I am sure that you, at one time or another, have been invited back into forbidden Authorized personnel only areas of companies or government agencies. It is a wonderful feeling. You can give your customers a similar feeling. Right now, your customers call you on toll free lines. They talk to a customer service rep who is reading off of a screen.
Customers ask questions.
Your rep manipulates the keys of her computer and reads the resulting information. It costs you money for the phone call and for the time of the rep. With the web, all this changes. You give your best customers access to the very screen that the rep is reading from. They are able to get information from your archives directly by hitting the same keys that your rep hits.