Self-Service economy arrives gradually
At airports, supermarkets and big-box retailers, “customer service” in recent years has meant self-serve _ aided by touch-screen kiosks.
As digital kiosks become more user-friendly and capable of handling more complicated tasks, health care providers, fast-food chains and other businesses say trading face-to-face encounters for face-to-monitor transactions improves service and saves money.
Yet the complexity of human decision-making and service expectations in different industries means any possible self-serve revolution is more likely to be a gradual transition.
“Every time you see a door, there’s an opportunity for a kiosk to be deployed,” Juhi Jotwani, director of marketing and strategy for retail stores at Armonk, N.Y.-based IBM, likes to tell her staff. Opportunity is knocking: IBM’s kiosk orders have quadrupled in the past four years.
Numerous airlines use IBM’s customer kiosks. Caribou Coffee and Cheesecake Factory employees use them to manage recipes and to enhance order speed and accuracy. The Virgin Megastore in Times Square has 150 kiosks that process 450,000 music previews per month.
Still, “none of the players in this market have even scratched the surface” of the multibillion-dollar potential, Jotwani said, even though consumers hooked on text-messaging and interactive Internet gaming now expect greater control over their purchasing experiences.
An April report by consulting firm Summit Research Associates Inc., estimated 800,000 customer kiosks, not including ATMs, will be installed in North America by the end of 2007 and hit 1.2 million by 2009.
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