[vc_row][vc_column][vc_column_text]Successfully deploying self-service kiosks hinges on getting a wide range of people from across the business to buy into the idea and the deployment process. Although the cost of the project may fall on IT’s lap, marketing and ensuring brand consistency teams under the CMO, sign-off on budget will involve the CFO and making sure there’s minimal disruption in day-to-day operations during implementation will involve various teams under the COO.
We’ve put together a list of some of the key influencers you’ll need to convince and tips to get their buy-in:
Influencer: CEO/CFO
What they care about:
- The state of the market; how it’s changing and economic trends
- The competition
- Brand perception and goals
- Customer satisfaction
- Company growth
- Cost efficiencies
- Pursuing innovation
- Shareholders
- Company spend, revenue and profit
- Fixed assets and OPEX
- Stock price
How to get them on board:
If you can’t put forward a watertight case for the ROI on kiosk self-service, the CEO/CFO won’t sign it off. As well as ROI, focus on the big-ticket benefits that kiosks can offer the company.
- Increase revenue through better customer insights and higher transaction values
- Maximize efficiency through queue-busting (leading to greater numbers of transactions) and better distribution of staff
- Improve customer satisfaction through more convenient service and offering more choice
- Strengthen the company’s image as a leader and innovator in the market through the implementation of new technologies
- Reduce staff costs over certain time periods
- Drive loyalty and customer lifetime value with better customer experiences and more tailored campaigning
- Future-proof investment by choosing the right technology supplier
Influencer: CMO/CXO
What they care about:
- Customer experience and satisfaction
- Driving revenues from marketing activities
- Market conditions and trends
- Brand perception and goals
- Driving loyalty and greater spend per head
- Customer data and insights
How to get them on board:
CMOs care about attracting new customers as well as keeping existing customers happy so focus on the improving the experience and gathering greater customer insights to get them on-board:
- Capture rich kiosk data that provides valuable insights into customer behaviour
- Transform the customer experience by offering more convenience through choice
- Drive loyalty and greater spend with smarter, intel-led campaigns
- Position kiosks as part of a wider digital engagement strategy that will ultimately transform the way customers interact with your brand
Influencer: COO
What they care about:
- Ensuring business operations are efficient
- Effective management of resources
- Creating maximum value for the business’ stakeholders
- Driving operational performance
- Implementing new technologies on the ground with minimum disruption
How to get them on board:
The COO wants to ensure the brand’s operations are as efficient as they can be so focus on optimizing efficiency to get their buy-in:
- Improve flow through the store by reducing lines
- Drive efficiency especially during peak hours by allowing a greater volume of orders to be taken
- Reduce incidences of incorrect orders by allowing customers to order and personalize meals themselves
- Allow front-of-house staff to concentrate on better customer service and serving those who need or prefer face-to-face service
Influencer: CTO/CIO
What they care about:
- Innovating, integrating and getting the most out of existing technology investments with minimum disruption to the business at maximum return.
- Technology ROI
- Reviewing and implementing new technologies
- Data security
How to get them on board:
The CIO is responsible for assessing new technology, reviewing feasibility and how/if it fits into current infrastructure, as well as any changes that need to be made to accommodate it.
- Driving sales through greater efficiency and smarter marketing and loyalty campaigns
- Future-proofing investment by choosing a technology provider whose software is integrated into existing back-end systems such as payment and POS
- Innovative technology that is not only a key part of the customer’s omnichannel experience but offers real profitability
Influencer: Franchisee
What they care about:
As well as being concerned with all of the same issues as the C-level executives mentioned above, Franchisees also care about:
- Franchise spend, revenue and profit
- Cost savings and ROI
- Efficiency
- Staff costs
- Utilization of space
- Customer satisfaction and loyalty
How to get them on board:
Franchisees may or may not have a say over kiosk technology being implemented in their stores. However, even if they’re mandated to deploy kiosks, their buy-in is crucial to adoption success. Make the case for kiosks by:
- Making day-to-day operations easier by providing an additional ordering channel to guests taking pressure off staff especially during busy periods
- Driving higher revenues through greater order values and improved loyalty
- Differentiating themselves from the competition by offering a better, more convenient customer experience
Influencer: Employees
What they care about:
- The impact of technology on their job
- Improving working conditions
- Providing excellent service
- Making their day-to-day lives easier/more efficient
How to get them on board:
As with franchisees, employees may not have any input over the implementation of new technologies but they certainly have an impact on the success of them once launched. Employees may be skeptical about the reasons behind new technology deployments – especially self-service – so make them an on-site advocate for kiosks by:
- Explaining how kiosks can make their day-to-day job easier, taking the pressure off front of house staff especially during busier periods
- Allowing staff to spend more time and better quality time with guests who need or prefer face-to-face assistance
- Getting staff involved with the kiosk launch by training them to provide assistance and encourage guests to use the kiosks, especially during busy periods
- Incentivizing staff to promote kiosks. For example, during the first month of launch, offer a special employee of the week incentive for those driving the most guests to kiosks or the employee that proved to be most helpful when fielding customers’ kiosk questions
Of course, company-wide buy-in is just one of the elements you will need to consider before taking your kiosk strategy forward. From scenario planning, to location mapping, to staff leadership, marketing and continuous improvement -there are a number of processes you should have polished to ensure you get the most out of the technology and maximize ROI. Find out more in our free Secrets of Self-Service eBook.[/vc_column_text][vc_separator color=”white”][/vc_column][/vc_row]
