In the beginning, Corporate America created a concept known as full-service, and it was good. The epitome of full-service is gasoline marketing, where a service station attendant rolled out the red carpet to customers, who could expect to have their tank filled, windshield cleaned, oil and tires checked and the transaction processed-all without unbuckling their seat belts.

Full-service treatment represented the pinnacle of all things service-oriented. That is until a concept known as self-service was created. Full-service may have been good for both consumers and businesses, but in the end self-service is even better.

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