Help yourself with self-service
More to think about
The world is going self-service. The movement arguably started 40 years ago, when the first cash withdrawal machine was installed in London. Since then, self-service has evolved to penetrate almost every aspect of our lives today – from the airport to the library - with long-lasting consequences for how we shop, travel and work tomorrow.
Changing consumer behaviour and advances in technology is driving our DIY culture. Consumers want it all: freedom, speed, convenience and empowerment. Digitalisation, more than any other technological development, has realised consumer’s dreams of fast self-service, round the clock.
But consumers want more. An efficient and effective self-service solution is no longer enough. Users, increasingly accustomed to the practical benefits of self-service solutions, now expect a value-adding experience that satisfies practical and emotional needs.
Plenty for everyone
The benefits of self-service are plentiful – if designed well. With the economic downturn increasing the need for streamlining and customer loyalty, the benefits of self-service couldn’t be more relevant.
Providers can cut costs and increase profits, while users can enjoy a more streamlined, efficient and satisfying experience. It’s a powerful and underestimated branding opportunity.
Designing it right
The world of self-service lies at the crossroads between customer experience and innovation. By combining human needs with business strategy, companies and organisations can create game-changing business models.
A holistic, people-centred approach is key. Examine users in a participative, co-creation process – preferably in situ. While workshops and focus groups are valuable, nothing can compare with insight gained on location. Experience services from the user viewpoint and you will understand their behaviour and needs. Only then can you start thinking solutions.
Competing tomorrow
Choice is the key competitive parameter for self-service providers in the future. As the self-service industry matures, consumers will expect a multitude of touch points, from online and mobile to point-of-service options. Multi-channel services offer a customer-centric experience.
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