Am I alone in thinking that technology is slowly taking over human interaction? We are perfecting computer code that can anticipate and target our likes and dislikes, software that emulates and extrapolates from the work of master painters, and apps that use algorithms to write like humans. And it’s spilling over into in the area of customer service.
Real world story: Last week, I flew home to San Diego from New York’s JFK International Airport. It was early in the morning and I was starving, so I walked into the first restaurant I saw. On the center of every table, I noticed an iPad; however, I didn’t see any staff anywhere. I stood at the front of the restaurant looking for someone to seat me or for a sign telling me what to do. I finally realized no such person or sign existed, so I sat myself at a table and waited.
I finally saw employees hastily walking around delivering food to tables, but no one was taking orders. Therefore, I fumbled through the iPad on my table and figured 
out how to order breakfast—or so I thought. I paid $27, including tip. A tip for what, I wondered. After all, someone simply walked my food from the kitchen to my table. And all I had was a “made-to-order” omelet with fruit and coffee. A bit pricey, don’t you think? But, I was at an airport, right?
I had hoped the coffee would arrive quickly, but it didn’t. Eventually, a lady brings out my coffee—with no cream, which I had ordered on the restaurant’s iPad. So, she had to go back to the kitchen to get the cream, which took a while. In the meantime, I’m craving coffee and my cup is getting cold. The lady finally drops off the cream. She doesn’t stop. She doesn’t say one word.
Talk about NOT feeling special. I would have settled for NOT feeling like I was an annoyance!
When my food arrived, I immediately noticed the plate had potatoes, yet I had specifically requested—and paid for—fruit. I asked the delivery lady about the fruit, and she seemed annoyed at my request. A few minutes later, she brings me a small bowl of fruit.
Asking for more coffee—from anyone—was also a challenge. The delivery lady seemed annoyed at this, too.
I understand that technology can speed up any process, even the food ordering process, but is this really the way to treat people? I felt like processed cheese, not like a human being. Is this what the world is coming to? I hope not. I will NEVER return to that restaurant, no matter how hungry I may be!
Strategies that Turn it Around:
- Since customer satisfaction is driven by human connections, be careful of any technology that limits or eliminates human contact.
- If you must use technology to speed up or improve customer service, make sure the first and last touch points involve human contact.
- Concurrent to implementing technological strategies, always provide clear signage and/or instructions to assist customers who are not adept with technology.
- When employees DO INTERACT with customers, teach your reps to be friendly and helpful and to avoid acting like robots.
Remember: While technology adds to productivity and the bottom line, be careful if it limits or eliminates human interaction. How you make customers “feel” is what can distinguish your company from your competition.
What do YOU do to personalize your customer service transactions? I’d love to hear your stories in the comments section below.