• Alexander Savenkov posted an update in the group Group logo of Experiential Customer Environments Experiential Customer Environments 6 years, 7 months ago

    One of the most-cited examples from Russian Sberbank at Tverskaya 22 flagman location.

    • the amount of interaction is very good, people really feel the need to go and touch the screen and see what they can do.

    • I started to think about this after another technology experience recently. One of the big problems with this kind of things is that there is a piece of technology replacing what might have been a real experience or at least real interaction.

      The technology because we are now so inured to screens has to be tricksey in order to gain our attention, but the interaction is often either fake, or entirely transitory – once you have interacted with the screen once or twice you have been through its portfolio of capabilities, so it is no longer interesting.

      You can liken this to early video games which had a starting point, a series of levels and a final win point. However new games producers are now building their games often with no specific start, middle or end to them, because people are playing them in entirely random ways – just enjoying the experience of driving around a city very fast for example. You can find yourself undertaking challenges in the game that is completely outside of the games scoring parameters. That is a very customisable experience, it is different every time you do it, and it becomes another reason to keep going back and something that can be shared with friends.

      The screen example above has numerous people interacting with it, but once you have seen the three or four party tricks it does there is no real need to re-introduce yourself to it.

      As michael says below there is no real benefit bar a little bit of fun the first and possibly second time you see it. What banks need to understand with this type of activity is how can people take their own journeys and discover new things about either themselves or about the bank, and then try and create some actual interaction from it that has a purpose.

    • So, Ian, in this case you vote against the dumb screens and for the more humane interaction?

    • Not necesarily but there has to be an understanding of what you are looking to achieve with these types of technology. If all it is for is to attract attention then to me it seems an incredibly expensive way of doing it. If on the other hand you can link it to deeper sales process or some other part of the bank and get either service or sales value then it becomes a worthwhile investment.