How customers view self-service technologies

• Autores: Sherlyl E Kimes, Joel E. Collier
• Localización: MIT Sloan management review, ISSN 1532-9194, Vol. 57, Nº 1, 2015, págs. 25-26
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • There are numerous examples of self-service technologies that have not delivered expected business benefits. 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. Self-service technologies are often implemented with the expectation that customers want to use them and will happily explore them. In reality, however, many customers are hesitant to use a new self-service technology, especially if it departs from the existing script of how the service is supposed.