What Matters More for Customer Experience: People or Technology?
— 5 experts shared their view
The last few years have forced companies to adapt more quickly than ever to changing customer expectations in terms of technology. Hospitality is no exception, from mobile room keys to automated notifications across guests' channel of choice (text, email, phone) to inform them of things like confirmed bookings and reservation changes. Yet it's the people customers interact with that usually leave the greatest impression: the front desk worker, the support team member, the event planner. In today's digital age, what role do people play in service strategies? How important is the human touch for delivering meaningful customer experiences?
In a nutshell, how have the strategies of hotel companies changed in the last few years to balance people and technology?
Hospitality Leader and Guest Experience Expert
For the last decade or so, there's been a huge debate between man vs. machine in business. The way I see it, it's man and machine. When approached correctly, the two go hand-in-hand. Artificial intelligence (i.e. robotic process automation, machine learning) can perform tasks faster than any human can, yet people have the ability to express emotion in a way that technology simply can't. Technology helps serve customers more efficiently, but the human touch is still needed for delivering meaningful experiences that matter.