Few people who visit self-service Web sites have escaped unscathed from the frustrations that all too often accompany their use or attempted use. Simple transactions can usually be accomplished efficiently, but more complex needs can throw the visitor into an inescapable loop. Mentor Graphics produces software that helps engineers develop electronic products. Its sophisticated design software is supported by a call center staffed by engineers. KNOVA 7 is a suite of Intelligent customer experience solutions that includes self-service, contact center and forums applications. An important part of KNOVA's design is that the steps that help a user find an answer should also become a way of helping the system learn. Self-service Web sites can take pressure off CSRs and improve customer satisfaction, but success is not just a case of putting a new interface on a knowledgebase developed for internal use.