In the eyes of many customers, self-service is not a compound word but rather a four-letter one. It’s not that there’s anything inherently bad about IVR or web self-service applications – it’s that there’s something bad about most contact centers’ efforts to make such apps good. Relatively few contact centers extend their quality assurance (QA) practices to self-service applications. Most centers tend to monitor and evaluate only those contacts that involve an interaction with a live agent – i.e...