Interactive Voice Response (IVR) solutions have been assisting companies and their customers for decades. With great strides in technological advancements, IVR solutions are now able to complete more complex calls and assist a larger number of customers all while saving money for the companies that utilize them. The natural evolution of IVR solutions has brought us to IVA – Intelligent Voice Automation. This advancement leverages the powers of Artificial Intelligence and delivers far more cognitive ability in serving callers. Either way, Voice Self-Service is still the best way to reduce costs while improving customer service. Based on our experience across all industries, we have developed a specific point-of-view on how best to use Voice Self-Service in each industry.