Saturday, April 5, 2008

11:39 PM

10 Ideas that are Changing the World

#2 The End of Customer Service

Technology is the key in the evolution of customer service. Without technology, there would be no “self service” as we know it; no ATMs (automated teller machines), no conveyer-belt sushi at Japanese restaurants, and certainly no such convenience like booking flight tickets online.

Convenience: yet another key idea in diminishing human service. It cannot be denied that the relative ease and simplicity of using self service facilities attributed in its popularity. Logically speaking, it benefits both producers and consumers. For producers, say a restaurant, they no longer have to hire five waitresses; one is probably more than enough. All they need is the installation of ordering screens linked to the kitchen, as was mentioned in the article. In the long term, this means additional revenue for the restaurant, since they can save on the cost of labour, more can be spent on, say, furnishing the interior, hence attracting more customers. For consumers, self service favours them too. Now, they can order at their own leisure, with having to wait for their turn to have their orders taken. It’s a win-win situation. Machines are fast taking over the jobs of humans, and it is poised to be even more so in the future.

Does this mean the end of service industry? From my viewpoint, this is certainly not the downfall of human service. As I have pointed out, technology is what drives this idea that is changing the world. It is also this very factor that hinders machines from completely taking over human service, reducing service to no more than talking machines and “invisible salespersons”. Yes, the merits of technology bring unbelievable wonders, yet glitches are aplenty. Take for example the recent chaos and confusion happening at Terminal five of Heathrow Airport, UK. Recently opened (27 March 2008), Terminal five touted a mechanized, state-of-the-art baggage handling system, automated check-ins and the like. However, technology breakdowns led to misplacement of 28,000 bags, and loss of 16 billion pounds- by no means a small figure. This is one instance in which human service triumphs self service.

I believe that there will always be a need for human interaction. No way will consumers, whether present or future, take sole responsibility for collection of goods and services. Consumers may be playing along in the game of self service, but there are many services which simply cannot be substituted with machines and automated service, and consumers understand that. It winds down to something very basic: all humans enjoy the attention of another human being, a warm smile when taking your orders, or genuine concern over how a defective product is affecting you. This personal touch is what differentiates one shop from another, making a difference between purchasing a good or not.

Moreover, I disagree with the author that customer service has come to an end. Simply recall how often you hear complains about Singapore’s lousy customer service, about how the service industry cannot be compared to other countries. It can be seen that consumers are still receptive to customer service; it is not fading into oblivion just because there are alternatives in the way your goods and services are collected.

In conclusion, I feel that technology should be employed as a complement to customer service, not to take over such that the only service you get is self service. This is something, I personally think, should never change, no matter how advancement of technology leads to greater inventions in the league of self service.

kiawoon

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