A recent article on RetailWire.com posed a question about which of two customer loyalty strategies delivered greater ROI. Is it a customer service experience, or is it technology that integrates ease, simplicity and speed into the product? My answer to this is simple: Both!
Technology is amazing. Customer service is amazing. When you marry the two of them, you can have a winning combination.
But, consider this: A great technological system can’t replace good old fashioned customer service. And in most industries using technology to enhance the customer’s experience shouldn’t be overlooked.
For example, I believe that Amazon.com is a great technology company. Even if you never interact with an employee, you feel like you receive great service, until the technology fails.
But even when it does fail, it’s a simple matter of picking up the phone and dealing with one of Amazon’s very helpful customer service representatives. Amazon recognizes that even with their amazing system, they need the backup of the human support. And, by the way, when the customer is taken care of by the Amazon employee, they feel an even stronger connection.
I recently traveled to Singapore and stayed at a hotel that was as technologically advanced as any hotel I’d ever stayed at. There was an option for self-service check in to avoid any lines.
The keys to the room didn’t need to be inserted into the door handle. Just hold the key anywhere near the door handle and the door unlocks.