I would also add that Self Service capabilities need to be coupled with Cognitive & AI capabilities to automate and augment the Customer's experience...essentially creating an "Easy Button" to perform a task that typically requires the self service user to fill out a form or click the check box within a self service tool or app.

Websites as we know them today will be augmented with automated bots, VA's and other AI functionality in the near future to further support Self-Service, Self-Help.