This would be money well spent, IMHO.

Today I'm trying to cancel an early January trip to the US. WS won't let me do it online, so I now have to call in to speak with an agent. Yet due to high call volumes, I can't get through. I'm told to call back when I'm within 72 hours of departure - thereby further contributing to the problem of high call volumes. All of this could be avoided if I were able to cancel the trip online and dump the fare back into my travel bank, so yes, further investment in customer-facing automation would be worth exploring.