There would have been a time, not that long ago, where if a company told a client “do it yourself”, that company would no longer have that client. But slowly overtime there has been a shift in the role of the client and their involvement in the delivery of services. We saw it with the demise of the petrol pump attendant (although the UK have revived them for a short time), the introduction of ATMs, and more recently the supermarket checkout. Most predominantly customer self-service can be found on the internet. It appears customer self-service is a lot of work voluntarily taken on by the client. So why do clients love self-service?