1. Automated Service Kiosk (A.S.K.)
CS 410
Fall 2005
Presented by:
Jared Miller
Scott Washburn
2 November 2005
Introduce both main presenters.
2 November 2005
CS 410 Red Group - A.S.K.

2. Research and Marketing
Team Organization
Janet Brunelle
General Manager
Mylène Cover
Project Manager
Organization of our team
Present Everyone
Enrique Polanco
Research and Marketing
Keegan Morrison
Web Master
Hardware Specialist
Scott Washburn
SBIR Specialist
Software Specialist
Jared Miller
Web Master
Finance
2 November 2005
CS 410 Red Group - A.S.K.

3. A.S.K. Overview Define the Problem Supporting Information
Define the Solution
Market Identified
Risks & Concerns
Funding & Scheduling
Conclusion
2 November 2005
CS 410 Red Group - A.S.K.

4. Societal Problem Defined
Poor customer service is a cause for low customer retention.
2 November 2005
CS 410 Red Group - A.S.K.

5. Bad Customer Experience
Anne has an old 35 mm Camera
No one to help
Fails to Greet, Speak, Listen, Inform, Thank-you
INSERT STORY HERE (CUSTOMER SERVICE STORY)
Picture of a sad shopper/someone leaving with empty bags/etc.
2 November 2005
CS 410 Red Group - A.S.K.

6. Did you know…?
Poor customer service is on the top ten list of reasons why businesses fail.
2 November 2005
CS 410 Red Group - A.S.K.
Belmont University: Center for Entrepeneurship 09/22/2005 [ ]

7. Why do customers leave? The green is the customer view
The blue is company
They’re obviously getting it wrong because they think the customers are leaving for price issues
When they’re really leaving because of poor customer service
The problem is not being addressed!
2 November 2005
CS 410 Red Group - A.S.K.
CRMGURU.com [

8. Customer Facts In a survey of 1000 consumers:
4% will give feedback to the store on their bad experience but will complain to an average of 10 friends about it
75% of all consumers complain to friends and family about their experience, word of mouth
85% will take their business elsewhere
2 November 2005
CS 410 Red Group - A.S.K.
ITESGrads [
2004 Customer Service Survey Results [

9. Why A.S.K.? Repeat customers spend 33% more than new customers
It costs 6% more to sell to a prospective customer than to an existing customer
Referrals among repeat customers are 107% greater than new customers
Customers are 50% more likely to be influenced by word-of-mouth as opposed to ads
Keep your customer happy!
Repeat customers spend 33% more than new customers!
It costs 6% more to sell something to a prospect than to sell that same thing to a customer!
2 November 2005
CS 410 Red Group - A.S.K.
Strategiy.com [
Stylus Systems, Inc. [

10. Problem Characteristics
Customers are not aware of all of their options
Customers leave when they cannot find items (confusion/lack of information)
Not all associates are domain experts
Associates difficult to find quickly
Rearranged/sale item location
Product availability
2 November 2005
CS 410 Red Group - A.S.K.

11. Proposed Solution Defined/Goal
Provide an in-store customer service terminal that will serve as an alternative source of knowledge and help for consumers with A.S.K.
IN STORE
2 November 2005
CS 410 Red Group - A.S.K.

12. Solution Characteristics
Product Comparison
Map
Detailed Knowledge Base
Terminal Placement
Sales/Coupons
Predictive Analysis
Friendly Interface
Feedback
Comparison of available products
Knowledge base of products for comparison and in-store last minute research
Predictive analysis – what are they searching for? Are they buying it? Are they leaving? Why are they leaving?
Notification of sales/coupons available
User-friendly interface
Strategically placed terminals
The customer will be able to leave feedback on a customer service representative or about the experiences using the terminal
Map of inventory location
2 November 2005
CS 410 Red Group - A.S.K.

13. Functional Component Diagram
2 November 2005
CS 410 Red Group - A.S.K.

14. Project Objectives Design a friendly customer interface
Produce interface with inventory database
Design and organize queries to databases for product comparisons and search analyses
Create ability to notify customer of sales/coupons
Research and identify available technology needed and competitors
Design a user-friendly interface
Maintain a database of products with comparative capabilities
Integrate a map of the store tied to an inventory database
2 November 2005
CS 410 Red Group - A.S.K.

15. Pros Average of 7% return on incremental sales
Improve customer experience
24/7 service!
Provide efficient help alternative
Decreased wait time
Improved response time
Immediate gratification
Better inform customers of products available
Analyze the inquiry process
Keep customers, increase sales, succeed! 
Increased customer satisfaction = increased sales
Improve the customer’s in-store experience through an easier way to get help
Avoid bad customer service incidents caused by personality/emotional clashes
Inform customers of choices available in the store
COST will give customers an efficient alternative to a rude or unknowledgeable associate
Stores will be able to efficiently analyze what customers are looking for, what kind of customers they want, what makes them stay in the store, etc.
Keep customers, increase sales, succeed!
2 November 2005
CS 410 Red Group - A.S.K.
Kiosk Retail Kiosks [

16. Cons Complexity of administration and maintenance Customer reluctance
Associates might feel replaced
New tool, will they want to/be able to use it?
Big store = more products = bigger database = harder to maintain
2 November 2005
CS 410 Red Group - A.S.K.

17. What our product will do
Compare products
Provide product specifications and details
Analyze queries and hits/misses
Notify of stock availability
Locate products
Notify of sales/availability of coupons
Give customers an outlet for voicing in-store experiences
Future: thinking of having the ability to print out coupons
2 November 2005
CS 410 Red Group - A.S.K.

18. What our product will not do
Replace associates
Collect personal information from the shopper
Act as a point-of-sale device
Have autonomous inventory updates
2 November 2005
CS 410 Red Group - A.S.K.

19. Market Defined & Analyzed
Specialty retail stores such as:
Best Buy, Circuit City, CompUSA, etc.
Office Max, Staples, etc.
Beauty salon supply stores
Military equipment stores
Stores that sell high end products, $50 or more
Customer would benefit from the comparison and in depth knowledge of the terminal when shopping
2 November 2005
CS 410 Red Group - A.S.K.

20. Best Buy Market Analysis
Specific target market: Best Buy
$469 million – 2004 Yearly Net Income
830 stores in U.S. & Canada
21 stores in Virginia
109,000 employees
Households are putting out a significant amount of $ and the companies are making decent money as well, they have competition and do NOT want to lose their sales to another company
2 November 2005
CS 410 Red Group - A.S.K.

21. Competition Matrix
Few companies provide even half of the functionalities in the in-store experience for the customer that ASK will provide.
2 November 2005
CS 410 Red Group - A.S.K.

22. Technical Components Touch screen monitor ASK software
Thin clients
Inventory database interface
Internal database
Network connection
Server
MAKE THIS A PICTURE!!!!!!!!!!!!!!!!!!!!!!!!!!!!
2 November 2005
CS 410 Red Group - A.S.K.

23. Process Flow Anne Shopping for Camera
Help is limited due to poor service
Anne Starts A.S.K.
Main Menu
Locate
Compare
Find Discount
Anne Compares two cameras
A.S.K. Informs Anne
2 November 2005
CS 410 Red Group - A.S.K.

24. GUI View SHOW ASK solving the problem / change to ASK 2 November 2005
CS 410 Red Group - A.S.K.

25. GUI View (in depth example)
SHOW ASK solving the problem / change to ASK
2 November 2005
CS 410 Red Group - A.S.K.

26. GUI View (in depth example)
2 November 2005
CS 410 Red Group - A.S.K.

27. Management Methods Issues
Meetings
Communication
Work Distribution
Conflict Resolution
Overall decisions
Balance of input
Meetings twice a week, three times if necessary (fixed location and time)
Communication methods: AIM, yahoo groups for files and messages,
Work distribution: based on skills, ability, interests, time
Conflict resolution, odd # of team members, VOTE
2 November 2005
CS 410 Red Group - A.S.K.

28. Work Breakdown Structure
Meetings twice a week, three times if necessary (fixed location and time)
Communication methods: AIM, yahoo groups for files and messages,
Work distribution: based on skills, ability, interests, time
Conflict resolution, odd # of team members, VOTE
2 November 2005
CS 410 Red Group - A.S.K.

29. Risks 7 2 1 3 5 9 8 6 10 4 # Risk Mitigation 1 2 3 4 5 6 7 8 9 10
Database availability/integration
Effective interface & provision of alternate database if needed 2
Real-time lookup speed
Increased bandwidth, tuned database 3
Complexity of maintenance
Increase system stability 4
Inaccurate retrieved data
Add level of data verification 5
Server load
Backup server 6
Competition meets needs
Do it faster! 7
Unforeseen testing expenses
Alternate sources of funding 8
Customer acceptance
Make it easy to use 9
Network downtime - 10
Power outages 7 2 1 3 5 9 8 6 10 4
Likelihood
Do they have a database? If not, we can provide! Do they have an integratable database?
Consequence
2 November 2005
CS 410 Red Group - A.S.K.

30. Major Resource Issues
Limited financing – funding before initial contract
Existing manufacturers meeting our production needs
Adhering to the schedule
Acquiring necessary staff and experts
Initial funding needed for development before contract has been received
Someone else does it before us/better than us
2 November 2005
CS 410 Red Group - A.S.K.

31. Monetary Feasibility Cost per Unit
+ $2,000 per additional terminal
Terminals (5)
Server
Networking Components
Software
This is “what’s in the box” and an estimate of the cost to the customer.
If database isn’t available, one can be provided for extra cost. ($40,000 for an Oracle database)
2 November 2005
CS 410 Red Group - A.S.K.

32. Customer-Operated Kiosk Market Data
Obvious success of kiosks, growth, and market
2 November 2005
CS 410 Red Group - A.S.K.
JBS Interactive [

33. Forum/Expert Feedback
Of 550 people surveyed, 85% would go to a store if a A.S.K. was available
Managers at Radio Shack, Best Buy, and Office Max expressed interest in a product that would provide the functionality of A.S.K.
2 November 2005
CS 410 Red Group - A.S.K.

34. A.S.K. will greet Anne positively Anne wants a positive connection
A.S.K. will record Anne’s needs, wants or problems
Inform Anne
Invite Anne back with incentives
2 November 2005
CS 410 Red Group - A.S.K.

35. Conclusion Poor customer service is a problem A.S.K. will:
Improve customer’s in-store experience
Help the store better meet customer needs
2 November 2005
CS 410 Red Group - A.S.K.

36. 2 November 2005
CS 410 Red Group - A.S.K.

37. Backup 1: Reasons Businesses Fail
10. Over-expansion. The need to get there first or to demonstrate revenue growth to anxious investors leads businesses to grow too fast.
9. Poor Capital Structure. Companies take on too much debt… Enough said!
8. Failure to Control the Controllable Costs. Businesses spend down the initial cash before it is flowing in at a positive rate.
7. Failure to Prepare for Volatility of Uncontrollable Costs. For example, energy, materials, labor, or insurance.
6. Add New Products or Divisions that Drag Down the Profitable Ones
5. Poor Internal Controls and Execution — customer service, accounting controls, theft, fraud
4. Poorly Designed Business Model
3. Reliance on Critical Financing that Dries Up
2. Failure to Adapt to a Changing Market
AND THE #1 REASON? Management in Complete Denial…
Thin client and monitor are dependent on how many the store needs. This estimate is for one terminal.
2 November 2005
CS 410 Red Group - A.S.K.
Belmont University: Center for Entrepeneurship 09/22/2005 [ ]

38. Backup 2: Estimated Cost Per Unit
Price
Network Switch (up to 24 ports)
$550.00
Thin Client & Touch Screen Monitor (x5)
$7,495.00
Server (x2)
$10,000.00
Network Integration Materials
$500.00
Unit Housing (x5) $
Database License (MySQL)
Free!
Overhead
$60.00
Total Cost
$19,605.00
Added cost per additional thin client & touch screen monitor (each)
$1,699.00
Thin client and monitor are dependent on how many the store needs. This estimate is for one terminal.
2 November 2005
CS 410 Red Group - A.S.K.
Dell.com [ Tigerdirect.com[
Cisco [

39. Backup 3: Monetary Feasibility#
Man Months
Salary
Project Manager 1 10
$67,206.00
Marketing Analyst
$28,000.00
Software Engineer 2 20
$85,218.00
Hardware Engineer 4
$15,629.00
Testing Engineer 3
$21,304.00
Technical Writer
$3,386.00
Legal Assistant/Lawyer
$12,647.00
Administrative Staff
$24,109.00
Total Development Cost
$388,130.00
2 November 2005
CS 410 Red Group - A.S.K.
Salary.com Average National Salaries [

40. Backup 4: Kiosk Acceptance
2 November 2005
CS 410 Red Group - A.S.K.
JBS Interactive [

41. Backup 5: Competition Matrix
Features offered at stores available only to associates.
2 November 2005
CS 410 Red Group - A.S.K.

42. Backup 6: Scope
Through research, we found that Best Buy, Radio Shack, Circuit City, and the rest of these specialty stores do have an existent inventory database in place.
Specifically, Best Buy and Radio Shack use Oracle databases to manage their inventory
Sources:
2 November 2005
CS 410 Red Group - A.S.K.

43. Backup 7: Forum Results Would you use A.S.K.?
85% of respondents (n = 550) said YES
Respondent Testimonials
“ You could change the way stores work forever with an idea like this. It's awesome.”
“I think the best part is the item location in the store. I've had countless times when I went into a best buy or circuit city already knowing exactly what I wanted, but then had to spend like 30 minutes finding it. The sales reps are sometimes helpful with this, but you can't expect them to know the exact location of everything, and this method would be much quicker and not waste a sales rep's time.”
Through research, we found that Best Buy, Radio Shack, Circuit City, and the rest of these specialty stores do have an existent inventory database in place.
Specifically, Best Buy and Radio Shack use Oracle databases to manage their inventory
Sources:
2 November 2005
CS 410 Red Group - A.S.K.

44. Backup 8: Time Feasibility
2005
2006
Sep.
Oct.
Nov.
Dec.
Jan.
Feb.
Mar.
Apr.
May
Concept Development
2 months
Research & Development
6 months
Construction
4 months
Testing
3 months
Implementation
2 November 2005
CS 410 Red Group - A.S.K.