In our increasingly digital age, we are all held fast in the grip of technology – whether we like it or not. Our every move is tracked, from the groceries we buy to the TV we watch. One of the few remaining places where we can escape for a while and enjoy personal, human-centred service is the hospitality sector.
Yet hospitality is facing a perfect storm. First there’s austerity, high rents and hikes in business rates. Then there’s the rise of tech-based companies – accommodation-sharing sites such as Airbnb, delivery apps such as Deliveroo and subscription recipe box services such as Gousto. Finally, there’s reduced footfall in town and city centres caused by the decline in retail.
What works
In some areas food and drink is being used to seed regeneration. In Altrincham, in northwest England, the town centre’s market house has been transformed into a communal dining hall of independent kitchens, bars, restaurants and coffee shops. This led to a sharp increase in footfall, a reduction in vacancy rates and lured brands such as JD Sports and Nando’s into the town’s shopping area.
However, this success will be tough to repeat in other areas. As journalist Tony Naylor wrote in an article on the town’s transformation, ‘Craft markets are great but where does your nana go to buy a washing line?’
There is one key thing we can replicate from Altrincham’s success though: community spirit. The joy and purpose that come from meaningful human contact.
To create an atmosphere similar to that found in Altrincham, you may not be able to change where your business is situated – what happens on the outside. But you can change what happens on the inside. You can recreate that feeling of being in the heart of a community by providing stellar customer service. Which in turn generates a loyal customer following.
To do this requires the perfect balance of technology and human contact. Which is more difficult to achieve than it sounds.
Rely too much on technology and the balance shifts one way – fast and efficient but with no soul or warmth.
Use too little technology and, while you’ll undoubtedly have a human focus, the balance swings to inefficient with less value to your business as whole.
What doesn’t work
The Oxford Dictionary definition of hospitality is: the friendly and generous reception and entertainment of guests, visitors, or strangers.
To succeed in the hospitality industry you need what only people can bring to customer service – human connection, understanding, empathy, cultural recognition, humour, warmth and intuition.
Technology can – and should – support and enable people to provide the best service possible. It should not act as a substitute and replace people in entirety.
However, right now we’re going too far down the technology route and are in danger of tipping the balance even further. For example, earlier this year I tried to have a meal in a restaurant at a major UK airport that relied on a skeleton staff and expected customers to order and collect their food themselves. Needless to say I ate elsewhere and when I returned to the airport recently the restaurant had closed.
And only last night I sat in awkward silence while a waiter struggled to place my simple order of one beer and one risotto using a tablet. I saw them repeat this struggle at another table immediately after. It would have been so much quicker and more comfortable for me and their other customers if the waiter had used a pencil and paper to take our orders and had recorded them electronically later, away from the table.
How to stand out
Automating some of what you do will allow your staff more time to give your customers great service – to connect with them and generate customer loyalty. So yes, automate what you can to improve efficiency but not to the extent that you lose the human touch. Use technology to support your customer-facing staff, not replace them.
And make sure your team is skilled enough to give your customers great service. Today, more than 120 million workers worldwide need training in skills such as communication, team work and critical thinking. If you make sure you have a well-trained, highly skilled, customer-focussed team, it’s likely you’ll be doing better than your competitors.
Because genuine human connection will set your service apart and win you loyal customers. So keep technology behind the scenes and people out in front.