They also said that they perceive usability improvement as the key method of moving those transactions.
“Companies with significant investments in self-service channels usually have pretty clear metrics on how many customers choose self-serve and how much each of those interactions costs,” said Root in an interview. “So they have good visibility into which types of changes â€˜move the needleâ€™ on self-service volume. Their experience trying to move that needle has shown that usability improvements, which are usually relatively cheap and quick to make, are better levers to pull than rewards and loyalty programs, which are usually big, expensive projects.”
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