Experience = process + training

As technology continues to provide us with ways to improve the experience for our customers, we must remain diligent in studying the impact once deployed.

Retail has seen an explosion of credit card swiping machines. Have you ever noticed that none of the follow the same process? Some don't even work. They are just sitting there waiting to be used. And others are just broken. Destroyed by real pens, broken displays, and a cadre of other ailments. Some are just mounted too close to the cash register or other counter elements for you to even effectively swipe your card.

So, you have to ask yourself; why is everyone rushing to deploy these machines? I am sure it is in the hopes that it might improve the customers experience by:

1. Making it faster
2. Making it easier
3. Putting them in more control

To the best of my knowledge, there is only one company doing exceptionally well. Let me describe Target Corporation process in the hopes that others follow:

1. After depositing your items on the counter, you can immediately insert your card
2. Machines only take the card in one direction (face up!).
3. If not authorized, the cashier automatically enters something (I don't know, or care what it is, but they enter it automatically) - can you say training?
4. The machine requests your signature
5. The machine returns your card
6. The cashier completes the transaction by telling you the amount, and handing you a receipt.
7. Done...

Physical space note: The scanner is approximately 20" above the counter with a small ledge to the right of it for holding down purses or wallets

I think that training and a logical process design contributes to this ease of use experience. Simple yes, but effective? Tremendously!

So, Target has effectively taught us a lesson we should pay attention to. Stop just deploying technology, and start thinking customer experience in terms of process and training.