How can businesses ensure that their self-service options are continuously improving and evolving to meet the changing needs and expectations of customers in the digital age?

Businesses can ensure that their self-service options are continuously improving and evolving by regularly gathering feedback from customers to understand their changing needs and expectations. They can also invest in technology and data analytics to track customer behavior and identify areas for improvement. Additionally, businesses should prioritize user experience design to make self-service options intuitive and user-friendly. Finally, ongoing training and development for employees can help ensure that customers receive consistent and high-quality support through self-service channels.