frame kiosk uptake, streamline customer journeys and transform a business. It means that customers who know exactly what they want to do can do so seamlessly, while those who need additional support can get it from a dedicated member of staff.”
Fast-Payment KioskS
PHOTO: JOHN WARDEN
In October 2017 Legend launched the industry’s first Fast-Payment Kiosk that offers two interchangeable modes on one kiosk platform: Fast-Payment and FastTrack. With contactless payment using card, smartphone or app, Legend’s new cuttingedge kiosk facilitates a seamless customer journey through front of house; the platform for a friendly, well-managed concierge area. The solution is designed and engineered to minimise queues and make it easier for customers to pay for services. But it is vital that the customer journey is fully considered. As Sean Maguire, managing director of Legend Club Management Systems, comments: “We’ve learnt so much from the incredible adoption of self-service by our customers. What we’re now seeing is the need for specialisation and tailoring of journeys. Customers either require Fast-Payment or Fast-Track, but the two functions are incompatible on the same kiosk because the one requires a transaction speed of less than ten seconds, while the other might need the customer to make booking choices. Wasting your customer’s time is the ultimate sin in today’s digital world. This is why we no longer recommend a multi-use kiosk – it doesn’t work in practice because Fast-Track customers cannot tolerate waiting behind a customer doing a longer transaction.” A key feature of the new Legend kiosk design is the branding potential and customer signposting built into the materials. Unlike kiosks of old, which were clunky and unattractive, the new Legend kiosk sports an ergonomic design that features full 360-degree customer branding with eye-line signposting. The intention is to create an aesthetically pleasing branding impact at reception, helping operators make a better first impression with members.
GLL’s Kiosk Success Story
While the leisure industry’s adoption of kiosk technology might be in its infancy, there are outstanding examples of success. GLL began implementing Legend’s Fast-Track kiosk in 2012. Today,
Legend's Fast-Payment Kiosk makes it easier for customers to pay for services
GLL has in excess of 7.4 million kiosk transactions a year, which translates into a lot of time freed up for staff to positively interact with customers. Steve Ward explains, “In Wembley and Belfast, GLL no longer has any front of house reception desks. The desks have been dismantled, phones and cash processing removed, and kiosks installed. We have found that footfall hasn’t been affected by this change, income is increasing and customer experience levels are going up. “Customers who can’t or don’t want to book online or use kiosks need a higher level of interaction, and this is what we are focussing on now. By using staff to greet people out the front, we are now able to spend more time on hard to reach groups and customers who need extra time to improve their experience, and less
time on those who know what they want and how to get it.”
Embrace the Future
Ward concludes, “If you haven’t yet started selling online or transacting with customers through kiosks you certainly need to. New kiosk technology, such as Legend’s, can be a valuable enabler of change and provides another important platform with which to fashion the future delivery and growth of our business.”
TEL: +44 (0) 1904 529575 EMAIL: info@legendware.co.uk WEB: www.legendware.co.uk
©Cybertrek 2018 healthclubmanagement.co.uk January 2018
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