A new report has found that more people are looking for self-service options to find help with their products and services but many companies' online support and documentation is not able to handle the task. This can create problems for companies offering support and frustration for customers who simple want to find simple solutions for simple problems online. Steve Walker welcomes Gal Oron, CEO of Zoomin, a software company that helps global enterprises turn their documentation into a mission-critical asset that supports every part of the customer journey, for a discussion on why companies should offer self-service options.