Technology has developed so rapidly in the last decade, and it is assumed that the following few decades will be all about understanding the relationship between humans and technology. Technological inventions are expected to change our lives to an even higher degree than before.

Because of this, it is important to start examining the potential effects that technology might have on each and every aspect of our lives. All the businesses now are quickly becoming completely automated, so we must ask ourselves how this affects our customers.

In this article, we will tackle the subject of digital vs. human factors when it comes to enhancing customer experience. Read on to discover the best ways to ensure the ultimate satisfaction of your customers and achieve the success you are aiming for.

Human factor in the digital world

Technology has greatly changed the expectations of consumers, so companies are trying to use it in every way that they can, to both facilitate their work and to achieve customer satisfaction. However, that doesn't mean that the human factor should be overlooked. In fact, it is strongly recommended not to lose sight of just how the human factor is important for customer experience.

According to Forrester, "companies should put human needs over technology, bring innovation into the heart of the business, rely on KPIs that make sense to what you are trying to achieve, and strike a balance between customer needs and those of employees and society".

Although it is not entirely possible to accurately predict future developments in the world of technology, it is obvious even now that, in many areas of life, machines will replace humans. Even the hospitality industry is not safe with the recent developments in AI.

Having said that, it is probably safe to assume that humans will still prefer to interact with other humans instead of chatbots or actual robots as nothing can replace empathy, compassion and understanding, which is something machines are incapable of. From this point of view, humans are irreplaceable when it comes to dealing with customers directly.

Digital factors

When we talk about digital factors in the context of customer experience, we are, of course, referring to a number of technologies designed to automate dealing with clients and make the overall customer experience better. For instance, hotel managers might implement hotel reputation software to help them get an insight into their customer experience and improve their reputation and online presence.

Another great example is hotel PMS which is nowadays used for a wide range of functions such as booking reservations, billing, food and drinks operations, housekeeping management, revenue management and anything else that might affect online hotel reputation management.

Apart from software solutions, digital POS (Point of sale) systems have become increasingly popular in the last few years. It is said to be one of the most effective marketing methods that can help you provide your audience with engaging content related to your brand or services.

Digital POS has turned out to be a great solution for all kinds of industries, as it offers numerous benefits, such as:

  1. Seamless integration – Digital POS systems can integrate with your accounting systems and manage various kinds of data.
  2. Streamlining payments – Instead of having to go through a time-consuming process when it comes to payments, this system enables you to process transactions the moment they happen.
  3. Reduction of human error – Having to track your inventory manually can be a real drag. However, with the help of digital POS, you can track sales in real time as they happen, without involving any manual work.
  4. Customer relations - Digital POS enables you to improve your customer experience by maintaining adequate staff and stock.
  5. Distribution to online channels – It allows easier distribution to online channels. Having a direct distribution channel helps you to sell your services or products directly to the end users, without the need of a middleman.
  6. Services and facilities via mobile – When it comes to in-room entertainment, more and more customers prefer to rely on their mobile devices. Radio, television and other forms of entertainment provided by the hotel are becoming obsolete to the customers as they can stream videos and music on their own devices. One survey found that up to 55% of customers said that the availability of mobile content has an impact on their decision to stay.

As you can clearly see, the options for improving the customer experience digitally are practically limitless as there are many more software systems designed specifically to deliver a seamless customer experience.

Finding the right balance

In conclusion, when we learn how both human and digital factors contribute to customer experience, it is safe to conclude that the best option is the right mix between these two. Although hoteliers rely on technology to make sure their clients' desires are fulfilled, the importance of the human connection cannot be emphasized enough. The quality of interactions your clients have with your staff impacts how they will rate your customer service.

According to Marko Vucinic, Senior Vice President and Acting Head of Hotels and Hospitality Group at JLL Middle East and North Africa, "Some hoteliers want to have technology features because that's what people increasingly expect, but they need to maintain a human factor as that's what guests are paying for. Hoteliers need to figure out the right balance for their particular product and decide which functions can be automated".

Moreover, we have to realize that the goal of technology is to contribute to the overall customer experience, without replacing human interaction, which still remains invaluable. Digital factors add up to the experience of the guests, while human factors turn a great experience into an even better one.