Technology also empowers the customer. With technology, the customer can get what is needed from the company. Self-checkout lines have become popular in retail outlets. The customer goes into the store to get what is needed and can check out without interacting with the company's associates. The customer is satisfied because he or she can quickly get exactly what is needed, purchase and pay for the item without a long wait. The customer may also choose not to self-checkout and prefer to use a cashier line. This, again, increases customer service because he or she has an option. The customer has control over how he or she interacts with the organization. Look to see what the company can allow the customers to access themselves. When evaluating, be prepared to change or completely eliminate some processes. Simplify the processes to make it easier for the customer.

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