Kiosk Solutions Issue 19 - Page 22

payment kiosks the new bill pay kiosks with customer bills, in print ads, using TV ads and on your website. Also, have office staff inform customers who come in to pay their bills about the devices with the offer to guide them through the payment process. Add additional locations One of the beauties of kiosk technology is that it allows organisations to expand their footprint without the capital costs of bricks and mortar locations. In addition, we now live in a world where people expect to be able to conduct business at any hour of the day. One way to increase the value of bill pay kiosks is to place them in areas where customers can access them at any time of the day or night, in a place that’s convenient for them. Along with placing a kiosk in the lobby of the central office, consider placing units in grocery stores or other 24-hour locations. This would be especially important when a significant number of customers live in rural locations. Making sure that the right biller is available in the right geographic area is important. Utilities get the biggest use, and they’re the ‘magnet’ effect if you are pulling the customers into paying their utility bills. Once the customer is there, they can see an array of options for paying their cable, phone, store cards and prepaid cards. 3 closer to their due date and don’t want to risk a late payment or service cut off. A personal US Mail cheque or money order may be delayed. Maybe they want to wait till the last moment during the ‘last chance’ before penalty phase. It could be a language. Add to that 11% of U.S. adults who don’t use the Internet, according to a Pew Research study, and it’s clear there will always be a need to provide payment options to customers. Bill pay kiosks come into play. The benefits of adding a bill pay kiosk to an organisation’s payment options are many. For the customer, those include few service disruptions, improved credit and fewer reconnect and/or late payment fees. The kiosks, in a way, become the financial centre or ‘bank’ for the underserved. For the organisation, they include more timely payments, fewer trips by a technician to reconnect a service that was cut off, lower staffing needs at the payment centre, fewer trips to payday loan cheque cashing centres and overall much-improved customer satisfaction. That translates to a higher retention of existing customers and also a higher acquisition rate of new customers. Still, accepting payments 22 KIOSK solutions by kiosk isn’t just a matter of setting up a device in the headquarters lobby and hoping for the best. Here are a few considerations to take into account when deploying a bill pay kiosk: Make it easy By a large margin, those people who don’t use the Internet are 65 or older. Some of the main reasons, they say, are that it’s too difficult and they believe they’re too old to learn. If the kiosk application is too difficult to use it’ll be the same reason they give for avoiding it. To help combat this, incorporate large fonts and a logical payment process for the interface to make the kiosk easy on the eyes and the brain. Provide a simple way to start the process over if the user makes a mistake. It won’t hurt to have a staff member nearby during the first few weeks after initial rollout to assist first-time users. Kiosk technology also makes it easy to incorporate a variety of languages; make sure you include those options, especially if the unit will be located in a culturally diverse area. Users will appreciate it. 1 2 Publicise the option Include marketing materials about Make it reliable and secure Nothing will frustrate customers more than a kiosk that’s out of order when they need to pay a bill. If it happens more than once, you’ve likely lost them as kiosk customers forever. Invest in a solution that incorporates quality, reliable hardware. On the same note, make sure the kiosk hardware and software is secure from tampering; the last thing a business needs is the expense and negative publicity that accompanies a data breach. n 4