What role do you see as the most important that the employee and customers assume?

Read the article, “Service Encounter 2.0″: An
investigation into the roles of technology, employees and customers” by
Bart Larivière , David Bowen, Tor W. Andreassen, Werner Kunz, Nancy J.
Sirianni, Chris Voss, Nancy V.Wünderlich , and Arne De Keyser. How has
technology changed the service encounter with these three key roles: (1)
augmentation of service employees, (2) substitution of service employees, and
(3) network facilitation technology? Based on the article, the four transformed
roles for employees (and customers) as an Enabler, Innovator, Coordinator or
Differentiator serve as a way technology has changed how customers are engaged
in the service encounter. What role do you see as the most important that the
employee and customers assume? What has been your experience with
technology in the service encounter? Are humans the best source of service in
most business models? Please be thoughtful in your responses.

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