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Survey says: 9 out of 10 have been frustrated by self-service tech

Many customers report being frustrated by self-service technology; is human interaction still the key to getting customer service right?

November 13, 2014

Glory Global Solutions, a provider of cash automation equipment to financial institutions, retailers, and gaming enterprises worldwide, has found that the overwhelming majority of U.S. consumers using self-service machines (88 percent) have felt frustrated by the technology. This is the result of Glory Global Solutions' latest research study on the use of self-service technology, according to a company announcement.

The study comes on the heels of similar research conducted by the company in the U.K. in May, which found that a similar proportion of British consumers (93 percent) have been frustrated by self-service technology.

In the United States, women and men feel equally frustrated by self-service machines; 89 percent of females compared to 88 percent of men. In comparison, women in the U.K. were more likely to feel frustrated (96 percent) compared to 89 percent of men. Younger people — those aged 18-34 — in the U.S. are the most comfortable with self-service technology, with more than half (56 percent) saying they rarely or never feel frustrated by self-service machines. Older consumers — those aged 55-plus — are most frustrated by the machines and also least likely to use them (33 percent have never used one).

Despite these frustrations, the majority of people are open to the idea of using self-service machines when they are available, for instance at the grocery store, post office or bank. Seventy-three percent of U.S. adults use self-service at least some of the time.

"Human interaction remains a crucial element of customer service," said Joe Gnorski, vice president of marketing and sales operations at Glory Global Solutions, in the announcement. "While the majority of U.S. consumers are open to using self-service machines, a third (33 percent) of consumers have avoided using self-service because they prefer human interaction and customer service. Today's customers demand higher service levels and deeper interaction, and as a result, self-service machines need to ensure customers are receiving a more personal and relationship-based experience.

There is no gender gap in the U.S. when it comes to women and men using self-service machines, as men and women use them equally, 73 percent of the time, when available. In the U.K., however, women are more likely to opt for self-service than men, with 82 percent of women using machine when available compared to 77 percent of men.

"It was remarkable to see the similarities and differences of self-service use in the U.S. compared to the U.K.," Gnorski said. "It's still surprising that despite the proliferation of self-service payment machines across everyday life in supermarkets, banks, airports and post offices, around 90 percent in both markets still feel frustrated by the technology. Our research makes it clear that regardless of geography, consumers need more from self-service solutions to really provide a seamless experience that meets their needs."

All figures, unless otherwise stated, are from YouGov.  Total sample size was 2,417 adults. Fieldwork was undertaken between Oct. 14-16. The survey was carried out online. The figures have been weighted and are representative of all U.S. adults (aged 18-plus).