This is really convenient, I thought I think I'll eat right here. I had enough time to read over the menu well enough to decide that this was the place I wanted to eat. The photos of the food were displayed next to a few of the choicer items. Then, after a few more seconds - enough time to scan over all the choices, if not read them closely - it switched back. Then, after a few seconds - enough time to scan over all the choices, if not read them closely - it switched to another screen showcasing appetizers. This kiosk was showcasing the main courses for the evening. No sale.Īt the third restaurant, there was, no surprise at this point, yet another digital signage kiosk showing a dinner menu - or rather, part of a dinner menu. This is silly, I thought I'll just move on to the next restaurant. I couldn't even read the menu if I wanted to unless I was prepared for who-knows-how long of a wait. And then resolutely stayed there some more. But, just as I walked up, it changed from the menu to mouth-watering artistic photo illustrations of the bill of fare. No sale.Īt the second restaurant, there was another digital signage kiosk, showcasing a dinner menu for the night. If I couldn't even start to read the menu to see if there was something I liked, why would I waste my time by sitting down to find out there was nothing on the menu I wanted? (Note: I did ask the host for a hard copy of the menu, but it didn't even *match* what I could read of the digital signage-displayed menu.) This is silly, I thought I'll just move on to the next restaurant. All too fast to even start reading the rather involved menu. But right as I walked up, the menu changed to artistic photos of the food. Already hungry, and therefore somewhat short-tempered, and in a hurry, so even more short-tempered, I wandered through a casino that will remain nameless looking for dinner.Īt the first restaurant at which I stopped, I looked to a digital signage kiosk outside the host station to check out the menu. Recently in Las Vegas for a trade show, I was on the prowl for dinner one night. If you don't, you lose.Īnd the devil really is in the details, as a recent experience illustrates. If you use technology to hit that experiential sweet spot, you win. But for customer experience technologies, we're going to call the Goldilocks Zone the conditions that will lead to a sale (or to the consummation of whatever action it is the technology deployer is trying to get the customer/client/visitor/patron to take, e.g., signing up for a loyalty program or museum membership). Briefly, the Goldilocks Zone is generally thought of as the zone of conditions that will support the formation of life on a planet.
Now, the so-called "Goldilocks Zone" these days doesn't refer to porridge but to life and celestial bodies. This is a tale of three digital signage kiosks, one too fast and one too slow, and one that was just right.
And if you don't plan out the details of your customers' experiences, and really think about them, then your customer is quite possibly going to have a negative experience - and you're going to have one as well as you watch that sale walk out your door.Īnd it can happen in just a matter of seconds. Or another way of starting this off might be, the devil really is in the details.
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