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Kiosk Industries
There’s no doubt self-service has become increasingly popular over the years. And while much of its acceptance can be attributed to the pandemic, it’s safe to say customer adoption of the technology is here to stay.
This wave of self-sufficiency among consumers has made its way to the check-in process as well. Whether at a medical facility, airport, hotel, or luxury spa, the process of checking in has become more automated, giving patrons more freedom and privacy than ever before.
But customers are not the only ones benefiting from this newfound autonomy. With increased use of check-in kiosks, companies are better able to fill labor shortages, increase revenue, and enhance the customer experience, while easily integrating software and being cognizant of privacy concerns.
Labor Shortages
With the current U.S. labor shortage, companies are being forced to operate with a smaller staff. One of the most obvious benefits of check-in kiosks is the decreased need for labor.
Using check-in kiosks as virtual reception staff frees up existing employees to tackle other responsibilities and, therefore, allows the business to run efficiently with less employees. If desired, check-in kiosks can run for twenty-four hours a day – something that would require multiple workers and shift changes otherwise.
In addition, kiosks cut operating costs. Investing in digital kiosks has an excellent ROI, often recouping costs within months. When put against an hourly wage, check-in kiosks can save businesses significant money on labor.
Upselling and Cross-selling
Usually when people think of upselling in kiosks, they initially think of order entry. However, check-in kiosks are also a great way to increase upselling and cross-selling for other industries.
Airline check-in kiosks are a great example. When a customer uses the kiosk to check in to their flight, they’re automatically offered the chance to change their ticket to first class.
This is also seen in hotel check-in kiosks that encourage patrons to upgrade to “preferred rooms” or add a spa package.
But why are check-in kiosks more successful at upselling and cross-selling than the traditional face-to-face check-in process? With less pressure to answer to an awaiting person, the customer can take a moment to really consider their options before ultimately deciding whether to upgrade or expand their existing package.
Customer Experience
Time and again, customers have listed waiting in lines as a major pain point. With check-in kiosks, businesses can offer a line busting option to customers who feel comfortable taking control of their own experience.
Whether this is at the doctor’s office, a hotel, or an airport, self-service kiosks have helped mitigate long lines, enhancing customer satisfaction.
With so much attention paid to the customer journey, check-in kiosks can be an important tool to add to a business’s CX strategy.
The importance of proper integration between check-in kiosks and companies’ existing software cannot be overstated. Without appropriate integration, the entire system isn’t efficient, but with it, the check-in process becomes much more seamless, leaving less room for error.
But what is integration, and why is it so important when incorporating check-in kiosks into a business?
Simply put, proper integration ensures there is a clear communication pathway between the kiosk and the company’s software, usually by making use of an application programming interface (API), which acts as a messenger between the two systems.
“Integration gives the kiosk value by taking over the role of capturing, recording, and/or providing information to the organization and the kiosk users,” explains Frank Mayer Account Executive Asa Moran. “Without the integration, someone would still have to take the information gathered at the kiosk and move it to the existing system.”
Integration also allows for verification of user identity before moving forward with the check-in process at the kiosk. This gives users the opportunity to verify their information personally as well as decreases the chance for error by transferring the collected data directly into the company’s system.
Integration is also a great way for a company to ensure their kiosks are providing return on investment, since the automation cuts back on time as well as the necessary manpower.
When employing check-in kiosks, the power of privacy is a predominant aspect of the customer experience.
Frank Mayer Interactive Experience Account Director Morgan Petty explains, “Consumer preference for convenience does not equate to a tradeoff on issues related to privacy and security. In fact, global privacy laws are evolving to give consumers more control over how their data is collected, used, shared, retained, and deleted.”
So, just how do check-in kiosks provide privacy for the customer? Apart from sidestepping the need for a third party when submitting personal information during the check-in process, these kiosks also provide the user with opportunities to learn how their data is being used and, if applicable, given the choice to opt-out.
“Users can also be empowered to seamlessly navigate to more information about privacy and data practices before making their choice,” Petty adds. “Organizations can communicate about self check-in options in a way that show the customer, patient, guest or user that their privacy is valued and that data security is taken seriously. These types of experiences allow for the level of convenience, trust and security consumers want and deserve.”
Consumers have more control over their information when using self-service kiosks versus the traditional check-in method. They get to make the call on their personal information, creating an additional sense of security, enhancing the feeling of trustworthiness about the company employing the kiosks.
Check-in kiosks save businesses money by decreasing their reliance on labor while increasing revenue with upselling and cross-selling features. In addition, they offer customers a fulfilling customer experience, reflecting positively on a business.
Their ability to integrate into existing open interface company software efficiently streamlines the check-in process and reduces the chance for error, allowing both parties to walk away from the check-in process satisfied.
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