Self-Service Technologies, Case Study Example

How will customers, including internal customers, perceive a non-human customer service interaction?

I believe that customers will be very leery of non-human customer service at first. They will be concerned with using automated systems and computers to make appointments and schedule follow-ups with physicians. Because some of the workers have already expressed dislike of the idea, I believe it will make it more difficult for customers to adjust because employees might express their dislike of the idea to the customers. The main reason workers may be opposed to the new system is because the eminent loss of jobs. Many of the older patients may be uncomfortable using automated and computer programs. Even after they have completed the task of scheduling appointments, they may still feel they need to speak to an actual person to ensure that the device has done its job properly. Eventually, I believe both customers and employees will like the new automated systems. In order to ensure this, customers and employees must be adequately trained as to how the system works. Some customers may need to assist step by step in the process.

Describe the potential of this SST to increase customer satisfaction and loyalty?

SST can increase customer service and loyalty of customers by eliminating human error. Although SST eliminates the businesses chance to form personal relationships with their customers, it allows the chance to maintain customers. When customers see how well the system works, they will be very pleased. A radiology clinic can be a fast paced job, but everything must be done with accuracy because people’s lives depend on it. With automated systems, patients will be responsible for scheduling their own appointments and follow-ups. With this system customers may even be able to view test results via the Internet and email. This system will eliminate the confusion caused when a worker forgets to schedule an appointment or gives a customer an appointment but forgets to key it into the computer. A misunderstanding like this one could cause a negative impact on customer satisfaction, especially because these patients’ lives depend on receiving services on a strict schedule. Whenever a situation like this occurs, it can have a lasting negative impression on the customers’ outlook on the business or service being provided. SST systems can also alert customers via email, text message, or automated call to remind them of pending appointments or follow-up services. I believe this will be very important to customers. Often live workers get too busy or simply forget to call customers to remind them appointments.

Identify the downside/disadvantages of the SST and how you plan to mitigate them?

One disadvantage of SST is that businesses will lose their personal affect with customers, thus companies do not form personal relationships with their customers. It is a great feeling when a customer can call into a business and their voice is recognized by the receptionist. These personal affects can boost the overall satisfaction customers convey about the business. With SST there will not be a recognizable for on the other end of the phone. Many customers may not like this. Also, some automated systems are very meticulous. The systems often do not recognize words and phrases if they are not spoken in a certain manner. One way to mitigate this is to have a system designed that will have a human intervene if the customer has been trying to operate the system for a certain period of time. For example, if the customer has been on the system for more than a minute and a half trying to schedule an appointment, the system will automatically route the customer to a live person for assistance.

Service recovery systems are almost non-existent for SST’s. How will you handle this problem?

Customers are most often unhappy with SST when it does not work properly, has too many steps, and if there is no way to check behind the system. The main reason all companies chose SST is because it cuts prices. So, even if a company kept one live person employed to help with customer service, they would still profit greatly. For example, one live person could be responsible for answering those routed calls and checking behind the system. The person could print all information entered during a day and check to make sure each customer’s data was entered correctly. Or, the live person could randomly choose people from the data to call and ensure that the information was accurately recorded by the SST system. Once customers are aware of the system of checks and balances they will feel more comfortable with the dependability of the SST system. If this system of checks and balances is not working properly, the option of have a SST system built with such a system should be an option. Although this may prove costly, in the long run it will benefit the company and the customers.

Profits are important, but so is service. Why should you switch from the traditional service delivery option in radiology to the SST option?

Because receiving the best services every time is every company’s priority, SST is the best option; SST eliminates the chance for human error due to tiredness and overwork. Today’s world is filled with many technological advances. These advances are seen in consumers’ everyday lives from banking to making purchases on line. First, switching to SST shows consumers that the company is keeping up with the technological advances going on around them. As a result, consumers will feel that their best interest is in mind because the company wants to speed up their experience while maintaining accuracy. Next, SST provides 24/7 access to information from anywhere at any time. As a result, customers do not feel limited by time constraints. SST works only when there are benefits for both the customers and the business. Once customers have been adequately trained, they will feel more comfortable using the systems. Nonetheless, profits are important. Once the SST has been properly implemented, the company will be able to reap the financial benefits of fewer workers. Customers will benefit from this as well because they company can add amenities that the customers will enjoy.