&8226;Read the article below about web serf-service. &8226;Choose the best sentence from the opposite page to fill each of the gaps. &8226;For each gap 8-12, mark one letter (A-G) on your Answer Sheet. &8226;Do not use any letter more than once. Web self-service Many of today's e-business systems revolve around the concept of self-service applications. Serf-service is a web-based experience that's rich and concise enough to bring the user through to the logical end of a process or transaction without direct human assistance. In addition, self-service systems comprise voice-based customer response systems. These systems are increasingly integrated and complementary to web-based experiences. Because the Internet is a multimedia environment, we have the opportunity to change the way companies and customers interact. By building systems that allow us to identify the transaction, the data, the people, the service and the results, it's easy to see how self-determination is possible with a computer. For example, we can provide the ATM, the research, the bank teller, the investment portfolio, and the impact on our retirement plan all in one environment. (8) We can service ourselves, gaining advice and recommendations based on how to make, then execute, a decision. To fully understand the importance of serf-service, let's first re-establish some principles that have recently fallen out of favor. The meltdown of many dot-coins has caused some brick-and-mortar firms to reinforce their positions regarding people-intensive systems, rather than investing in serf-service. (9) Forget that notion. In reality, self-service is a strategy and technology that's not going away. It's going to become very large, and new and renewed companies will embrace it in a big way. The goal is to carefully select where to use self-service applications and techniques. (10) Instead, many bland and ineffective experiences involving human interaction can be simplified and dramatically improved by the use of a self-service application. To figure out where self-service can be best applied, look at the partnerships your organization has, whether they're with employees, customers, or suppliers. For example, serf-service can help you improve the way employees gather and re-use information, or enable mom sophisticated distribution channels. Self-service has already been used in many ways for distribution and support applications. It improves the quality of service for applications that are repeatable and have defined procedures. And it also allows the volume of service to scale without adding large numbers of incremental staff. Those two goals alone should place serf-service high on your organization's list of priorities. (11) But some companies have reversed that trend by realizing there's no way for them to scale or provide necessary service to partners and customers without self-service at the core of the strategy. If a company seeks out self-service application opportunities early in any organizational improvement program, they will create value, codify knowledge, and improve customer service in a single stroke. (12) .