In the automated world we live in today, self-service has become the rage -  From online banking to self check-outs at the Home Depot, more and more, technology is providing the means for people to choose when, where and how they interact with the world around them.  From shopping online to printing boarding passes for flights, companies are working to implement more self-service functions.

This makes sense for several reasons: first, self-service often offers twenty-four hour convenience for consumers instead of just Monday through Friday, 9:00 – 5:00.  In addition, some consumers prefer not to interact with a human (i.e., no more rude telephone personalities). 

Also, when the self-service interface is designed well, it offers better service than an IVR or even a human.  And ultimately, it is much less expensive than staffing a room full of customer agents to answer phones or walk around a resort.  Consumer self-service is the ultimate solution: less expensive and better customer service!

Even though there are indeed consumers that still won't use self-service functions, whether it is an on-site kiosk or a website, self-service is becoming more and more accepted.  The self-service rejecters usually tend to be older people, less inclined to embrace technology.  This group was large enough to limit investment in self-service solutions about ten years ago; but today, the adopter group has become large enough to warrant significant investment for companies.

Casinos were some of the first to pioneer self-service technology and have it used by their customers.  Some of the first iterations of customer self-service were kiosks used to provide point balances, then eventually comps and cash.  Some casinos actually dispensed cash from their kiosks in ATM fashion. 

While this was pretty slick, it didn't do much to encourage customers to use the cash in the casino instead of putting it in their pocket saving it for a hot dog on the boardwalk.  But slot technology soon caught up and allowed each slot machine to become a kiosk, providing cash and comps and bonus credits.  The difference being of course that the cash and bonuses went straight to the credit meter on the slot machine and had to be played off.

Let's not forget about the television in guest rooms, which probably pre-empts the casino kiosk.  Hotel guests have been able to review balances and check-out from their TV's for years.  But as the software and technology has evolved, so has the functionality of the guest functions from the TV. 

Services like message retrieval, pay-per-view movies, workout videos, video games, hotel information and dining reservations eventually gave way to Internet access on the TV.  But as travelers began showing up with their own laptop computers in the hotel rooms, Internet access through the television became less a priority than providing high-speed Internet access for guest computers.

The next big leap in customer self service came soon after customers started to surf the web.  As casinos realized the potential for cost-savings and improved service, they started to provide similar functionality on their websites.  Point balances, room reservations and eventually point redemptions became much more convenient to process on the web instead of being placed on hold when you call.  Now you can reserve your spot for slot tournaments, buy logo items and much more on the websites.  This has had a profound effect on casino call centers, allowing them to reduce staff and provide better service to customers that do still call.

The Future of Customer Self-Service
Casinos are using technology to change the way customers interact while they're on-property.  Utilizing some of the latest advances in software and technology infrastructure, customers will soon be able to do everything from making dinner reservations to actually playing slots poolside.  Wireless technology and tablet computers will allow guests to access their player accounts, redeem points, use comps, pick tournament times and much more.  And recent legislation in Nevada may soon enable guests to actually play casino games in public areas at the hotel but outside of the actual casino.  So picture this scenario:

A casino guest signs up for a wireless tablet pc while at his or her favorite casino.  This process includes opening an account after presenting proper identification.  The guest then proceeds to their hotel room to unpack and freshen up.  The wireless device will not work in the hotel room, as it is unmonitored and harder to prevent underage gambling.  The guest then spends a few hours in the casino playing blackjack and some dollar slots and eating lunch in one of the casino restaurants. 

The guest then returns to the room, changes for the pool and grabs the tablet pc.  While at the pool, the guest checks their point balance, and decides to play some more dollar slots while enjoying the view at the pool.  Their account is debited and he or she begins to play.  After some time, the guest checks the point balance again.  The guest sees that they have been invited to an online slot tournament.  The guest joins in the slot tournament, and wins a small cash prize which is credited to their account.  The guest then uses their comp balance to make reservations for dinner and a spa treatment in the morning.

In this scenario, we have eliminated about six interactions with human employees, allowing casinos to reduce staff and concentrate on providing better customer service.  The key to the success of self-service is to develop intuitive interfaces that customers will readily adopt.

Managing Director, Saverio R. Scheri III. www.whitesandconsulting.com. is the author of "The Casino's Most Valuable Chip: How Technology Transformed the Gaming Industry".