Customers want employee interaction, convenience, and fast transactions in their self-service technology.
Source: sloanreview.mit.edu
Good article. Subscription required.
Are customers shying away from self-service? No. In fact, customers often prefer self-service to employee-led options. For instance, rental car brands such as Alamo and Enterprise report that self-service kiosks can reduce check-in times by half, leading to greater customer satisfaction with the rental process. Consumers are not running away from self-service options — just poorly implemented ones. Poorly implemented self-service technologies result in frustrated customers or customers who ignore them, as well as unrealized revenue and cost savings for businesses. This raises the question: Do managers really understand what customers want in a self-service offering? From a manager’s perspective, a new self-service medium can create excitement and give tech-savvy customers more options in a desired experience. But managers may not have a good grasp of what customers require in a self-service technology