Consumers, while generally desirous of good service in general, are these days increasingly willing to serve themselves. In fact, a growing number of customers are their own best store clerk, bank teller, cashier or real estate agent. With an expanding line-up of information streams – and connected devices to access them on – consumers are increasingly armed to be their own best advocates, and often like taking on the role. So how to attract the more independent consumer? Value-added services are never a bad place to start.