Interactions shifts the focus from containment to successfully servicing the customer. If the customer is truly serviced, then there will be reduced repeat calls, reduced live agent minutes, and increased customer satisfaction. Addressing a broader and more complex range of topics positively alters the economics of customer care.

When measuring self-service success, many companies focus on containment - what percentage of calls to the IVR never went to a live agent. This is a poor measurement as the customer may have hung up on the IVR only to call right back in, partially been serviced or had a negative customer experience.