Imagine you are going to the airport and are one of those passengers that enjoys being checked in by a person. You arrive and are told that if you can self check in or you and go to the desk to be checked in, but that to talk to somebody will cost you $10.This is the scenario that will be introduced by Jet Star in Australia in November 2011. This is the first example I have come across where a business has put a price on customer service. Self check in and Checkout services are now common in many retail environments, but to my knowledge this is the first time a business has put a value on customer service if used by the consumer. I am sure this will create some debate amongst retailers, but, at the same time the consumer is getting used to paying for add on’s for extras in the airline industry. Now we have an extra for customer service… I hope we get a smile as well.