Developing a Typology of Requisite Skills For Financial Services Employees to Enhance Self-Service Technology Usage: The Case of the South African Banking Industry
Financial services institutions invest in self–service technologies for various reasons. These include the demands
to rationalise costs and to meet the channel preferences of a ‘technology-savvy’ client base. Some advantages of self–service
technologies (“SSTs”) include the optimisation of staff activities and faster and improved customer services. Retail banks
experience various migration-related costs when migrating customers to an SST environment; in terms of both branch
infrastructure and the development of employee skills. This study aims to both identify and classify the requisite skills
needed by financial services professionals to enable them to migrate customers from physical to electronic service channels;
including ATMs. A ‘mixed method’ approach was used to capture the data. LISREL and AMOS were used for checking of
distributional assumptions, imputing data for missing observations and calculating summary statistics. The research
concluded that employees need to be sensitive to possible resistance from clients to using new technologies and employees
should be trained on how guide clients in non-judgemental ways. Special attention should be given to the customer’s right to
select the channel of their choice. Therefore, institutions should guard against any directive to ‘force-migrate’ customers to
new digital platforms as a business policy.
Keywords— Self-service technology; electronic channels; up-skilled; customer experience; migration; adoption; Automated
teller machine; prerequisite skills; usage; ease of use.