Interesting article regarding self-service vs. live-service. RVM’s are an example of automation that most customers prefer over having a store clerk come and hand count bottle/can returns. However, as the study in the article references, is the self-serve option providing the level of customer experience that would have customers feel pleased with their over all shopping experience? The researcher’s concluded in part that customers do not want a “relationship” with companies, which is why they seek out self-service over having a live-service. I would argue that customers preceive their experience is the relationship. Poor experience whether it is at an automated machine or with a human being will negatively impact how the customer feels about their over all relationship with the store. Conversely, a positive experience, again whether it is with a machine or a person, will breed customer loyalty.
What are your thoughts?
Can and Bottle Systems, Inc. 