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Customers have always been thrilled by the ability to self-serve. That joy has become an expectation as more than 90% of consumers say they expect a brand to provide some form of self-service. To be distinguished, simply having a self-service option is not enough. You need to back your offerings with an accurate knowledge management system. As you evaluate your options for potential customer self-service options, it is critical to have a clearly defined list of what is important to you.