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This was passed my way through email the other day. You may have seen it, and I can’t claim for its veracity, but I’d like to believe it’s real. It’s the letter of a 98 year old woman to her bank after they dinged her with a penalty. Apparently it was published in The Times in London. Real or not, it’s a great lesson to businesses who want to serve customers the right way (i.e. as humans), and also for not underestimating the intelligence of your customers, no matter who they are:

Dear Sir,

I am writing to thank you for bouncing my cheque with which I endeavoured to pay my plumber last month. By my calculations, three ‘nanoseconds’ must have elapsed between his presenting the cheque and the arrival in my account of the funds needed to honour it.. . I refer, of course, to the automatic monthly deposit of my Pension, an arrangement, which, I admit, has been in place for only thirty eight years..  You are to be commended for seizing that brief window of opportunity, and also for debiting my account £30 by way of penalty for the inconvenience caused to your bank.

My thankfulness springs from the manner in which this incident has caused me to rethink my errant financial ways.  I noticed that whereas I personally attend to your telephone calls and letters, when I try to contact you, I am confronted by the impersonal, overcharging, pre-recorded, faceless entity which your bank has become.  From now on, I, like you, choose only to deal with a flesh-and-blood person.

My mortgage and loan payments will therefore and hereafter no longer be automatic, but will arrive at your bank by cheque, addressed personally and confidentially to an employee at your bank whom you must nominate.  Be aware that it is an offence under the Postal Act for any other person to open such an envelope.  Please find attached an Application
Contact Status which I require your chosen employee to complete.  I am sorry it runs to eight pages, but in order that I know as much about him or her as your bank knows about me, there is no alternative.  Please note that all copies of his or her medical history must be countersigned by a Solicitor, and the mandatory details of his/her financial situation (income, debts, assets and liabilities) must be accompanied by documented proof.

In due course, I will issue your employee with PIN number which he/she must quote in dealings with me.  I regret that it cannot be shorter than 28 digits but, again, I have modelled it on the number of button presses required of me to access my account balance on your phone bank service.  As they say, imitation is the sincerest form of flattery.

Let me level the playing field even further.  When you call me, press buttons as follows:

1 – To make an appointment to see me.

2 – To query a missing payment.

3 – To transfer the call to my living room in case I am there.

4 – To transfer the call to my bedroom in case I am sleeping.

5 – To transfer the call to my toilet in case I am attending to nature.

6 – To transfer the call to my mobile phone if I am not at home.

7 – To leave a message on my computer (a password to access my computer is required.  A password will be communicated to you at a later date to the Authorized Contact..)

8 – To return to the main menu and to listen to options 1 through to 8.

9 – To make a general complaint or inquiry, the contact will then be put on hold, pending the attention of my automated answering service. While this may, on occasion, involve a lengthy wait, uplifting music will play for the duration of the call.

Regrettably, but again following your example, I must also levy an establishment fee to cover the setting up of this new arrangement.

May I wish you a happy, if ever so slightly less prosperous, New Year.

Your Humble Client

According to an article on Chicagobreakingnews.com, “Fifty new computer tourism “kiosks” will be installed throughout O’Hare International Airport” to replace recently laid-off greeters. 

The article emphasizes the economic benefits to the new system.  While it is a sure way to save on expenses, there are other customer issues to explore.

Possible CE Benefits

•          Since these kiosk computers can store an enormous amount of information, customers are more likely to get accurate, up-to-date information
•          Many customers (like me) prefer to use self-help technology than speak to humans (notice the popularity of the grocery store self-check-out)
•          Airports could potentially track the kind of information accessed by users and use that information to create better and more user-friendly communications

Questions to Consider

•          Can these kiosks replace the translation services that greeters formerly provided?  What languages will be offered?
•          How frequently will the information be updated?  Will they use the data gathered to improve future communication?
•          What are the contingencies in case of an emergency situation?
•          What about the environmental design?  Are these kiosks easy to find and use?
•          What if someone requires help or gets stuck?  Is there some personal backup?

Kiosks also pose many concerns that directly affect the customer experience (as Vox President, Jeannie Walters outlines in her Woman vs Machine Blog Series). How clean are they? How secure do users feel?  Where are they located within the building?

The bottom line is that providing more information in a new way can be great, but you can’t just put up a kiosk and assume that everything will be fine.

Follow Peggy on Twitter: www.twitter.com/entrop

Today, Google is launching a new way of doing searches, using the iPhone as a market test.  If it works half as good as it looks like it does in the video above, then a future where we interface computers just by talking is nearby.

A shift like this does not only change how people interact with Google Search but also with all online applications.  Change is everywhere, from how the user gets to your site - to how the information is displayed - to the flow of interactions.

Now, are you ready to rethink your company’s digital strategy and customer experience when that happens?

“Beam us up, Scotty!  We are done here…”

I recently spent a weekend visiting friends in Las Vegas, a city I lived in for many years and that I travel to often.  On my return flight, my friend introduced me to a fantastic thing.  McCarran Airport has housed a row of SpeedCheck kiosks since 2006. What makes these machines fantastic is that no matter what airline you are flying on, you can check in and print your boarding pass from one convenient machine!

One caveat of using SpeedCheck is that they provide no option for checking bags.  But I’ve noticed lately is that the vast majority of travelers are carrying on.  Airline fees have prompted people to opt to travel light whenever possible, and these kiosks could make their air travel even easier!

The biggest problem I saw with the kiosks was their “secret” location.  My friend took me to passenger pickup parking then instructed me to walk up the stairs to the second level, cross the bridge and go in the doors to the upper level.  Following these directions, I found myself in a secluded area lined with empty kiosks.  After quickly selecting Southwest Airlines and running my credit card to verify my identity, the machine popped out a neatly printed boarding pass and wished me a pleasant trip. 

I headed toward my gate, taking a moment to peek over the edge to the lower levels where hundreds of passengers were lined up at airline check-in counters or individual airline self-service kiosks.   It struck me as sad that more people didn’t know about the quick and easy upstairs check-in!  I’m glad someone finally taught me the secret handshake.

These machines definitely add a new level to the convenience factor, but as with single-airline check-in kiosks, the overall experience is still lacking.  Bad placement and few help functions create a real disconnect for customers.  With more careful and purposeful execution, they could do a lot to associate McCarran Airport with “easy travel,” which would be an important and profitable connection to make.  

In celebration of World Usability Day, I kicked off my Woman v. Machine last November 8th. Since then I’ve spent the past nine months testing and exploring the self-service world. My Woman v. Machine experiment has taken me to exotic locales such as the Jewel supermarket check-out counter, the White Hen deli and the American Airlines kiosk. This has certainly been an interesting and eye-opening experience. So what have I learned about this industry? What are the pros and cons of self-service? Will or can machines really replace human beings? Here are my thoughts, recommendations and predictions.

The Pros
There’s no doubt the convenience factor of self-service machines is huge. While I don’t consider myself anti-social, for some things it really is nice to just go up to a machine, punch in a couple orders and get my money, pay for my gas or print my boarding pass. These are self-service machines I’ve used for years and feel comfortable and familiar with. I enjoy the sense of control and self sufficiency I get from using kiosks to perform these tasks and I like knowing what to expect – the process is consistent and nearly second nature. From a business perspective I can see that using kiosks for these types of tasks saves money. After all, does it really make sense to pay someone to punch my name into a machine and hand me a boarding pass when I can easily and quickly do it myself?

The Cons
If only every machine were so easy and intuitive to use. The truth is, self-service works a lot better for some things than others and some machine experiences are designed a whole lot better than others. Take the White Hen deli kiosk. Initially, it is confusing and frustrating to the user. The design was poor - I wasn’t sure what to click, what was going to end up on my sandwich, or what to do after my order was “complete.” I watched other customers stumble through the process and look equally confused, so I knew it wasn’t just me. The fact is poorly designed self-service machines, or self service machines employed in ways we’re not familiar with, can really be frustrating. After all, if something isn’t clear I can’t ask the machine a question. Most machines don’t have a “help” option and, because these machines are designed to replace human beings, there’s rarely anyone within earshot to help you troubleshoot.  When I encounter a problem with one of these machines I feel completely helpless and angry. After all, this cold and impersonal little machine is staring me down, not allowing me to do what I need to do, but also not giving me any help or options.

Recommendations
Whether you love them or hate them, self service machines are here to stay. Businesses realize the cost saving advantages these machines offer and plan to expand their use in a variety of ways and industries. Given my experiences, I have a few recommendations for improvements.

1. First, incorporate “help” options into the process. Either trigger the help option to notify an actual human being or, when appropriate, give the customer a phone number to call. At the very least, help links as part of the application or helpful instructions close by should be part of the design.  Nothing turns a customer off more than apathy. Not providing a way to answer questions or to provide assistance is a major negative of the self service industry.

2. Second, make these machines more intuitive. Employ better design by limiting the number of clicks and use of graphics and pictures unless they actually serve a purpose – otherwise they only confuse users. Also, provide clear directions and indicators as to “what to do next.”.

3. Third, make these machines more personal and human-like – ironic I know. Have them say or spell hello, thank you and goodbye. In some cases it may be nice or make sense to incorporate more human-like qualities such as voice activation and give customers more language options. I live in Chicago where there is a large Polish-speaking population, but the only language options I’ve ever seen are English and Spanish.

And the Jeannie Factors
1. Cleanliness – Provide hand sanitizer and screen wipes and please make sure these machines get cleaned - preferably every day.

2. Feeling Secure – Make sure areas around these machines are well-lit and have an alarm option to signal for help when something goes wrong. In many cases, users are asked to provide personal information, insert a credit card and/or collect cash.  It’s easy to feel vulnerable.

3. Convenience – Make sure the number and location of these machines meets the needs and expectations of your customer-base.

4. Environmental Factors – Provide better signage and clear directions for usage. Also, consider the actual physical space around the kiosks. In some cases, it feels as if they were shoved into a floor plan without thought to personal space, line queuing or guiding the user to the next physical space–like the checkout counter or security line.

What’s next? …
So where is this industry headed? As more businesses realize the cost-saving benefits of self-service, we’re sure to see more and more choosing to employ machines over employees. Soon customers will be seeing self-service kiosks at their favorite fast food establishments and retail stores. Kiosks also provide more opportunity for tie-in purchases for consumers, such as buying auto insurance at a car dealership or paying your utility bill where you buy light bulbs. Retail is full of ways to leverage these types of connections. Buying golf clubs at the local sporting goods store? Arrange your tee time and pay your greens fee at the handy kiosk nearby. Buying some hair products at the local beauty supply store? Don’t forget to schedule a haircut at your favorite salon via the kiosk in the aisle. The security limitations at airports create even more opportunities. Being able to use a kiosk to order toiletries upon arrival would make security lines a bit easier.

Stay tuned, we’re sure to see a lot of new and innovative uses for self-service machines as we continue on the voyage of becoming a self-service nation.

Check this out!

Remember the library? I know many of us don’t use it as much as we should now that there are cushy chairs awaiting us at the local Barnes and Noble. But I happen to love my local library. Oak Park, Il, where I call home, opened a better version of the public library in 2003. There are comfortable reading spaces, an amazing children’s section, study rooms for groups and knowledgeable librarians to steer you in the right direction. But it’s the building itself and the way it’s designed that is really inviting. It truly is a community space.

There is something quaint about the idea of a library in this day and age. They actually let you borrow things, use them and then return them all at NO charge. Amazing!

One of the things I love most about my library is the self checkout feature. The kiosks are positioned throughout the building and are incredibly easy to use and efficient. The beauty is their speed and efficiency. Here’s the process. I quickly scan my card, stack my books in any old way – no need to open or prop or even lay flat out on the counter, and the machine checks them out. I see everything that’s happening on the easy-to-read screen. Similar to the grocery self checkout, I then have the option to print a receipt, complete with an itemized list of what I checked out and when each piece is due.

The receipt has saved me on more than one occasion. Have you ever checked out books with a 3-year- old? You leave with a stack of oddly shaped books – some shaped like ducks or fire engines, while some are no bigger than your hand. You’re pretty sure you checked out four only to discover you actually have six! So having a checklist makes getting them all back on time much easier. The self checkout machines have helpful and very clear instructions complete with photo illustrations, next to each station. So any environmental issues I would have highlighted here are null and void. They really seem to have thought of everything.

Being a dutiful taxpayer, I’m more than happy to support employees who are there to recommend and help, not just check out books. The machines do a fine job at that!

And the Jeannie factors:

Cleanliness: B — As usual, cleaning wipes nearby would be appreciated. Although the machines seem clean, I’m sure there are a lot of dirty fingers hitting that screen.

Feeling secure: A —All the self checkout stations are inside the library building. No problems here.

Convenience: A+ — No lines, no wait, and a helpful receipt at the end.

Environmental Factors: A — This particular library has self checkout stations well placed all over, exactly where you’d expect them. There are a few in the children’s section, a few near fiction, etc. There are also a few options in the lobby, close to the main checkout desk - where the real people sit.

This experience gives me hope! The whole process really does improve the customer experience, leading to a loyal customer…. me.

Where does the time go when you’re busy analyzing self-service kiosks? I’ve been offline a bit thanks to client work and travel, but fear not – I’ve been dutifully trying out various self-service options along the way…including:

1. Hilton Check-in/Check-out Kiosk: oops! Not working. For now, just a lobby decoration.

2. Southwest Airlines self-service kiosks: As with most airline kiosks, screen usability is not the issue, it’s the environment that leaves a lot to be desired.

3. Fill ‘er up: What’s more stressful than racing to the gas station to fill up the rental car before returning it? Without pay-at-the-pump, I’d still be in Philadelphia!

As with most things, there’s room for improvement across the board. But, so far on my exploits, I’ve picked a few favorites and a few not so favorites.

The best, so far:

Overall, banks have figured it out. By providing excellent legibility and overall ease of use, they prove they understand the purpose of creating a faster, more efficient method for customers to serve themselves. Customers have responded in kind, and today there are an estimated 1.5 million ATMs in use worldwide[1]. The crazy idea of charging customers who prefer human tellers was blasted out of the marketplace a few years ago and rightfully so[2]. Overall customers use and are happy with the 24/7 access ATMs provide. Remember the idea of “I have to go to the bank to get some cash”? That’s SO 1990. Chase is a great example of intuitive design and simple, convenient options.

Another successful model of self-service is the predictable, albeit excessively pricey, gas station pump which has become the preferred way to fill up for most people. Any way I can avoid walking into one of those gas cubes (or whatever those little bitty buildings are called) and waiting in line has got to be an improvement. An intriguing future lies ahead with entertainment and advertisements available via self-service pumps. Perhaps going to the gas station won’t be such a dreaded task if I can pass the time with a few minutes of Access Hollywood.

And now for the worst, so far:

While I love the convenience of White Hen, their self-service deli kiosks leave a lot to be desired. A big favorite with the time-pressed lunch crowd, customers are left scratching their heads as they attempt to order a simple ham and cheese sandwich. Navigation is unnecessarily complicated and the only help available is from the “I’m busy…must avoid eye contact,” deli employee. When I’m pressed for time, I love the idea of being able to order a custom-made to my liking sandwich; I just wish it wasn’t so confusing! A few tweaks to this system’s navigation could really help improve the overall customer experience. After all, customers love when they can accomplish something quickly and easily on their own.

Another lackluster self-service machine, grocery store self check-out machines. Why does it keep beeping at me? Ok, I’m ready to pay, now what? Where’s my receipt? Help…someone, anyone. Today, nearly a quarter of all supermarket chains offer self-checkout, up from only 6 percent in 1999, and an estimated 50% of customers use them[3]. Whether you love them or hate them, self check-out machines are here to stay and it’s likely you’ll be seeing a lot more of them in a variety of different retail settings. It would serve the kiosk industry well to be proactive and survey customers to find out what needs improvement before self check-out kiosks take over the retail industry.

While designed to empower customers, nothing can cause more frustration than a poorly designed self-service machine. Here are a few questions I’d like to pose to the self-service industry to challenge them to improve:

1. How can we make them cleaner? Yuck. Is someone supposed to clean these machines? Because in general, they don’t.

2. How can we make them more secure? A bit part of usability is about making the “user” feel comfortable. In some cases, security concerns far outweigh convenience factors. It’s a scary world out there, let your customers know you care and pay attention. Install better lighting and ways to connect to a human.

3. How can we hear “thanks” a little more often? A true missing feature is the human touch. Shell gas station made a point to say “Thank You” when the transaction was complete. This stood out because it’s not as common as it should be.

[1] ATM Marketplace, December 2007

[2] Barry Meier, “Need a Teller? A Big Bank Plans $3 Fee,” New York Times, April 27, 1995

[3] Joel Elson, “Computers seen transforming supermarket of the future,” Supermarket News, April 23, 1984

White Hen Pantry

I’m not a big fan of “auto-ordering” when it comes to food. After all who wants to spend top dollar and never even see someone. For the sake of time and convenience, though, it can be a great option.

The White Hen Pantry (now owned by 7-11) offers self-service kiosks where customers can place sandwich orders. While a good idea, like most self-service options, the execution leaves a bit to be desired.

As has been my experience with most service machines, the overall environment takes away from the ease of use. The lack of signage and instructions, along with an overall clumsy layout, causes first-time customers to stand awkwardly in front of the screen, looking for help that doesn’t exist.

Two-thirds of the monitor screen is occupied by the advertised “feature” sandwich. It takes a minute to review and realize there’s an actual menu, but it is organized in a way that doesn’t allow customers to review all choices at once. The vertical tabs on the left are not immediately obvious, and they are organized by choices like “breakfast,” “hot and toasted subs,” “cold subs,” etc…

There are better ways to organize options to help customers find what they’re looking for. For example, why not have all the sandwich choices on the “feature” screen so customers are presented with the entire menu right away? Custom orders could be part of the menu. Feature sandwiches and specials could still be promoted in this format, but not by hijacking the entire experience.

The process leads the customer to a point of purchase, but prior to that an offer is made: would you like to add chips and a drink for a combo price? Here’s my issue with this: there is no option to add just a drink or just chips. It’s inflexible and irritating.

Finally, a small receipt pops out of the printer next to the monitor, (the receipt has your order number, but no total and no description). Instructions tell you to take your receipt to the counter. I’ve watched numerous people stand there dumbfounded as they search the deli counter for some sort of “pick up/pay” area, but there is none. It’s up to you to bring the receipt to the store counter, and remember your number when it’s called out.

While the auto-deli works for those of us looking to grab a quick bite at lunchtime, I’ve seen too many people stumble through the process to really call it effective.

And the Jeannie factors:

Cleanliness: D — I’m at a loss about what to do about this issue. Just make it a practice to wash your hands after being out in the world, ok?

Feeling secure: A —Wasn’t really an issue. No cash is involved and there’s no actual transaction via machine, so there’s no security risk that I could see.

Convenience: B — Process feels faster and there is an accuracy issue, too. The machine will accept whatever selection you make, and not forget about holding the mayo. The speed to completion is still dependant on the human factor behind the deli however.

Environmental Factors: C — Better signage with clear instructions and ceiling-mounted directional arrows would help a lot here. Once you pay, where should you wait? Another issue to address in store design.

As a busy person who needs to grab lunch quickly, I appreciate the convenience of the auto deli in my local White Hen. Improving a few features in the process would make it more of a buzz-worthy customer experience.

It’s hard to believe that Pay-at-the-Pump has been around for more than 20 years. While convenient for consumers, Pay-at-the-Pump has created business challenges for station owners, whose profit margin would be much higher if customers come into their stores. Today customers are avoiding the stores for the convenience Pay-at-the-Pump provides.

Enter the next generation of self-service pumps: TV screens that tell us things while we’re pumping gas. So what does this mean to customers?

I was ready to take on this new-fangled pump. The Shell gas station near my house has screens with talking heads that welcome you to the station. The nice welcome was great, but the few minutes of Access Hollywood were even better! Then an ad came on for sunscreen. Sunscreen? It’s January in Chicago. It seemed very out of place and caught me off guard. It got me thinking – wouldn’t it be cool if there were tips on how to deal with the layers of salt covering my car? Or winter weather driving tips? That would be information Chicagoans would welcome during January.

The actual pay at the pump experience has become standard and super easy. There are a few things you have to watch for as a customer, like which gas you choose. Each station seems to be different and you no longer assume the left-to-right order is logically regular, plus and super. In fact, they are often mixed up in no order whatsoever. There’s also the receipt issue. Is it printing automatically? Do you have to choose yes or no? But overall I believe customers are used to making these choices and the whole process is fairly second nature now.

So the fact that now there is something to watch while my gas quietly makes the journey from pump to car is actually pretty cool. Increasing the relevance would really make for a powerful customer experience. Just imagine the NEXT generation of gas pumps. The information shared from the monitor could really be customized, based on the actual individual. “It’s time for your oil change.” Just consider the loyalty implications for the first company to truly get it right. I guess I’ll tackle that one in a few years.

For now, the pumps are pleasantly serving their purpose, although it would be better if the industry came to some standards for the sake of customers. It’s truly not in a customer’s best interest to have the gas octane rankings mixed up for them to figure out.

The good news is that we do figure it out.

And the Jeannie factors:

Cleanliness: D — There are few places ickier than a gas station. But the new ones are brighter and lighter, and many have hand sanitizer pumps available post-fill up.

Feeling secure: D — Pay at the pump can mean feeling pretty isolated. I know I’m not the only one who has passed up cheaper gas for a more secure gas station. Improvement here could be increased lighting, plus easier ways to get the store attendant’s attention.

Convenience: A — The average time it takes to fill up is 2 minutes. Walking into a store, waiting in line and then paying would add at least that much time to the process. Hurrah for speedy transactions!

Environmental Factors: B — Newer gas stations are much more open and spacious. While this feels better, special attention should be paid to the far-flung pumps.

Shell is getting my attention by improving the customer experience with monitors. What else is out there improving this process for customers?

Next up … Auto-Deli!

American Airlines Kiosks at LaGuardia Airport, NYC

While Chicago’s O’Hare Airport might be one of the busiest, New York’s LaGuardia has got to be one of the most chaotic — based on my experience on a recent busy Friday morning.

First, an aside, I couldn’t find a decent cup of coffee to save my life. What gives? Starbucks — please invade LaGuardia as you have everywhere else. Thanks!

I should mention that my mental state was not good. The previous night, I stayed at the worst hotel of my life for $350 per night (gotta love Manhattan) and I hadn’t had my usual morning cup of joe. Let’s just say I wasn’t a happy camper.

The check-in kiosk itself didn’t offend me. The airline industry has surpassed others in adopting self-service, so as a customer I find the whole process very intuitive. I like that I can start with any old credit card to identify myself, then we’re off to the races. I also like the brilliant cross-sell strategy I’ve seen lately — would you like to upgrade for a mere $110, Ms. Walters? Why, yes, sometimes at that moment I would. I know most people use self-service check-in whenever they can once they discover how quick and easy it really is.

Airports, however, weren’t designed for this. A mass of people waiting in line for agents blocked the marooned self-service kiosks. Most were occupied, so my travel companion and I waited for a free one. I was nervous we were in the wrong spot. I don’t like to cut people off or shove in front of my rightful place in line. I’m still not convinced we didn’t jump to the front, but it was nearly impossible to determine what was going on. Why not station an agent there to assist passengers as they attempt to find a free kiosk? I’ve seen this in other airports.

We checked baggage, which is always a little bit of a toss-up as far as experience goes. I’ve learned by now that once I check bags at the kiosk, my luggage tags and claim tickets print … somewhere. So we walked up to the counter, bypassing the hundred or so people waiting in line for a counter agent, and our names were called. But this part was chaos. Then we, of course, had to drag our luggage over to the security screeners.

Forget the kiosks — airports desperately need to examine the customer experience and redesign accordingly!

Jeannie Factors:

Cleanliness — I can only imagine how many people use these kiosks on any given day. Ick.

Feeling Secure — It was crowded and bustling. I was worried about my bags. I was also aware of pulling out my credit card here. There is more to be done about this issue.

Convenience — Similar to other self-service options, the real convenience is in the shorter lines. It feels faster because you are more in control, but that doesn’t mean the actual process takes less time. The system for checking baggage definitely needs improvement.

Environmental Factors — This was by far the worst part of the experience. The lines made no sense, and nobody was there to guide travelers. The result was a mass of confused people. I noticed one man who obviously didn’t speak English as his first language who was very confused about the kiosks, the lines and his flight. Getting from the front door to our gate was chaotic. A helpful guide to assist people would do wonders. But the airport layout itself seems doomed.