Why Technology Changes Customer Expectations

What do you think of some of the tech trends of 2016? I am already seeing some gadgets advertised for next year too and it is definitely exciting. I wrote a blog a few months ago about technology and its relationship with human interactions. I got some great feedback, but I missed a fundamental issue. Whilst my blog covered how to make technology work for you there are still many more things to consider from the customer’s perspective. Undoubtedly, technology makes it easier to deliver customer service, but it makes it harder to deliver exceptional customer service, because whilst it helps on the one hand, it changes a customer’s expectations on the other hand. This is because it influences their perceptions of the experience. Therefore, when introducing technology, there are four things that organisations need to consider as part of the implementation process:

1. The customer doesn’t see any queues

Whether it be online orders for food, taxis, Uber, or even clothing, the customer gets what he or she wants in the comfort of their own environment and in a convenient way. Pressing the pay button, or send, or process now signals to them that they are in the moment, being served. So the expectation suddenly changes in terms of how quickly this product or service is delivered. It changes because the customer doesn’t see any other customers. They don’t realise what the backlog may mean to them because, in that moment, the technology makes them feel that they are the only customer. So when the reality sets in that things may take a little longer, that they are in fact in a queue, you can appreciate why their emotion changes. We have all been in the situation when we stand in a really long queue in a bank. Sure, it’s frustrating, but it has become accepted as a common stereotype of the industry. When we experience super-fast internet connection, but a website is slowed because of a significant spike in traffic, see how the emotion suddenly changes.

2. The customer is getting lots of free advice

For a moment I’d like you to imagine walking in to a supermarket where every customer is walking up and down the aisles shouting out their thoughts about the business. It’s acceptable that this wouldn’t happen, but the very opposite takes place over the internet. The power of search engines and the inquisitive nature of customers means that whilst they are engaging with your organisation, they are distracted by many of the other comments, reviews and feedback that are left publicly. Like when someone ruins the ending of a movie by telling you what happens, when you see feedback about something that was done for another customer, whether it be good or bad, the expectation automatically changes because you are influenced by others. The problem is you are not able to deduce whether it is fact or opinion.

3. The customer is averse to errors

How frustrating is it when technology doesn’t work. Is it because the technology isn’t working, or is it because the person isn’t using it correctly? Customers are so used to seamless technology, that when it breaks or isn’t available it can really make a difference because the perception is that technology is quicker, better and more efficient. Therefore, an error with technology, including a website going offline will create a far greater emotion in the customer than if they are inconvenienced inside a store or business. Although it doesn’t just end there. Imagine the customer has a positive experience with technology or online, but the human delivery of that portion of the service fails. This creates an even greater reaction because the customer has done everything correctly so is therefore more surprised when things don’t work out to their expectations. A common example would be to successfully make an order using the Uber app, whilst watching a driver get lost trying to find the address.

4. The customer needs attention

A human or emotional need still exists when a customer uses services online or with technology. They still need to feel valued by the organisation and they need to know that help is not far away, if they need it. Ordering food online needs to be backed up with a well-trained customer-friendly person making the delivery. If you dined in at a restaurant you would be less anxious than waiting in your lounge room for that doorbell to ring. So there still needs to be an element of positive surprise more than ever because unlike a face-to-face interaction where the customer walks away with what was paid for, there is a whole lot more anticipation when the online transaction is only half complete as the customer has not yet got what they wanted. In some instances, like booking flights online, this could occur almost a year in advance.

Chris Smoje is a customer service speaker, trainer, facilitator and founder of the DIME™ Customer Service approach. Chris works with organisations and their people to develop a common interest and excitement about delivering exceptional customer service results: www.dimecustomerservice.com