Picture this: You are at the airport. You have arrived the obligatory hour to two hours early. The lines are long. An important business meeting awaits 3,000 miles away. You finally make your way to the check-in kiosk, only to find that it won't read your identification card.
You try to get the attention of the airline attendant. You are frustrated. The airline attendant is frustrated. The guy in line behind you is frustrated. The clock is ticking and that security line is not getting any shorter. How could this happen?
Our daily transactions with kiosks are automatic. We rarely think twice when we insert our debit card into an ATM. However, when we encounter a malfunctioning or out-of-service kiosk, we take notice. This disruption to what should be a smooth transaction can cause a costly frustration that tarnishes not only our experience, but also the brand impression.
As a customer-facing technology, kiosks represent a brand experience. Customers immediately form an opinion based on this experience. Kiosk deployers simply can't afford downtime, but to maintain a kiosk involves more than the basic repair to the equipment and that is a cost that many deployers can't afford.
A recent report from Summit Research Associates found that 31 percent of third-party providers assume the repair role for kiosk deployers. That is a trend that has continued to grow over the past few years. A smart trend.
As chief executive of ExpressPoint Technology Services for a number of years, I have witnessed the difficulties that companies face when challenged with repair issues. They need a service provider that is dependable and reliable. They expect the highest quality and quick turnaround. They rely on flexibility and customized programs to meet their unique needs. For kiosk deployers, the pressure for the equipment to be available creates additional challenges including the need for the most current hardware, accurate repair to minimize the domino failure effect, faster high tech peripherals and proper installation immediately. Maintaining an in-house service and repair staff can be time consuming and costly. Simply put, outsourcing your kiosk repair to an OEM or a third- party service provider is smart because it saves you money.
A good kiosk service provider will have a variety of capabilities in place including:
- A full-time planning and forecasting team to guarantee parts are available and warehoused onsite or at stocking locations near your field service teams, reducing freight and keeping your fuel costs down.
- Cost saving programs such as Advance Exchange allow for parts to be sent within 24 hours, eliminating downtime.
- An innovative engineering staff that researches the kiosk industry and equipment is essential in order for your kiosk to receive the most current updates and maintenance technology, ensuring the right peripherals are integrated.
- Warranty management services to make sure that you never have to pay for a part that is covered.
As I watch the kiosk industry continue to grow and develop new technologies I feel very strongly that now, more than ever, it is important to find an experienced and innovative kiosk service provider before the equipment fails. Whether you outsource your repair service to an OEM or third-party service provider you are reducing downtime, saving money and securing customer loyalty and confidence.
Always a smart choice.
David Anderson is the chief executive of ExpressPoint Technology Services Inc., and an association member.
