How Self-Service Kiosks Are Changing Customer Behavior?
Technology is evolving at a feverish pace as most people want everything done as quickly and as conveniently as possible. With the presence of everything from artistic robots to delivery drones, our technology-laden world looks nothing short of a science fiction movie. Amongst everything, it’s self-service kiosks that are proliferating the fastest. The rapidly expanding self-service technology is having a trans-formative effect on the world around us.
Changing Customer Behaviour
As the shoppers are gravitating towards convenience, efficiency, and small lines provided by self-service digital kiosks, the trend of using kiosks in customer services is changing consumer behaviour. In a survey examining consumer self-service checkout adoption among brick-and-mortar retailers, conducted by Retale showed the changing consumer. The pool stated that 85 percent of Americans have used a self-service kiosk, with the number rising to 91 percent for millennial's in the 18–34 age group. The survey showed interesting results like 49% of consumers want self-service kiosks at every store and 20% want the option to pay with a mobile device.
Another survey conducted by IBM, 85% of all customer interactions will be handled without a human agent or automatically by AI, chat-bots and automated, and self-service technologies by the year 2020. These surveys not only indicate a change in the way customer services are being delivered. But also show how self-service kiosks are changing when we make purchases, how often we make them, and how likely we are to spend money?
How self-service kiosks are changing customer behaviour?
As the traditional dynamics of the service industry are changing and customers are embracing self-service digital kiosks, the technology is having the most tangible effect on the customer experience.
Customers spend more at self-service kiosks
The self-service digital kiosks change the way consumers think and take actions, therefore, have a huge impact on their behaviour. For instance, in 2004, McDonald’s introduced self-service kiosks at their stores which allows customers to tap their orders on a “Create Your Taste” touch screen, and receive a burger adjusted to their specifications. The results showed average check size to be 30 percent higher while 20 percent of consumers who didn’t order a drink would add one to their order now.
So what does it indicate? The results show that the up-sell and add-on systems integrated into the self-service kiosk sales process encourage consumers to increase the size of their order. Thus, kiosks with faceless ability to up-sell and offer customers on-screen upgrades or enhancements to their order alters their behaviour while placing an order.
Digital Kiosks Remove Societal Pressure and Less Fear of Social Judgement
Due to societal pressure and fear of judgement, customers often feel disinclined to initiate their own up-sell like higher calorie ingredients or adding a desert. Self-service kiosks eliminate any potential for social judgment by a human server or cashier while producing an automated order. The self-service technology help customers feel more comfortable by allowing them to pick whatever they like without the risk of judgement.
Self-service solutions let customers step out of their comfort zone and increase the market share for difficult to pronounce items
With no fear of social stigma, customers don’t suffer embarrassment by trying to break out of their comfort zones and order products that they ordinarily would avoid. Studies conducted at the National University of Singapore, Rotman School of Management, and Duke’s Fuqua School revealed that the adoption of self-service digital kiosks recorded more orders for hard to pronounce products.
The digital kiosks eliminate the social friction of customer fear of being misunderstood or appearing unsophisticated in front of the clerks. The self-service kiosks are proving to be a liberating technology for customers, giving them the freedom, convenience, flexibility, and efficiency to customize their orders without feeling constrained. The self-service kiosks are proving to be an incredible tool for businesses by not only generate happier consumers but also higher per-check averages and better ROI for the business owners. Many kiosks providers like KIBIS are coming up with kiosk solutions which are not only innovative but convenient for customers to use. These digital kiosks assure a revolution in customer services along with benefiting businesses with enhanced efficiency and customer loyalty.
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