Not necessarily. When it is done well, self-service can do good to both companies and customers. But when done badly—who has not found themselves trapped in a series of endless touch—tone menus? In areas where self-service is only just started, this is less of a problem: angry customers can after all, always take their business elsewhere. But if every bank were to prefer self-service systems, customers would no longer be able to express their discount by voting with their feet. As a result, some banks, for example, already promise that their telephone-banking services always offer the choice of talking to a human operator. But in return for human service, many companies will simply charge more.