Companies are striving to ensure that a good customer experience and inexpensive customer service are not mutually exclusive. The key to this approach is to identify functions for which customers are happy to use automation, but discovering and validating these opportunities requires a thoughtful process. This talk presents a proven customer experience assessment approach that puts the customer first by identifying customer needs through observation in the call center, uncovering business goals through stakeholder interviews, and ultimately balancing customer needs with business goals.