Increasing Preference for Self Service

Research by NCR suggests that customers prefer doing business with companies offering self service. According to a news release, the survey’s results show that 85 percent of global consumers, and 79 percent of Americans, are more likely to do business with companies that provide multichannel self-service via a mobile device or at self-service kiosks. The survey’s results suggest consumers prefer the flexibility of self-service as they change their purchase decisions and behavior in the midst of a challenging economy.
http://kioskmarketplace.com/article.php?id=22683&na=1&s=2

Grandma DTV Customer Education

I was at an innovation session yesterday to generate some creative ideas for customer experiences and customer education regarding customer adoption of new technology. The facilitator started the session by playing this video: http://www.youtube.com/watch?v=7w34nNux4Xw.

The message was clear - we're not going to be designing an experience like this.

Aria Nuances in Chicago

After getting a great deal to stay at the Fairmont hotel in Chicago, I decided to eat in their restaurant called Aria. When I entered the restaurant, the hostess greeted me, asked if I was a guest, and took my name and room number. Then something strange happened. As she was about to lead me to my table, she asked if I would like a magazine. Huh? I said no, and indicated I had my own reading (notes from a meeting), and we proceeded to walk to the table. As we walked, I ask her, "Did you ask me if I wanted a magazine because I was eating alone?" "Yes," she replied, and we discussed a bit about why she was trained to do that as part of the customer experience, which to me was a brilliant deduction by the designers. After all, what is more awkward than eating alone and having nothing to do.

The food and service was very good, and I began to notice other things. The service staff seemed to walk at a very measured, relaxed pace. It was a very odd gait, but it essentially had an effect of slowing the whole place down and providing a more relaxed atmosphere. I couldn't tell whether the service staff was on drugs, or if it was part of their training to enhance the nuance of the experience - to bring a calm to the environment. If so, very cool.

The Cheese Shop

On a recent visit to my brother in Philly, I ventured into a cheese shop in Chestnut Hill. Of course, the Monty Python sketch about the Cheese Shop with no cheese was ringing in my head, but I avoided the temptation slip into my closet John Cleese attitude. My brother and I bought some cheese, had a glass of wine, and noticed a funny sign by the cash register that read, "Customers on cell phones will not be served." Of course, I inquired about the sign. After all, my students a semester or two ago did a great piece of fieldwork on how other customers and stores normalize devient customer behaviors. So I asked the clerk to explain.

"If a person is talking on a cell phone, we don't serve them," said the clerk. "I had one woman talking on her phone pointing frantically to the cheese she wanted. But we cut and slice the cheese to order. So she can't tell me what she wants. So I go help other customers."

An interesting example of how a store creatively uses subdued punishment to norm customer behavior and get customers to perform.

Transformative Consumer Research

The Association for Consumer Research (ACM) has started a database of literature related to transformative consumer research for individual, societal, and ecological well-being.

http://www.acrwebsite.org/tcrdb/default.asp

Low-Key, Non-Emotional Messges More Memorable?

NIH today released the results of a study that show that low-key, factual anti-smoking messages (rational) are more memorable than attention grabbing messages (emotional). Study was done using MRI and neuroimaging. Details are at http://www.nih.gov/news/health/may2009/nida-15.htm

Customer Education Games

Here's an interesting twist on customer education in terms of enabling customers to recognize that they might potentially have a need for a good or service. ARS Ready Rooter's Energy Challenge game asks questions about various energy efficiency measures related to different parts of a home. See http://www.arsenergychallenge.com/

On the plus side, it help me connect (although not immediately) a need I might have to ARS's services. On the minus side, the feedback I get when I select the wrong answer is condescending and treats a potential customer like they are stupid. From a customer experience standpoing, kind of makes me apprehensive to call them for service -- will their field service techs treat me like I'm an idiot?

The better solution would be to make the feedback initially constructive and helpful. For example, instead of feedback saying, "You can't be serious," a better approach would be something along the lines of, "A lot of people incorrectly think this. ARS can help get you the right answers."