct callers to a specific queue or provide them with information, with minimal interaction
by the company, reducing the cost per interaction.
Evolution to Interactive Voice Response (IVRs)
Interactive Voice Response (IVRs) integrated enterprise information systems with the ability to interact
with callers to customize questions and responses. As speech recognition improved, some companies
began to use it as part of their IVR application. However, adding voice recognition to an IVR was not a
simple enhancement.
Many companies discovered that they could not just take their touch-tone, IVR application and convert it to
speech. This was in part because voice recognition systems offered the ability to create a conversational IVR
application. A conversational IVR application is vastly different from a simple “ Press 1 for… “ application.
In addition, the use of IVRs evolved beyond just routing customers without human interaction. For instance,
customers could use the IVR to pay-by-phone, via debit or credit cards. This evolution increased the benefits
of an IVR from just reducing agent-assisted calls to driving revenue and cash flow for the company.
1892

1894

1905

1915

1937-1939

1939

Phone Service
was established
between New
York and
Chicago

1st batteryoperated
switchboard

Self-Service
Gap Pumpsin St. Louis,
Missouri

Transcontinental
telephone service
by overhead wire
was inaugurated

Elektro- the
robot built by
Westinghouse,
could walk by
voice command
& speak ~700
words using a
Voder Machine

Voder Machine - the
first attempt to
synthesize human
speech by breaking
it down into its
component sounds
and reproducing them
electronically

www.jacada.com

4
The Natural Shift from Self Service Technology to Visual Connectivity

Development of Speech Recognition and IVRs
Companies next began to offer both speech and touch-tone IVRs concurrently. Companies were interested
because of the potential benefits it promised. But customer adoption only happened if the application
was strategically designed correctly and the speech recognition engines could interpret a wide range
of customer’s requests, accents, speech patterns, etc… Unfortunately when some companies combined
speech recognition and IVRs, especially in a mobile world, the results were costly and only partially effective
in delivering on the promised benefits and cost reductions.
The Future of Touchscreen Interfaces
Today it’s difficult to imagine life without a smartphone or tablets without a touchscreen. Touchscreen
technology first appeared in the tech world in 1965, nearly 30 years after the Voder, Figure 1. 1971 marked
the release of the University of Illinois's PLATO IV, Figure 2. It was one of the first touchscreen computer
used in a classroom. It allowed students to touch the screen to answer question.3
The inclusion of touchscreens in Star Trek: The Next Generation in 1987, paralleled the advancements in
the technology. 1993 marked two important developments in touchscreens. One was the first touchscreen
phone, the Simon Personal Communicator was launched by IBM and BellSouth. And the second was
Apple’s touch-capable Newton PDA.3 In Today, touchscreens are everywhere: homes, cars, restaurants,
stores, planes… And its time for companies to use them to improve their customer experience strategy.

Figure 2.
1965 technology allowing students to answer questions by touching the screen

1941

1946

1947

1st touch-tone phone
using tones

Credit Cards“Charge-It” was
introduced. The $1
Buckaroo Buffet
was established

Beginnings of
cellular phones;
AT&T proposed
the FCC allocate
radio frequencies
for widespread
mobile phone
usage

www.jacada.com

1962

1963

Bell developed a
1st touch tone
new way to dial phones – mobile
area codes using car phone model
DTMF
introduced

1965
Touch screens
were developed

5
The Natural Shift from Self Service Technology to Visual Connectivity

Section B: Why Self-Service Didn’t Always
Deliver on the Promised Benefits
In 2007 IBM conducted a study on self-service applications: 69% of customers said they experienced technical
difficulties with self-service.4 Jump forward in time and not much has changed with respect to customer
satisfaction and self-service. A 2011 study on customer perceptions of Interactive Voice Response (IVR) Systems
found that 83% of customers still feel IVR systems provide either no benefit at all or –only a cost savings benefit
to the company.5 This same study also found that the majority of consumers (67%) still prefer live-agent service.
That presents a problem to companies, because agent-assisted service is the most costly option of service.
The Promise of Self-Service
When self-service was created, it promised many benefits. Most companies added an IVR because they wanted to:
•	 Offer a user-friendly, practical, self-service channel to customers to lower inbound, agent-assisted call volume
•	 Improve call center efficiency and capacity and free-up Customer Service agents to tackle calls that couldn’t
be solved through the IVR system
•	 Lower average handling time & minimize holding time for calls that do make it to the call center
•	 Drive more accurate routing, directing the customer to the right agent, the first time
•	 Reduce costs; downsize telephony, training costs and agent frustration, stress and hence attrition.

1967

1968

ATM’s
Touch
Screen UI

Donald Wetzel
created the
idea of the
ATM network

www.jacada.com

1970

1971

1st cordless Southwest
phones
Airlines
introduces
the ability
of the
passenger
to pick their
own seats

1977

1982

1986

HP introduced a
programmable
computer that
fits on top of
a desk

Internet protocol
suite was
standardized

QVC –allowed
customers to
shop from home
FCC granted the
frequency range of 4749 MHz for cordless
phones

6
The Natural Shift from Self Service Technology to Visual Connectivity

Why Customers Get Frustrated With Push-Button Phone IVRs
Typically a customer would call the company’s 1-800 number and the IVR recording would say something
like, “Thank you for calling TravelSpot. Please listen carefully as our menu options have recently changed.
•	 Press 1 for English
•	 Press 2 for Spanish
•	 Press 1 for Reservations
•	 Press 1 if this is for an existing reservation
•	 Press 2 to make a new reservation
•	 Press 1 for a car
•	 Press 2 for a hotel
•	 Press 3 for a flight
•	 Press 2 to Billing
•	 Press 3 for Travel Insurance
•	 Press 5 to make changes to your account
•	 Press 6 for cancellations
•	 Press 7 to check your flight status
•	 Press 8 to change your address on your account
•	 Press 9 to hear this list again
•	 Press 0 to reach an customer service representative.”
While meaning well, these lengthy call menus required customers to remember which button corresponded
to the service they needed. Sometimes customers would try and listen to the IVR list again. Still unsure of
which option to choose, they’d opted to talk to a Customer Service (“zero-out.”) And even when customers
spent a long time listening and navigating the IVR maze, the system sometimes randomly disconnected
them. In other cases, customers would just hang-up on the company because of sheer frustration. All of
this defeated the point of self-service.
Often only best-in-class companies tested their IVRs to validate the scripting, the prompts, and confirm
that the menu options offered were helpful to customers and didn’t result in customers opting to speak to
an agent. So, while initially designed to reduce call length, if the customer experience wasn’t as helpful,
IVRs did not always result in lowering agent-related interaction costs. And even today, with agent salaries
being one of the largest costs in a contact center, this is still an issue.

1987

1990

1993

Star Trek debuted
touchscreens and
voice recognition

Frequency
range of 900
MHz for cordless
phones

Bellsouth introduces
the mobile phone with a
calendar, address book,
email and more

www.jacada.com

1994

1995

1996

1999

Amazon

eBay

AOL

Napster

1st digital,
cordless
phones

Alaska
Airlines
offers
online
check-in

7
The Natural Shift from Self Service Technology to Visual Connectivity

Investing in the best IVR technology is only part of the solution. IVR systems need to be simple and userfriendly so that customers will choose its self-service over live agents. Many companies are still in search of
a good way to take their current IVR and improve it to get the value from technology-assisted self-service
or replace it with something that delivers on the promise.
In the following parts to this series we will explore Visual IVR which is the latest technological advancement
designed to address such requirements.

2000

2001

2002

2003

2011

2013

Microsoft
Tablet

iTunes
allowed customers to
purchase individual
songs online

RedBox
Introduced
DVD kiosks

Web UIs and
visual technologies
such as HMTL 5
lead to multitouch devices

Mobile
Payments

Jacada
Introduces the
Visual IVR

www.jacada.com

8
The Natural Shift from Self Service Technology to Visual Connectivity

Summary: How The Wrong Strategy Can
Result in IVR Customers Frustration
For an IVR to deliver on its promise, it may not be just the technology causing customer frustration. Often
technology, whether it is self-service or otherwise, is implemented from the company’s point of view. It’s
very important to not only to take inventory of the technology and its capabilities you have today. But
it’s also important, prior to buying and implementing more technology, to do day-in-the-life-of-yourcustomer’s journey studies to know if the current technology is delivering on its promise and “What would
be better if...” from the customer’s point of view. What companies most often find is that the strategy to
deploy the technology needs to be more customer-focused, as are the technology choices themselves.
Continue reading section II and III of this series to learn more about consumer behavior and expectations
today and how technologies like Visual IVR bridge the gap between self service and connecting to the call
center by providing the option to bypass the traditional IVR experience.

Next in this Series:
Part II: Social Media, Generational Customer Experience Preferences
and the Millenials
The Natural Shift from Self
Service Technology to Visual
Connectivity
Part II
Social Media, Generational Customer
Experience Preferences, and the Millennials

Customer Service. Simplified.

Refrences
1.	 Study of Airport Self-Service Technology, IJCSI International Journal of Computer Science Issues, Vol. 7, Issue 3, No 1, May 2010
2.	 Self Service Technology in Airports And the Customer Experience, University of Nevada, Las Vegas
3.	 The past, present and future of touch, ars-technica, April 2013
4.	 IBM Self Service Survey
5.	 Consumer Perception of IVRs Survey, 2011, Interactions

www.jacada.com

© 2014 Jacada. All right reserved.

9

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Evolution of Self-Service Technologies - Part 1

  • 1. The Natural Shift from Self Service Technology to Visual Connectivity Part I The Evolution, Promised Benefits and Poor Strategy of Self Service Technology Customer Service. Simplified. www.jacada.com
  • 2. The Natural Shift from Self Service Technology to Visual Connectivity Table of Contents Section A: The Evolution of Self Service Technologies 3 Speech Synthesis, Talking Robots, Touchscreens and DTMF 3 Automated Attendant to Voice Response Units to Interactive Voice Response 4 Evolution to Interactive Voice Response (IVRs) 4 Development of Speech Recognition and IVRs 5 The Future of Touchscreen Interfaces 5 Section B: Why Self-Service Didn’t Always Deliver on the Promised Benefits 6 The Promise of Self-Service 6 Why Customers Get Frustrated With Push-Button Phone IVRs 7 Summary: How The Wrong Strategy Can Result in IVR Customers Frustration www.jacada.com 9 2
  • 3. The Natural Shift from Self Service Technology to Visual Connectivity NOTE: A timeline of the evolution of self-service can be seen at the boarder of the paper. It gives a historical perspective of the progression of how self-service has transformed over the last 125 years. Highlighted are various inventions that have driven innovation, developed the technological innovations and lead us to where we are today.1, 2 Section A: The Evolution of Self Service Technologies Self-service technologies are interfaces that replace the person-to-person interactions with technology. The intention was to make service transactions more convenient, faster and provide higher customer satisfaction. But its taken over 125 years to get to customer-centric technological advances that deliver great customer experience and save companies money. Speech Synthesis, Talking Robots, Touchscreens and DTMF At New York’s World's Fair on April 30th, 1939, with 206,000 people in attendance, President Franklin D. Roosevelt gave an opening day address. His speech described the technological innovations featured in the parade. That speech was not only broadcasted over radio, but also televised. The World’s Fair featured Elektro, a robot created by Westinghouse with a voice created from Bell Telephone Laboratory’s Voder Machine. The Voder, Figure 1, was the first attempt to synthesize human speech by breaking it down into its component sounds and reproducing them electronically. Bell engineer’s later came up with the first robot voice in the 1960’s, which gave way innovations in computer “speech” and laying the ground work for voice recognition of today. Voice recognition, which encodes the human voice into digitized information, was a key component needed to develop modern day IVRs. Another key component of IVRs, revealed in 1963, was the DTMF (Dual Tone Multi-Frequency) signal. The first touch-tone phones used DTMF (dial tones) to route customers interactions without a human operator. Prior to this, answering, connecting and transferring customers to the right person or choice required a switchboard operator. 1876 1877 1st regular telephone line from Boston to Somerville MA 1st telephones were 1st switchboard was rented in pairs set-up in Boston 1st bi-directional transmission of clear speech www.jacada.com 1880 1882 1880's 1888 47,900 Telephones in the US 1st patent for a telephone switchboard 1st Vending Machines for postcards in London Sears Catalogadvertises watches and jewelry 1st automatic telephone exchange replacing manual switchboards 3
  • 4. The Natural Shift from Self Service Technology to Visual Connectivity The Original, 1939, Voder Machine The 1967 first ever touch screen, Invented by E.A.Johnson of the Royal Radar Establishment in the UK. Figure 1: The 1939 Voder Machine and the 1967 First Touchscreen Automated Attendant to Voice Response Units to Interactive Voice Response The Automated Attendant (AA) technology allowed callers to be automatically transferred to an extension without a switchboard operator / receptionist or customer service agent. Along with an AA, a Voice Response Unit (VRU) gave customers menu options, and companies scripting tools. Those scripting tool were used to direct callers to a specific queue or provide them with information, with minimal interaction by the company, reducing the cost per interaction. Evolution to Interactive Voice Response (IVRs) Interactive Voice Response (IVRs) integrated enterprise information systems with the ability to interact with callers to customize questions and responses. As speech recognition improved, some companies began to use it as part of their IVR application. However, adding voice recognition to an IVR was not a simple enhancement. Many companies discovered that they could not just take their touch-tone, IVR application and convert it to speech. This was in part because voice recognition systems offered the ability to create a conversational IVR application. A conversational IVR application is vastly different from a simple “ Press 1 for… “ application. In addition, the use of IVRs evolved beyond just routing customers without human interaction. For instance, customers could use the IVR to pay-by-phone, via debit or credit cards. This evolution increased the benefits of an IVR from just reducing agent-assisted calls to driving revenue and cash flow for the company. 1892 1894 1905 1915 1937-1939 1939 Phone Service was established between New York and Chicago 1st batteryoperated switchboard Self-Service Gap Pumpsin St. Louis, Missouri Transcontinental telephone service by overhead wire was inaugurated Elektro- the robot built by Westinghouse, could walk by voice command & speak ~700 words using a Voder Machine Voder Machine - the first attempt to synthesize human speech by breaking it down into its component sounds and reproducing them electronically www.jacada.com 4
  • 5. The Natural Shift from Self Service Technology to Visual Connectivity Development of Speech Recognition and IVRs Companies next began to offer both speech and touch-tone IVRs concurrently. Companies were interested because of the potential benefits it promised. But customer adoption only happened if the application was strategically designed correctly and the speech recognition engines could interpret a wide range of customer’s requests, accents, speech patterns, etc… Unfortunately when some companies combined speech recognition and IVRs, especially in a mobile world, the results were costly and only partially effective in delivering on the promised benefits and cost reductions. The Future of Touchscreen Interfaces Today it’s difficult to imagine life without a smartphone or tablets without a touchscreen. Touchscreen technology first appeared in the tech world in 1965, nearly 30 years after the Voder, Figure 1. 1971 marked the release of the University of Illinois's PLATO IV, Figure 2. It was one of the first touchscreen computer used in a classroom. It allowed students to touch the screen to answer question.3 The inclusion of touchscreens in Star Trek: The Next Generation in 1987, paralleled the advancements in the technology. 1993 marked two important developments in touchscreens. One was the first touchscreen phone, the Simon Personal Communicator was launched by IBM and BellSouth. And the second was Apple’s touch-capable Newton PDA.3 In Today, touchscreens are everywhere: homes, cars, restaurants, stores, planes… And its time for companies to use them to improve their customer experience strategy. Figure 2. 1965 technology allowing students to answer questions by touching the screen 1941 1946 1947 1st touch-tone phone using tones Credit Cards“Charge-It” was introduced. The $1 Buckaroo Buffet was established Beginnings of cellular phones; AT&T proposed the FCC allocate radio frequencies for widespread mobile phone usage www.jacada.com 1962 1963 Bell developed a 1st touch tone new way to dial phones – mobile area codes using car phone model DTMF introduced 1965 Touch screens were developed 5
  • 6. The Natural Shift from Self Service Technology to Visual Connectivity Section B: Why Self-Service Didn’t Always Deliver on the Promised Benefits In 2007 IBM conducted a study on self-service applications: 69% of customers said they experienced technical difficulties with self-service.4 Jump forward in time and not much has changed with respect to customer satisfaction and self-service. A 2011 study on customer perceptions of Interactive Voice Response (IVR) Systems found that 83% of customers still feel IVR systems provide either no benefit at all or –only a cost savings benefit to the company.5 This same study also found that the majority of consumers (67%) still prefer live-agent service. That presents a problem to companies, because agent-assisted service is the most costly option of service. The Promise of Self-Service When self-service was created, it promised many benefits. Most companies added an IVR because they wanted to: • Offer a user-friendly, practical, self-service channel to customers to lower inbound, agent-assisted call volume • Improve call center efficiency and capacity and free-up Customer Service agents to tackle calls that couldn’t be solved through the IVR system • Lower average handling time & minimize holding time for calls that do make it to the call center • Drive more accurate routing, directing the customer to the right agent, the first time • Reduce costs; downsize telephony, training costs and agent frustration, stress and hence attrition. 1967 1968 ATM’s Touch Screen UI Donald Wetzel created the idea of the ATM network www.jacada.com 1970 1971 1st cordless Southwest phones Airlines introduces the ability of the passenger to pick their own seats 1977 1982 1986 HP introduced a programmable computer that fits on top of a desk Internet protocol suite was standardized QVC –allowed customers to shop from home FCC granted the frequency range of 4749 MHz for cordless phones 6
  • 7. The Natural Shift from Self Service Technology to Visual Connectivity Why Customers Get Frustrated With Push-Button Phone IVRs Typically a customer would call the company’s 1-800 number and the IVR recording would say something like, “Thank you for calling TravelSpot. Please listen carefully as our menu options have recently changed. • Press 1 for English • Press 2 for Spanish • Press 1 for Reservations • Press 1 if this is for an existing reservation • Press 2 to make a new reservation • Press 1 for a car • Press 2 for a hotel • Press 3 for a flight • Press 2 to Billing • Press 3 for Travel Insurance • Press 5 to make changes to your account • Press 6 for cancellations • Press 7 to check your flight status • Press 8 to change your address on your account • Press 9 to hear this list again • Press 0 to reach an customer service representative.” While meaning well, these lengthy call menus required customers to remember which button corresponded to the service they needed. Sometimes customers would try and listen to the IVR list again. Still unsure of which option to choose, they’d opted to talk to a Customer Service (“zero-out.”) And even when customers spent a long time listening and navigating the IVR maze, the system sometimes randomly disconnected them. In other cases, customers would just hang-up on the company because of sheer frustration. All of this defeated the point of self-service. Often only best-in-class companies tested their IVRs to validate the scripting, the prompts, and confirm that the menu options offered were helpful to customers and didn’t result in customers opting to speak to an agent. So, while initially designed to reduce call length, if the customer experience wasn’t as helpful, IVRs did not always result in lowering agent-related interaction costs. And even today, with agent salaries being one of the largest costs in a contact center, this is still an issue. 1987 1990 1993 Star Trek debuted touchscreens and voice recognition Frequency range of 900 MHz for cordless phones Bellsouth introduces the mobile phone with a calendar, address book, email and more www.jacada.com 1994 1995 1996 1999 Amazon eBay AOL Napster 1st digital, cordless phones Alaska Airlines offers online check-in 7
  • 8. The Natural Shift from Self Service Technology to Visual Connectivity Investing in the best IVR technology is only part of the solution. IVR systems need to be simple and userfriendly so that customers will choose its self-service over live agents. Many companies are still in search of a good way to take their current IVR and improve it to get the value from technology-assisted self-service or replace it with something that delivers on the promise. In the following parts to this series we will explore Visual IVR which is the latest technological advancement designed to address such requirements. 2000 2001 2002 2003 2011 2013 Microsoft Tablet iTunes allowed customers to purchase individual songs online RedBox Introduced DVD kiosks Web UIs and visual technologies such as HMTL 5 lead to multitouch devices Mobile Payments Jacada Introduces the Visual IVR www.jacada.com 8
  • 9. The Natural Shift from Self Service Technology to Visual Connectivity Summary: How The Wrong Strategy Can Result in IVR Customers Frustration For an IVR to deliver on its promise, it may not be just the technology causing customer frustration. Often technology, whether it is self-service or otherwise, is implemented from the company’s point of view. It’s very important to not only to take inventory of the technology and its capabilities you have today. But it’s also important, prior to buying and implementing more technology, to do day-in-the-life-of-yourcustomer’s journey studies to know if the current technology is delivering on its promise and “What would be better if...” from the customer’s point of view. What companies most often find is that the strategy to deploy the technology needs to be more customer-focused, as are the technology choices themselves. Continue reading section II and III of this series to learn more about consumer behavior and expectations today and how technologies like Visual IVR bridge the gap between self service and connecting to the call center by providing the option to bypass the traditional IVR experience. Next in this Series: Part II: Social Media, Generational Customer Experience Preferences and the Millenials The Natural Shift from Self Service Technology to Visual Connectivity Part II Social Media, Generational Customer Experience Preferences, and the Millennials Customer Service. Simplified. Refrences 1. Study of Airport Self-Service Technology, IJCSI International Journal of Computer Science Issues, Vol. 7, Issue 3, No 1, May 2010 2. Self Service Technology in Airports And the Customer Experience, University of Nevada, Las Vegas 3. The past, present and future of touch, ars-technica, April 2013 4. IBM Self Service Survey 5. Consumer Perception of IVRs Survey, 2011, Interactions www.jacada.com © 2014 Jacada. All right reserved. 9