Ms. Stehle

Technology

Self-Service Opportunities: Six Rules for Maximizing Kiosk Value

By Tina Stehle, Senior Vice President & General Manager, Agilysys Hospitality Solutions Group

Self-service technology continues to evolve and play a larger role in everyday life. Consumers routinely purchase airline tickets, buy groceries and scan bar codes using self-service technology. Guests also increasingly use self-service kiosks to check into hotel rooms around the world.

There's little doubt that consumers are comfortable with the technology. In fact, a recent survey conducted by Self-Service World revealed that less than 1 percent of respondents scored themselves 'low' regarding comfort level with self-service options. And the self-service trend is predicted to continue.

So, if you have not yet incorporated self-service check-in into your hotel, you probably should. Otherwise, you risk losing valuable opportunities to promote your image, establish your brand and enhance guest service. If you already have implemented kiosk technology, you will want to rethink how you are using it. You may have overlooked some of the ways you can maximize its value.

Benefits of kiosk check-in technology

Although mega-casino-resort properties and convention hotels - both of which process large numbers of guests in short periods of time - realize the greatest benefit using self-service kiosks, there are significant advantages for hotels of all sizes.

First and foremost, self-service kiosks expedite guest service by shortening lines at the front desk and performing all the basic functions of check-in and check-out, such as encoding and dispensing room keys and printing receipts. In a nutshell, they offer hotel guests choice, convenience and control.

Kiosks also can perform more sophisticated functions, such as allowing guests to select rooms, make dinner reservations and obtain copies of their folios at any time during their stay (without checking out). Kiosks produce hotel maps, special messages and up-to-date event schedules based on management-defined criteria.

Self-service kiosks can even market your property. Many can be programmed to up-sell room categories based on availability and guest buying habits; or make special offers, such as spa or restaurant discounts. Audio and video features touting hotel amenities, restaurant menus and local attractions are popular kiosk additions. Kiosks also can run applications that enable guests to exchange loyalty points for room upgrades; and, for gaming properties, run applications that provide comp redemption for the casino.

Finally, a kiosk solution differentiates your hotel and tells guests that it is innovative and cutting edge. Many business travelers have come to expect hotels to offer self-service check-in; and for the 'Internet generation' - young, technologically savvy guests - it's practically a requirement. But don't discount your older guests' interest in kiosk technology. Although they may not be as eager to embrace it as their younger counterparts, they are likely to become loyal users once they give it a try.

Six rules for kiosk success

Self-service kiosk solutions can streamline check-in and check-out efficiency and enhance guest satisfaction, but only if you know the rules for success. Following are six ways to maximize the value of your kiosk investment.

• Rule #1: Place kiosks in optimum locations. Hotels often spend a lot of money on kiosk solutions only to miss the mark when it comes to selecting locations for the units. Although kiosks should never impede the flow of guest traffic, they should be placed in prominent, high-visibility locations - near hotel entry points, at elevator banks and in the main lobby near the front desk. Kiosk placement has an enormous impact on its level of success - or failure.

• Rule #2: Provide adequate employee training. Set aside time for staff training and provide ongoing refresher courses. Employees should be able to walk guests through an entire transaction and answer commonly-asked questions. Staff should never feel threatened by kiosk technology; rather, they should view kiosks as a way to improve guest service while reducing their workload. However, unless you provide proper training, they might be wary of the technology and even try to sabotage it.

• Rule #3: Tie in kiosk content to your hotel brand. A kiosk solution is an extension of your front-desk staff and, as such, should present a pleasant 'face' to your guests. Kiosk content should be attractive and consistent with your hotel brand. Likewise, the flow of the application itself should be pleasing, as well as functional. Make kiosk check-in an enjoyable experience and guest satisfaction will soar.

• Rule #4: Make kiosk transactions intuitive. Weary travelers want uncomplicated check-in, whether at the front desk or at a self-service kiosk. If the kiosk interface is confusing, guests will become frustrated and abandon the process. Keep the interface uncluttered, so guests can navigate quickly and easily. Simplicity will ensure a streamlined check-in experience and rave reviews from guests.

• Rule #5: Use kiosks to market your amenities. Today's kiosk technology can recognize frequent guests, reward loyalty and make dynamic marketing offers - such as room upgrades and spa discounts - that increase profitability and enhance the guest experience. Don't bombard guests with too many options, but don't use kiosk for check-in only. There's no better time than guest arrival to market your amenities and capture incremental revenue.

• Rule #6: Keep up with routine maintenance. The most compelling reason for guests to use self-service technology is to save time. The last thing they want to see is an 'out-of-order' sign at the kiosk. Keep a daily maintenance checklist and make sure employees know how to perform routine tasks, such as adding ink and paper. A support contract with your kiosk vendor also will help you maximize your return on investment. Remember, a kiosk that is out of order frustrates guests as much as waiting in a long line at the front desk.

Technology that delivers

Many hoteliers believe that implementing a self-service check-in solution will enable them to reduce front-desk staff. It's possible, but not something you should count on, especially in the early stages. More likely, the addition of a kiosk solution will enable you to utilize front-desk employees differently - and more effectively. In fact, after kiosk implementation, many hotels reassign some of their front-desk staff to jobs that provide long-term benefits, such as managing guest loyalty programs.

Think of self-service as an alternative channel, not as a substitute for personal service. Kiosks allow staff to devote extra time to guests who prefer traditional check-in or need extra assistance. Employees can move out into the lobby to meet and greet hotel guests and answer questions.

A self-service kiosk solution can be a powerful addition to your hotel's on-demand strategy, allowing you to offer fast and efficient check-in and check-out, reduce wait times, enhance staff effectiveness and increase guest satisfaction, but it doesn't happen without ongoing effort. Review these six rules periodically to make sure you're not overlooking any areas for improvement. The result will be technology that truly delivers - with satisfied guests to prove it.

Tina Stehle is senior vice president & general manager of Agilysys Hospitality Solutions Group. Agilysys is a leading provider of innovative IT solutions to corporate and public-sector customers, with special expertise in select markets, including retail and hospitality. The company uses technology — including hardware, software and services — to help customers resolve their most complicated IT needs. Ms. Stehle joined Agilysys in 2004 through its acquisition of Inter-American Data, Inc. (IAD), where she served as vice president of software services. Ms. Stehle can be contacted at 800-262-3600 or tina.stehle@agilysys.com Extended Bio...

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