The goal was to deliver consistent information and customer support via phone, email, Web and retail store channels.

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Her responsibilities were broader than the average CIO, as well, as over time her role expanded and she oversaw innovation, gaming, IT application development, infrastructure, security, support for customer facing systems, all company web sites, as well as key initiatives to develop new technical capabilities for the Total Rewards loyalty program.

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From my experience, there are a few good ways to do that: make online self-service links prominent on your website and always offer them anywhere you provide your customer support number, integrate online help throughout key processes, promote Web and self-service resources in telephone hold messages, let call center agents notify customers of self-service options, and reply to email questions with the link to self-service content to re-enforce self-service availability.

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First, the Web tools allow him to save money and time by spreading customer-support duties among all 30 employees.

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