Self-service technologies — in the forms of kiosks, reservation and booking apps, and other customer-run systems — are proliferating. The benefits for customers and companies can be myriad, and include reduced costs, increased convenience, and faster transaction times. But some self-service technologies fail miserably, when companies fail to design the kind of systems that will work best for customers.
Join Sheryl Kimes, professor of operations management at Cornell University’s School of Hotel Administration and co-author of the MIT SMR article, “How Customers View Self-Service Technologies,” as she discusses the expectations disconnect between companies and customers over self-service technologies. She’ll share her research into why companies get self-service design wrong, and what can be done to get it right.
In this webinar, you’ll learn:
• What the research shows about what customers expect from self-service technologies
• The right way to do self-service design, with examples from Domino’s Pizza and others
• The dangers of focusing on cost control, both with technology providers and with customers
• A framework for how to get started with customer-focused design and how to evaluate systems you may already have in place.
ABOUT THE SPEAKERS
Sheryl E. Kimes is a professor of operations management at Cornell University’s School of Hotel Administration.
Bruce Posner is senior editor at MIT Sloan Management Review. He will moderate the discussion.