Across retail and the service sector, self-service devices appear to be taking over. Whether at the bank, the doctors or the supermarket, people will usually have the option to use technology rather than speak to a real person.
Generally, these digital approaches are well-received. A UK survey revealed that 66 percent of people think self-service increases efficiency when shopping, with two-thirds of people calling for more self-service tills. Hence, appropriate digital technology can positively impact the customer’s experience, as they are empowered to complete transactions and find answers to common questions themselves.
When it comes to overall preferences, a 2022 survey on LinkedIn highlighted a very close split between those who prefer people operated tills in supermarkets and those who would rather use a self-service checkout, with 52 percent edging in favour of the technology.
To assess different responses further, Mark Cambridge, CEO of the touchscreen firm Zytronic has set out to assess the positive and negative elements of such technological advances. He has provided the core findings to Digital Journal for assessment.
The first finding is that many people will seek to utilise technology first, before seeking out a direct contact. For instance, a survey found 47 percent of consumers will always search for the answer to their question online before calling a company. Self-service devices appear to empower the customer to find their own answers.
For some, interacting with a computer is preferable to engaging in conversation. Within the travel sector, a self-service check-in or ordering system at hotels and restaurants can allay fears about not being able to speak the language or understand a request. Both customers and staff can easily subvert language barriers with the addition of a ‘select language’ button on interactive room service and menu screens.
However, there are considerations to be made in terms of mental health and accessibility. In this context, PwC survey found that a proportion of consumers wanted to interact with a real person more as technology improved. This means companies investing in digital need to provide alternatives to technology.
Certain groups within society are more at risk of these issues, such as older people or those belonging to ethnic minority communities. Those who are neurodivergent may also struggle with the rise in self-service technology – dyslexic people may find it easier to speak to a staff member rather than having to select from written options on a screen.
It is important, however, that devices function as consumers expect them to. This means possessing sufficient data privacy and durability. Privacy filters can be installed in self-service devices to allay consumer fears, preventing displayed information from being viewed from certain angles. The viewing angle can be aligned to ensure only the person using the device can easily see the information.
With durability and outdoor use. PwC found that 32 percent of all customers would stop doing business with a brand after a single negative experience. Damage to devices through bad weather and low durability can have an impact on the customer base.
Brands whose interactive screens and touchpoints work even under difficult weather conditions will stand out amongst the competition. For instance, a toughened touch screen will minimise potential damage caused by adverse weather conditions. In addition, interactive outdoor maps that can still be accessed when the user is wearing gloves and are made with anti-reflective glass to reduce reflections, even indirect sunlight, will provide the customer with a much more efficient and enjoyable experience.
One potential problem with the rise in self-service stations being installed is that there are fewer service roles – such as receptionists, retail assistants and customer care – available. This can lead to higher unemployment rates as well as sense of discontent among those staff who see role diversification.
According to Mark Cambridge: “Self-service is an important aspect for businesses to consider. It can save time and money as well as increasing efficiency, customer and staff satisfaction. Although concerns surrounding mental health impacts and privacy remain, it is clear that the option for human interaction alongside this technology can minimise the issue and create a balanced experience for the customer.”
