Choice is a vital component of good customer service.

Customer service is a key component in every business, but one size does not fit all.  There are times when speaking with an actual human being is necessary and other times when an automated service is just fine. 

Examples: I prefer being able to pay my bills online (I refuse to write a check) and am glad I don't have to wait for a customer service representative every time I need to make a payment.  I like that I can change my wireless plan online at 1am if I so choose.  When I forget the password to one of my accounts, and find myself locked out, I am glad that I can reach a customer service rep who can get me back in.  If I didn't have all of these choices would I be as happy with the service I receive?  I don't think that I would be, and I am not alone.

Customers are used to many choices when it comes to service and it is becoming increasingly important that companies keep up with these demands - or risk loosing out on business.

"Furthermore, it is evidently possible to encourage customers to use particular channels for particular objectives, according to their needs and those of the business. The remaining challenge is to deploy channels with a degree of interconnectedness that will guarantee a consistent experience for the customer and high levels of business opportunity for the organisation."

I found a nice article published by MyCustomer.com that discusses the increasing importance of offering customers multiple customer services channels as well as the benefits of doing so. 

-Brianna