{"id":764831,"date":"2026-06-05T03:23:34","date_gmt":"2026-06-05T08:23:34","guid":{"rendered":"https:\/\/www.capgemini.com\/us-en\/?p=764831&#038;preview=true&#038;preview_id=764831"},"modified":"2026-06-05T03:23:39","modified_gmt":"2026-06-05T08:23:39","slug":"the-challenge-isnt-self-service","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/us-en\/insights\/expert-perspectives\/the-challenge-isnt-self-service\/","title":{"rendered":"The challenge isn\u2019t self service"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-blogs header-hero-blogs\"><div class=\"container\"><div class=\"hero-blogs\"><div class=\"hero-blogs-content-wrapper\"><div class=\"row\"><div class=\"col-12\"><div class=\"header-title\"><h1>The challenge isn\u2019t self service.<br><sub>It\u2019s operational design.<\/sub><\/h1><\/div><\/div><\/div><\/div><div class=\"hero-blogs-bottom\"><div class=\"header-author\"><div class=\"author-img\"><img decoding=\"async\" src=\"\/wp-content\/themes\/capgemini2025\/assets\/images\/cg-logo-white.svg?w=200&amp;quality=10\" alt=\"\" loading=\"lazy\"\/><\/div><div class=\"author-name-date\"><h5 class=\"author-name\">Capgemini<\/h5><h5 class=\"blog-date\">Apr 22, 2026<\/h5><\/div><\/div><div class=\"brand-image\"><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"grid-container\"><div class=\"col-12 col-md-2\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/?p=1215562\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/shareArticle?url=https:\/\/www.capgemini.com\/?p=1215562\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div><div class=\"article-text article-quote-text\">\n<h2 class=\"wp-block-heading\" id=\"h-across-large-customer-facing-operations-leaders-are-being-asked-to-do-two-things-at-once-serve-customers-more-personally-and-run-far-more-efficiently\">Across large customer facing operations, leaders are being asked to do two things at once: serve customers more personally and run far more efficiently. <\/h2>\n\n\n\n<p>On paper, AI seems like the answer to both. And it absolutely can be \u2013 but only when it\u2019s introduced into an operation that\u2019s ready for it.<\/p>\n\n\n\n<p>What we see over and over again is that organizations don\u2019t struggle because they lack AI tools. They struggle because those tools get layered on top of unclear processes, inconsistent workflows, a myriad of data sources, or work that no one has truly mapped.<\/p>\n\n\n\n<p>The result? Customers feel the friction, agents absorb the complexity, and leaders wonder why their investment isn\u2019t changing much.<\/p>\n\n\n\n<p>Recently, we worked with a client facing the following situation:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Wait times were climbing<\/li>\n\n\n\n<li>Call complexity was rising<\/li>\n\n\n\n<li>And hiring more agents wasn\u2019t an option<\/li>\n<\/ul>\n\n\n\n<p>Their ask was simple: <strong>to improve service and free up capacity without adding cost<\/strong>.<\/p>\n\n\n\n<p>To achieve that, we started with a fundamental truth: <strong>AI only works when the operation works<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-start-with-the-work-then-automate-with-confidence\">Start with the work \u2013 then automate with confidence<\/h3>\n\n\n\n<p>Before designing any digital solutions, we started by understanding the work itself. Which contact types were truly repeatable? Which were suited for self service? And where were customers getting stuck in ways the organization hadn\u2019t fully recognized?<\/p>\n\n\n\n<p>Using real data rather than assumptions or anecdotes, we identified the high volume, low complexity interactions that were ideal for automation. The goal was ambitious: to redirect 100,000 annual contacts into a redesigned self service experience \u2013 achievable with the right sequence.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-phase-1-stabilize-and-simplify\">Phase 1: Stabilize and simplify<\/h4>\n\n\n\n<p>We focused on making the \u201cfront door\u201d more customer friendly. That meant streamlining the highest volume pathways, clarifying what customers needed from the start, and ensuring that agents weren\u2019t tied up with work that could be handled earlier \u2013 or elsewhere \u2013 in the journey.<\/p>\n\n\n\n<p>When the entry point is stable, everything downstream becomes clearer: fewer repeat contacts, less confusion, easier routing, and better handoffs.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-phase-2-build-a-repeatable-model\">Phase 2: Build a repeatable model<\/h4>\n\n\n\n<p>With the foundation set, we scaled deliberately, adding new interaction types in controlled waves, and validating both customer experience and operational impact at every step through an agile approach.<\/p>\n\n\n\n<p>By growing in measured increments, the operation avoided the typical \u201cspike and stall\u201d pattern that affects automation programs. Because every step was grounded in real customer behavior, adoption increased naturally. Today, the initiative has already reached 70 percent of its annual target, and momentum continues to build.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-the-pattern-shows-up-everywhere\">The pattern shows up everywhere<\/h3>\n\n\n\n<p>Across industries, organizations look to AI to fix complexity, but AI doesn\u2019t resolve complexity \u2013 it amplifies it. When the foundation is shaky, automation makes it shakier. When it\u2019s strong, automation accelerates value.<\/p>\n\n\n\n<p>Two recent client examples illustrate how this plays out.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-case-study-1-creating-consistency-and-speed-for-customer-service-teams\">Case Study 1: Creating consistency and speed for customer service teams<\/h4>\n\n\n\n<p>In a large travel environment, the customer service operation had evolved over time without a unified design. Agents navigated multiple systems, knowledge was fragmented, and customer experiences varied depending on who handled the interaction. What the organization needed wasn\u2019t a single tool \u2013 it was clarity.<\/p>\n\n\n\n<p>We assessed the environment holistically:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Where were agents losing time?<\/li>\n\n\n\n<li>Which steps were duplicative or unclear?<\/li>\n\n\n\n<li>Where were customers receiving inconsistent answers?<\/li>\n\n\n\n<li>And where could intelligent capabilities genuinely improve the experience?<\/li>\n<\/ul>\n\n\n\n<p>Once we identified the biggest friction points, we designed targeted improvements combining workflow simplification, improved knowledge accessibility, and targeted agent support to guide teams more effectively.<\/p>\n\n\n\n<p>The results spoke for themselves:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Faster response times, even for newer agents<\/li>\n\n\n\n<li>More consistent customer communication<\/li>\n\n\n\n<li>Smoother handling of common inquiries<\/li>\n\n\n\n<li>Higher digital self service adoption as customers gained clarity<\/li>\n<\/ul>\n\n\n\n<p>It wasn\u2019t about introducing a single, high-profile technology. It was about applying the right tools in the right places \u2013 once the operation was stable enough to support them.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-case-study-2-simplifying-billing-journeys-by-giving-agents-clarity\">Case Study 2: Simplifying billing journeys by giving agents clarity<\/h3>\n\n\n\n<p>In another organization \u2013 a large telecommunications provider \u2013 billing inquiries accounted for a substantial share of inbound calls. The work was complex: agents navigated multiple systems, interpreted inconsistent information, and made judgment calls on credits and adjustments.<\/p>\n\n\n\n<p>Here again, the first step was understanding the work:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Which parts of the billing journey caused the most confusion?<\/li>\n\n\n\n<li>Where were decisions unclear or overly manual?<\/li>\n\n\n\n<li>Which tasks consumed the most effort?<\/li>\n<\/ul>\n\n\n\n<p>With that clarity, we designed a more streamlined flow:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Clearer rules for reviewing accounts<\/li>\n\n\n\n<li>Guided steps for identifying billing discrepancies<\/li>\n\n\n\n<li>Real time support to help agents make consistent, confident decisions<\/li>\n<\/ul>\n\n\n\n<p>By reducing navigation time and simplifying how information surfaced, agents spent less time searching and more time resolving issues. Customers felt the difference almost immediately: fewer transfers, faster answers, and a quicker path to resolution \u2013 especially in complex billing scenarios.<\/p>\n\n\n\n<p>And because the environment was first stabilized, the introduction of intelligent support acted as an amplifier rather than a workaround.<\/p>\n\n\n\n<p>The broader truth: Self service scales what it finds<\/p>\n\n\n\n<p>All these examples point to the same, recurring message:<br><strong>Self service and AI don\u2019t fix operational complexity. They scale whatever they land on.<\/strong><\/p>\n\n\n\n<p>If the work is inconsistent, automation will accelerate inconsistency.<br>If the process is confusing, customers will reach dead ends faster.<br>If the agent experience is unclear, AI will surface unclear answers.<\/p>\n\n\n\n<p>But when the underlying operation is predictable, well designed, and grounded in real customer behavior, the opposite happens:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Customers gain clarity<\/li>\n\n\n\n<li>Agents gain breathing room<\/li>\n\n\n\n<li>The business achieves the efficiency lift it was aiming for<\/li>\n<\/ul>\n\n\n\n<p>That\u2019s the real unlock: AI becomes a lever, not a band aid; a multiplier, not a patch; a path to scale, not a shortcut.<\/p>\n\n\n\n<p>At Capgemini Intelligent Customer Operations, we help organizations make it real. We build that foundation so every step toward automation is grounded, safe, and sustainable \u2013 ensuring AI accelerates what\u2019s working instead of exposing what isn\u2019t.<\/p>\n\n\n\n<p>Where in your operation are you feeling the strain \u2013 capacity, complexity, or clarity of work? We\u2019d love to hear where you\u2019re feeling it most&nbsp;\u2013&nbsp;and what\u2019s standing in the way.&nbsp;<\/p>\n\n\n\n<p><em>To learn how Capgemini\u2019s Intelligent Customer Interactions solution delivers a next-generation digital contact center service to drive a more meaningful, emotive, and frictionless relationship with your customers, contact: a<a href=\"mailto:manda.pugh@capgemini.com\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">manda.pugh@capgemini.com<\/a> and <a href=\"mailto:kevin.clough@capgemini.com\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">kevin.clough@capgemini.com<\/a><\/em><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\" section section--expert-slider wrapper-people-slider wp-block-cg-blocks-wrapper-people-slider\"><div class=\"container\"><div class=\"row\"><div class=\"content-title col-12 col-md-8\"><h2 data-maxlength=\"34\" class=\"people-heading-title\">Meet our experts<\/h2><\/div><\/div><\/div><div class=\"slider slider-boxed\"><div class=\"container\"><div class=\"slider-window\"><div class=\"slider-list\">\t\t<div class=\"slide\">\n\t\t\t<div class=\"box\">\n\t\t\t\t<div class=\"row\">\n\t\t\t\t\t<div class=\"col-md-6 col-lg-4 box-img-wrapper\">\n\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2026\/05\/Amanda-profile-pic.jpg\" alt=\"Amanda Pugh Go To Market | Business Services Intelligent Customer Operations\"\/>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"col-md-6 col-lg-8 box-inner\">\n\t\t\t\t\t\t<div class=\"row title-social-media-header\">\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 mbl-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 box-container\">\n\t\t\t\t\t\t\t\t<div class=\"box-title\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"people-profile-title\">Amanda Pugh<\/h3>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span>Go To Market | Business Services | Intelligent Customer Operations<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 social-box-container dkt-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"people-info\">Amanda is a go-to-market and transformation leader focusing on transforming enterprise customer operations. She brings hands-on experience in account leadership, service delivery, and customer experience journey mapping, complemented by certification in high-performance standards. Amanda partners with global organizations to redesign complex contact center ecosystems into AI-enabled, outcome-focused models that improve experience and operational efficiency.<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\n\n\t\t<div class=\"slide\">\n\t\t\t<div class=\"box\">\n\t\t\t\t<div class=\"row\">\n\t\t\t\t\t<div class=\"col-md-6 col-lg-4 box-img-wrapper\">\n\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2026\/05\/Kevin-Clough.png\" alt=\"Kevin Clough Contact Center Transformation Leader | Business Services Intelligent Customer Operations\"\/>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"col-md-6 col-lg-8 box-inner\">\n\t\t\t\t\t\t<div class=\"row title-social-media-header\">\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 mbl-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 box-container\">\n\t\t\t\t\t\t\t\t<div class=\"box-title\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"people-profile-title\">Kevin Clough<\/h3>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span>Contact Center Transformation Leader | Business ServicesIntelligent Customer Operations<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 social-box-container dkt-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"people-info\">Kevin Clough is the North America leader for Intelligent Contact Operations (ICO) within Project &#038; Consulting, focused on delivering end\u2011to\u2011end contact center transformation. He partners with clients to modernize customer operations using AI, digital platforms, and execution\u2011focused operating models that drive lasting business value.<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div><\/div><\/div><div class=\"slider-nav\"><button class=\"slider-prev inactive\" aria-label=\"Slider-previous\" tabindex=\"-1\"><\/button><ul class=\"slider-paginator\"><\/ul><button class=\"slider-next\" aria-label=\"Slider-next\"><\/button><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"<p>Across large customer facing operations, leaders are being asked to do two things at once: serve customers more personally and run far more efficiently.<\/p>\n","protected":false},"author":499,"featured_media":764832,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":false,"cg_dt_link_disabled":false,"_yoast_wpseo_primary_brand":"","_jetpack_memberships_contains_paid_content":false,"footnotes":"","featured_focal_points":""},"categories":[1],"tags":[],"brand":[],"service":[240],"industry":[],"partners":[],"blog-topic":[374],"content-group":[],"class_list":["post-764831","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","service-intelligent-business-operations","blog-topic-business-ops"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v22.8) - 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