How can businesses strike a balance between offering a wide range of self-service options for customers while ensuring each option is consistently user-friendly and intuitive?

Businesses can strike a balance by conducting regular usability testing to gather feedback on the self-service options from customers. They can also invest in user experience design to ensure that each option is intuitive and easy to navigate. Providing clear instructions and tutorials can also help customers understand how to use the self-service options effectively. Finally, businesses can offer multiple channels for customer support in case users encounter any difficulties with the self-service options.