Adding self service to your channels makes customers more likely to buy
The third annual NCR Self-Service Consumer survey reveals that 86 percent of US and Canadian consumers say they are more likely to do business with a company that offers the flexibility to interact using self-service – whether via the Internet, on a mobile device or at a kiosk or ATM. That’s an increase of 11 percent over those who gave the same response in last year’s study. Moreover, 56 percent say their likelihood to use self-service has increased over the past year.
In addition to being more likely to do business with enterprises offering self-service, 66 percent of the survey respondents say the availability of self-service technologies creates a more positive perception of the deployer’s brand.
“These factors – ‘likelihood to do business’ and ‘brand perception’ – together have important implications for customer loyalty, which certainly deserves to be a key criteria for any organization’s self-service strategy,” Nuti added.
The survey also shows that consumers clearly value the ability to use a combination of self-service channels – their PDA or mobile phone, the Internet and touch points such as ATMs or kiosks – to improve their overall experience. For retail transactions, 97 percent surveyed would use a combination of such self-service channels to handle a transaction or service. The findings are similar for the travel and hotel sector (94 percent).
Speed, convenience and ease of use are identified most frequently by respondents when asked why they would choose self-service over personal assistance in each of four industry sectors:
— retail (faster-68 percent, more convenient-64 percent, easier-52 percent);
— travel (faster-63 percent, more convenient-61 percent, easier-60 percent);
Among other factors consumers cite as reasons for choosing self-service are heightened privacy and greater control.
The third annual NCR Self-Service Consumer survey reveals that 86 percent of US and Canadian consumers say they are more likely to do business with a company that offers the flexibility to interact using self-service – whether via the Internet, on a mobile device or at a kiosk or ATM. That’s an increase of 11 percent over those who gave the same response in last year’s study. Moreover, 56 percent say their likelihood to use self-service has increased over the past year.
In addition to being more likely to do business with enterprises offering self-service, 66 percent of the survey respondents say the availability of self-service technologies creates a more positive perception of the deployer’s brand.
“These factors – ‘likelihood to do business’ and ‘brand perception’ – together have important implications for customer loyalty, which certainly deserves to be a key criteria for any organization’s self-service strategy,” Nuti added.
The survey also shows that consumers clearly value the ability to use a combination of self-service channels – their PDA or mobile phone, the Internet and touch points such as ATMs or kiosks – to improve their overall experience. For retail transactions, 97 percent surveyed would use a combination of such self-service channels to handle a transaction or service. The findings are similar for the travel and hotel sector (94 percent).
Speed, convenience and ease of use are identified most frequently by respondents when asked why they would choose self-service over personal assistance in each of four industry sectors:
— retail (faster-68 percent, more convenient-64 percent, easier-52 percent);
— travel (faster-63 percent, more convenient-61 percent, easier-60 percent);
Among other factors consumers cite as reasons for choosing self-service are heightened privacy and greater control.
