The past decade has witnessed a rapid growth in self service that allows consumers to take on the traditional role of a service worker in the provision of a service. Self service has long existed—think of placing a call by dialing a telephone instead of using a telephone operator or pressing a button in an elevator instead of using an elevator operator—but its importance has grown as advances in information technology (IT) have created many opportunities to leverage self-service technology for large gains in efficiency and convenience. Using computer kiosks, airline travelers check in to their flights; on the Internet, consumers purchase products without ever speaking to a sales agent; and, using a mobile phone, customers check their bank balances and transfer funds. Self-service technology continues to become more efficient and more convenient, and, as a result, increasingly organizations, including businesses, non-profits and governments, are using self-service technology to operate more productively and to better serve their customers.
Self-service technology has already transformed entire industries, from ATMs in banking to e-commerce in the travel industry, resulting in significant savings for businesses which are passed on to consumers in the form of lower prices and better service. However, even though self-service technology has generated a wide range of benefits and savings for consumers, businesses, and government, it is only the beginning. Over at least the next decade, self-service technology has the potential to be a major force for growth in productivity and improvements in quality of life. We estimate that if self-service technology were more widely deploy