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It is always a better feeling to be able to ask a question to someone human who may answer the query that very instant or will get back to you with an answer, than trying to look for an answer that will be generic and not specific to the customers question.
If the customers are preferring self help online services, then probably because they either had a bad experience before with customer service, or they dont want to go through the whole process of navigating through the automated phone system before they get a live agent on the call. Because most companies have an automated phone system before you get the right agent that you need, like press1 for cust service,2 for billing,3 for tech support, and so on and so forth, then it never ends, sometimes it loops you back to the same options, so the customer service experience is not only dependent on the live human/agent, it is also being affected by the robot or the automated phone service.
