opinion
The Rise of
the Kiosk
How interactive kiosks can improve
the customer experience.
By Christine Vincent, Acante
Introduction
When considering how interactive kiosks
improve the customer experience, there
are several areas of service to take into
account. In this article we’ll be highlighting
the most prominent kinds of interactive
kiosks and outlining their key benefits
for customers. These are kiosks for selfservice transactions; customer experience
management and digital signage
Self-Service Transactions
Customers can make purchases from
touch screen kiosks, removing the
need for a member of staff to be on
hand to serve them. During the last
10 years, interactive kiosks have been
used increasingly in supermarkets,
cinemas and transport ticket offices.
Naturally, they can be tailored to suit
the needs of the business and the
demands of customers. Self-service
screens are one of the main ways that
interactive kiosks improve the customer
experience thanks to several key factors.
For example, they can be accessed 24
hours a day, seven days a week if needs
be, which suits customers who make
purchases at atypical times. They are
also cheaper in the long run than hiring
staff to perform the same functions;
therefore it can be more cost effective
to provide more screens to serve more
customers. This increase in the number
of kiosks decreases customer-waiting
times, another great way of increasing
customer satisfaction.
Customer Experience
Management Systems
These systems are most commonly used
to manage customer queuing. They are
often used in retail outlets, banks and
council or government services. When
in operation, the system identifies an
available member of staff and alerts
the customers of the availability. In
addition, the system can collect data
throughout the queuing process. There
are therefore three main advantages to
using customer experience management
systems. Firstly – they reduce staffing
requirements, secondly – they help
analyse the customer journey and
thirdly, the most important aspect when
considering the customer experience,
is that they help avoid disorganised or
unfair queuing.
Digital Signage
Another main way that interactive kiosks
improve the customer experience
is through digital signage. Through
monitors, organisations can display
branding, marketing materials and other
visual stimulants to gain the attention of
customers. The content on the screen
can be changed