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While Younger, Computer-savvy Consumers Lead the Way, Most People Readily Accept and Use Self-Service Kiosks
Global outsourcing grows in popularity, but industry leaders cautious
by Ray Pelosi, Correspondent for Source Technologies
Francie Mendelsohn remembers how people would balk at using kiosks as recently as five years ago. "They'd see a keyboard and say, 'uh uh!, I don't do computers' and keep on walking," but Mendelsohn, president of Summit Research Associates, an internationally-recognized expert consulting firm on kiosk technology applications, says that's all changed. "That's pretty much gone away. While people of really advanced years are unlikely to use them, the majority is very comfortable with computers and keyboards, and touch screens are a great equalizer for those who aren't," she assures. "There's no significant resistance anymore."
While allowing that specific kiosk applications and venues will draw different groups of users, Bill Lynch, Source Technologies' vice president of self-service, concurs with Mendolsohn, noting the technology's 'near-universal appeal'. "In today's increasing do-it-yourself culture, demographics are much less important than serving consumers when, where and how they want to be served."
The level of acceptance is such that some applications, like airport check-in and ATMs, are fully mature, while others are really taking off strongly. "Right now the hot ones are digital photography - it's huge - and quick-serve restaurants," Mendelsohn reports. "Ticketing is getting more and more popular."
Automated postal centers have become big with the public: they'll be doubling in number, to 5,000, "then eventually they'll probably start replacing their stamp machines," assumes Mendelsohn. Except for some of the high-end establishments, who pride themselves on something kiosks can't do - identifying each guest by name - hotel chains are moving in the direction of kiosk check-in. "They feel it's a great line-buster," says Mendolsohn.
It is, but here's a case where perception, more than practicality, may be driving popular usage. "People will stand in line to check themselves out rather than go to a human clerk who may have nobody in line," Mendelsohn marvels. "They think it's faster, which I find hilarious because it's certainly not, but it doesn't matter, if the public thinks it's faster, it's great, and they think it's fun."
There's even some movement towards pharmacy kiosks that refill drug prescriptions, but that one could create unintended consequences, in Mendelsohn's view. "If somebody gets the wrong medication or somebody illegally circumvents the system and gets a prescription that's not his, it could really spell doom for that sector."
The public's embrace of self-serve kiosks will grow as the technology glitches are reduced. Too many kiosk stations don't work and don't get repaired in timely fashion and others are still too confusing because they don't give physical or visual feedback - you can see the button is depressed and a beep or sound confirms a transaction. "If there's no feedback, the public will either push, push, push or say 'I guess it's not working,'" observes Mendelsohn, who strongly urges kiosk providers to have outside experts do unbiased usability testing that corrects these problems before the focus groups try them out. "The key to self-service is," reminds Mendelsohn, "don't make me think."
Source Technologies
Founded in 1986, Source Technologies provides integrated solutions for managing financial transactions and other secure business processes. Products include MICR printers and consumables, secure disbursement software, and the groundbreaking concourse™ self-service banking kiosks. Source Technologies has created over $400 million in economic value for customers in the last ten years.
First published on BankersOnline.com 1/23/06
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