Blog/ Technology

Your Guide to Attractions Customer Self-Service

Your Guide to Attractions Customer Self-Service

If you’re looking to understand the intricacies of customer self-service in the attractions industry, you’ve come to the right place! We’re here to help you unpack the importance of offering customer self-service options, not just for the conveniences they can provide, but because they can set you and your attraction venue up for business growth and long-term success. 

This comprehensive guide delves into the importance of customer self-service, outlining its benefits, offering implementation best practices, and exploring self-service features that are setting the pace for the future of the attractions sector.

Key takeaways: 

  • Self-service technologies defined: An exploration of the technologies that allow guests to perform tasks independently, such as online ticketing and mobile food ordering.
  • Enhancing guest experience: Insights on how self-service options improve convenience and satisfaction for guests.
  • Operational benefits: Discussion on how self-service technologies streamline operations, reduce costs, and enhance efficiency.
  • Meeting modern consumer expectations: An analysis of the shift in consumer expectations towards more autonomy and how self-service meets these needs.
  • Implementation strategies: Best practices for implementing self-service technologies effectively, including integration and staff training.

What does customer self-service mean?

Customer self-service involves using technology to let guests access information and complete tasks independently without needing staff's help. This setup includes tools like online ticket platforms, account management, mobile-powered food and beverage ordering, and self-service kiosks.

These systems are great for making visits more convenient, allowing guests to manage their experiences according to their preferences. For instance, someone at a theme park can buy tickets online and fill out digital waivers to skip lines, or a museum visitor might use a customer self-service kiosk to buy tickets and find out about current exhibits quickly.

Self-service technologies also gather data on visitors and their preferences, which helps attractions understand what guests like and how to improve their experiences. In short, by adopting these technologies, attractions can operate more smoothly, cut down on costs, and make visits more enjoyable – meeting digital-first expectations and keeping up with market trends.

👀  Watch this next: Self-Service Guest Experiences Webinar with Howard McAuliffe from Pinnacle Entertainment Group

The changing landscape of guest expectations

Adopting self-service is all about future-proofing your business. The rapid adoption of digital technology in recent years has significantly altered guest expectations in the attractions industry. In fact, over 67% of customers now prefer using self-service rather than speaking directly with customer service representatives. But this goes beyond just being a preference – a lack of self-service can even turn guests away. A study by Salesforce found that 70% of consumers say technology has made it easier than ever to take their business elsewhere. 

So, by championing self-service solutions, attractions can provide experiences that today's visitors expect and differentiate themselves from competitors who are slow adopters.

The rise of self-serve options in the attractions industry

The attractions industry is increasingly adopting self-service technologies to cater to guests’ preferences. From increasing conversions through self-service online booking to diversifying revenue streams with mobile food and beverage orders – venues can reduce queues, alleviate staff workload, and present a modern, tech-forward brand to their guests, attracting a broader, more diverse audience.

You can see firsthand how this has helped businesses thrive. Venues such as TreeClimb have utilized ROLLER’s self-service suite to automate 90% of transactions, increase guest feedback by 80%, and streamline the customer journey end-to-end. 

Read this next: How TreeClimb Automates 90% of Transactions with ROLLER’s Online Tools

Benefits of offering customer self-service

Self-service technology can bring plenty of benefits to attraction venues. Here’s how your venue could capitalize on customer self-service. 

Reduced wait times and improved customer satisfaction

Implementing self-service options significantly reduces the time guests spend waiting in lines at ticket booths, concession stands, and other service points. This direct reduction in wait times leads to improved satisfaction levels, fostering a positive experience that encourages guests to return. 

Read this next: Save Time with ROLLER’s Must-Have Self-Service Guest Experiences

Increased revenue and sales opportunities

Self-service technologies are not just about efficiency; they also serve as effective sales tools. These systems can suggest upgrades, promote special offers, and facilitate impulse purchases, all of which increase the average spend per guest.

Did you know? Mobile food and beverage orders typically result in 35% more sales and 33% higher spend per head.

Improved operational efficiency and management

Automating routine tasks allows attractions to reallocate their human resources to more critical areas. This shift improves operational efficiency and enhances the quality of guest services, contributing to a smoother operational flow.

Read this next: Reduce Staffing Costs by Up to $18K per Year with Self-Service Bookings

Enhanced brand image and modernization

In a market where technological sophistication is increasingly equated with quality, adopting cutting-edge self-service technologies enhances your brand's image. This modernization not only attracts tech-savvy visitors but also sets a benchmark in the industry.

Did you know? 88% of customers expect brands to have self-service options online, 87% of US customers say they enjoy self-service kiosks, and 66% prefer them over traditional customer service.

Ability to scale your business quicker

Self-service systems are inherently scalable, enabling attractions to handle increased guest volumes without a proportional increase in staff. This scalability is crucial for managing seasonal spikes in visitor numbers without compromising service quality.

Read this next: Self-Service is Here to Stay: Discover the Future of Convenience in the Attractions Industry

Examples of customer self-service in the attractions industry

Customer self-service can be found in many different forms, especially in the attractions industry. Here are examples of self-service that you can implement. 

Online booking systems

Online booking systems allow guests to secure their tickets and reservations at their convenience, which not only streamlines the check-in process but also spreads out guest arrivals, enhancing operational handling. Find out more about ROLLER’s online ticket booking system. 

Self-service kiosks

Self-service kiosks that allow guests to purchase or collect tickets independently can dramatically speed up entry processes, reducing bottlenecks and improving guest flow throughout the attraction. Remember, less time in lines = funner times! Find out more about ROLLER’s self-service kiosks. 

Mobile food and beverage ordering

Implementing mobile ordering for food and beverages minimizes wait times and improves the guest experience. Guests can order from anywhere in your venue and pick up their food at their convenience, which also increases sales through impulse buying. Plus, you can optimize your labor force by reducing the need for staff to take orders at your POS. Find out more about ROLLER’s mobile food and beverage ordering. 

Online accounts 

Plans change frequently, so make it easy for guests to alter their bookings with online accounts. With ROLLER, your guests can create their own accounts during the online checkout process to edit session times, change dates, add items to their booking, upgrade or reactivate their membership, and more!

ROLLER’s new online accounts feature is phenomenal. Our guests have the flexibility to edit their bookings when it suits them, rather than having to get in touch with our call center. Not only is it increasing customer satisfaction, but it’s saving us time and money on labor. We’ve already had almost 1,500 guests create online accounts in just a few months.
Jake Cunningham
Group Digital Marketing Manager, TreeClimb

Digital waivers 

By integrating digital waivers into your online checkout process, you can reduce queues in your venue and eliminate the need for manual paperwork. Guests sign the waiver before they arrive, and ROLLER digitally links them to their records for future visits. Find out more about ROLLER’s digital waivers here. 

Automated guest experience tools 

Sending surveys to your guests after they visit is a great way to keep tabs on the guest experience you’re offering and find ways of improving it to encourage repeat visitation. ROLLER makes it easy to automatically collect, analyze, and action your guests' feedback. Find out more about ROLLER’s guest experience software.  

Customer self-service implementation best practices

Are you ready to implement self-service options at your venue? Here’s some implementation advice to get you started and ensure you’re implementing the right features.

Understand your guests’ needs and pain points

Successful implementation starts with a deep understanding of your guests' needs. By analyzing feedback and behavior patterns, attractions can tailor their self-service solutions to effectively address specific guest requirements.

Choose a solution that caters to your specific offerings

Your choice of self-service technology should align with the unique aspects of your attractions. Whether it's a water park, museum, or theme park, the solutions should enhance the specific experiences you offer.

Train staff on supporting self-service technology

Staff training is critical to the successful adoption of any new technology. Employees should be comfortable using the technology themselves and adept at assisting guests who might be unfamiliar with the new systems. Look for platforms like ROLLER that are easy to use and purpose-built for your industry.

Track usage data and guest feedback

Continuous monitoring of how guests use your self-service options provides valuable insights that can drive further refinements, ensuring that the solutions continue to meet evolving needs effectively. Ensure you’re selecting a platform that comes with powerful analytics to monitor success.

Ensure seamless data flow with your existing infrastructure

Integration between new self-service solutions and existing systems is crucial for maintaining a cohesive and reliable operational framework. This integration ensures that data flows smoothly across all touchpoints, enhancing the efficiency of service delivery.

Offer self-service options with accessibility features

Accessibility is key in self-service solutions. Ensuring that your self-service systems are usable for people of all abilities expands your market reach and creates an inclusive environment.

Customer experience isn’t sacrificed with self-service

To address the potential elephant in the room – self-service can still be utilized in an experience-centred industry! Contrary to concerns, self-service technologies, when implemented thoughtfully, enhance rather than detract from the customer experience. They offer guests control over their journey, contributing to a sense of autonomy and satisfaction. 

Here are some of the ways that self-service contributes to a memorable guest experience: 

  • Self-service functionality greatly improves guest autonomy by enabling them to easily adjust their bookings directly through online platforms.
  • Streamlined food ordering via mobile services at attractions leads to fewer lines, increased customer spending, and more efficient service delivery.
  • Efficient entry processing through online ticketing and self-service kiosks significantly minimizes wait times, maximizing guest enjoyment and operational efficiency.
  • Automated surveys effectively capture timely and actionable guest feedback, which is vital for ongoing service improvements.
  • A blended service approach that combines automation with personal interactions allows your staff to focus on what matters most – meaningful guest engagement!

Read this next: Self-Service Doesn't Mean You Have to Sacrifice Guest Experience

Elevate your attractions business with self-service solutions

Self-service technology is more than just a trend—it’s a game changer for your business. Integrating self-service options not only smooths out your operations but significantly enhances guest experiences. This leads to quicker services and happier guests, which naturally boosts your revenue, increases return visits, and empowers your business to grow. 

Ready to take the plunge? ROLLER can help you revolutionize your guest interactions with our cutting-edge self-service solutions. You’ll be surprised by how easy it is to transform your operations and delight your visitors when you have the right technology partner.

Book a demo and discover how ROLLER can elevate your operations with our self-service suite.