The Web, says Assabi, is the most cost-effective self-help channel, because of its pervasive nature. And a lot of service industries are cottoning onto the fact that the Web brings a new dimension to customer service and servicing the supply chain.

Particularly in the travel industry, companies are looking to 'Dell' their business (i.e. go direct via the Web).

Locally, Kulula.com is an excellent example of how companies can offer Web-based self-help services, connected to various seemingly disparate systems and integrated via the Web into a single user interface.

When booking a trip on Kulula.com's Web site, travellers can book a flight, rent a car through Kulula Cars (operated by Imperial), book hotel rooms (Protea Hotels) and even book adventures such as shark cage diving or a trip to Robben Island.

'And with the wealth of overseas tourists flocking to SA's shores, more of the travel industry should look at adopting these technologies to make the process easier for local and international travellers; a massive marketing boost for SA. The Web allows for integration across all the traditional systems being used in the travel agencies such as Galileo, WorldSpan and Amadeus.' Assabi says.