This post is an editorial on that, with my views.
The report titled Integrating Self Service Kiosks in a Customer-service System can be read here.
or goto : http://www.hospemag.com/2010/04/tech-ideas-research-integrating-self.html
These are my views on the topic.
from the report
the addition of the check-in kiosks
did not increase guests’ perceptions of service speed at check-in
Prabhjot
I am a very pro tech person. I actually loved the tesco self-pay and bag feature. the problem with tech is, there are certain tasks that aren't simple enough. the person standing behind the counter is faster than the self-check in kiosk and hence there is no perceived benefit.
Its worse in hotels, coz we go out of our way to make sure no one waits. with all those pre-prepared regcards, keys etc, there really needs to be something special.
on the other hand, if I could walk up to a machine, it could scan my face(or my thumb) and immediately all procedural matters are taken care of, then its thumbs up!
from the report
Many customers are pleased to serve themselves using machine-dominant channels, provided they see an advantage to this self-service channel.
Prabhjot
very true. give me an extra apple, I will use the machine.
Its probably the other way around in India. You could get something better (room, view, size,upgrade) from the lady at the desk than from the machine.
make the processes sweeter, that is the key.
from the report
people-dominant channels, for instance, are superior in conveying empathy and handling exceptions, they are best suited in services that require relationship building and unstructured problem solving with individuals who value personal interaction.Prabhjot
Recurrent and routine transactions are better suited to the machine-dominant channel, which is usually speedier and more reliable for processing such standard procedures as transactions and payments.
I would love a change dispensing machine in a hotel. alas, there isnt any, in any hotel across in India (if you know one, please write in editor@hospemag.com)
Although the act of giving a room key is routine, repeatedly in our research the Check In experience comes up as important. recently we noticed overall guest sat go up, just by ensuring no waiting at check in.
from the report
customers typically do not distinguish between service delivered through a self-service channel and service delivery through customer service agentsPrabhjot
They will blame you and your company/hotel.
they will get especially angry, coz machines are not supposed to make mistakes.
the machine unfortunately cannot make amends immediately. wait, maybe it can, but cant apologize in that really really sad way, guests like to see.
from the report
Customers have to be willing to learn and adopt the technology, especially when multiple service delivery channels offer them the choice of how to interact with the hotel.Prabhjot
Why bother. yes, why should your guest bother?
she already needs to learn so much at every stage of her life. her work is not completely different from what she thought it would be in college and her personal life is dictated by technology. One of the reasons why we de-stress in spas is to go away from all of it. and now you want her to learn a new way to check in/ order?
why should I?
from the report
Provide learning opportunities and encouragement for customers to use the self-service channelPrabhjot
Can you block the best rooms for your kiosk check in? can you give extra rolls for ordering via the automated ordering system?