Lesson 3Become Web-savvyCall centers are expensive propositions for every industry--between $30 and $75 per call, depending on its complexity. The Internet promised a way to reduce those costs by offering customers a self-service model. Unfortunately, it's a model that hasn't quite worked out as planned."I think the idea was that companies could drive people to the Web to buy products and services and have their customer care needs handled," says Michael Hefler, CEO of WhisperWire. "What those companies have learned, though, is that all the needs of all the customers cannot be handled online, and the dream that everyone would be self-service is fading away."