I wonder when I log onto a site or call a company, only to be diverted into a succession of qualifying questions en route to my true destination, whether, as the companies say, the process is designed to serve me better or is merely self-serving on the part of the company. Many banks and government agencies require at least 3 screens/levels of qualifying answers before they will give you the "magic formula" for speaking with a real person. Many are much worse. Are lower costs and greater profits the sole concerns of the organization in delivering services, or are customer access and ease of contact better routes to service?

What are you doing that puts barriers/diversions in the way of your customers and prospects reaching you and being served? Are you passionate about creating customer delight or is your objective something less?