Are You Engineering the Customer Experience Out of Your Business?

This is the era of automation and artificial intelligence. Amidst all the support and advantages that the advancing technology has brought to our lives, there emerges a pertinent concern on whether revolutionizing technology would lead to unemployment. As a significant issue, could technology adversely impact and take away the customer service experience?

Face to Face customer service


The one-to-one customer service has its own charm and benefits. For instance, imagine yourself at your favourite eatery, where instead of counters where people would be ready to help you place an order, you must do it all by yourself on a digitally enabled touchscreen. In fact, to many, this sort of an arrangement could appear as inconvenient and challenging. Replacing human faces with a poorly designed interface could rather be appalling to some, especially when it involves spending a lot of time choosing an item and its corresponding icon.

Self-Operating Devices


The concept of self-operable kiosks is becoming quite popular across the world today. Not only restricted to the food and restaurant business, automated counters are central to the UK online casino industry as well. Compared to the brick and mortar casinos where people would interact with live dealers in real time, the online gambling at Monster Casino provides a virtual interactive platform to the players that exactly feels like as if they are playing in a real casino hall. Services are machined in a manner that you can also interact with robots across the counters. However, imagine you order your food at your favourite joint and after you’ve managed to sit with your food, you realise that your skipped requesting the machine for your drink. So, you must fetch the drink for yourself from the dispenser as there’s no one around to call out for.

What are the benefits?


Interestingly, this change is not precisely centric to reducing the number of employees. You could possibly arrive at a similar headcount, where the same people earlier across the counters could now be spotted helping customers with the kiosks or at times delivering food to the tables. The probable motive behind this arrangement is to ensure that you order as well as eat the food as quickly as possible and make a move to allow the other customers in the queue a space. Sometimes, the kiosks could also get a little difficult with the process not being expressed well, thus confusing or frustrating the customers.

Automation could be kept simple


Though there are several pros to this kind of automation, the flip side of this technology is that it doesn’t add to the customer experience. The customer service desk and personnel only interact when the customers wish to express their frustration. It would rather be clever to stick to preserving the customer experience and automate areas that really need mechanization. For instance, at the airline check-in kiosks, retrieving your flight information, printing boarding passes and generating baggage tags are all automated; however, there are people standing to check your IDs and handbags to people behind the counters. You can interact with these people which make for a much more comfortable experience.

The cons of automated customer-facing activities should benefit the customer experience rather than being designed in a manner to only profit your business. Activities that need personal attention must be mapped and identified and those that are not suited to be completed by machines should be segregated and accordingly handled. After all, your business will benefit only if it delivers an enhanced experience to assist customers rather than drive them away.

All opinions expressed on USDR are those of the author and not necessarily those of US Daily Review.
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