In a time of shrinking payroll percents, self-service presents an enticing proposition. Unless a company develops and implements a successful self-service strategy, the allure invariably becomes victim of a heavy hit of reality. Self-service that is poorly executed will cost a company its customer base, erode top-line growth and deteriorate the brand.
Service level is as much of a critical strategy decision as is location, merchandise mix, operations and customer policies.
For a moment, put yourself in an aisle of a big-box retailer. Or a grocery super store. Or in an interminable line at the ticket kiosk at your neighborhood multiplex theater. How many times have you left without your intended purchase, wanted to kick a self-service register in the market, abandoned a shopping cart or wandered around in frustration looking for a warm body to provide assistance? The answer is probably at least once. In fact, many a book could be written about these experiences....
Service level is as much of a critical strategy decision as is location, merchandise mix, operations and customer policies.
For a moment, put yourself in an aisle of a big-box retailer. Or a grocery super store. Or in an interminable line at the ticket kiosk at your neighborhood multiplex theater. How many times have you left without your intended purchase, wanted to kick a self-service register in the market, abandoned a shopping cart or wandered around in frustration looking for a warm body to provide assistance? The answer is probably at least once. In fact, many a book could be written about these experiences....
