'Rampant issue': Author exposes ‘mediocre customer service’ as technology advances
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In an era when self-service checkouts are becoming increasingly prevalent, an author has highlighted a 'rampant issue' that has sparked a conversation about the need for a 'crucial' change in the retail landscape.
As we navigate through our daily routines, from refuelling at the petrol station to grabbing groceries at the supermarket, the quality of service we receive can significantly impact our overall experience.
But what happens when that service starts to dwindle or, in some cases, disappears altogether?
The rise of self-serve checkouts has been a divisive topic. For some, they represent convenience and efficiency, allowing for a quick in-and-out shopping experience without the need for human interaction.
Yahoo! Finance contributor and author of The Future of Service is 5D Jaquie Scammell highlighted one scenario.
‘Look, for example, at Joe Salanitri’s recent video, “Employee of the Month”, which went viral. In it, the Melbourne comedian slammed a supermarket retail giant for making him “work for his groceries” via the innovation of self-service checkout lanes,’ she said.
‘His idea of outstanding service seems to be having a human service attendant scan his purchases and pack the bags (without squashing his grapes!)—to do the work for him. Fair enough.’
The shift towards automation and self-service has been accelerated by technological advances but also by the global pandemic, which has forced changes in how businesses operate.
This, according to Scammell, made human-to-human service interactions become bothersome, raising to points.
‘Mediocre customer service interactions are rampant in Australia. Very few brands and businesses stand out for their outstanding service interactions,’ she said.
‘And we customers have all become, well, accustomed to poor service.’
‘When, once in a blue moon, we do have an outstanding interaction with a fellow human—someone who smiles, listens, uses their pleases and thank yous, makes us feel seen and heard and asks great questions to be helpful—we’re surprised and feel like this exceptional being must be from another galaxy.’
While she may be ‘slightly dramatic’ about these points, Scammell pointed out that ‘the term “customer service” certainly doesn’t evoke the same enthusiasm as it did five years ago’.
Scammell said that regardless of staffing shortages, supply-chain disruptions, and a push to reduce costs, service died.
‘It’s part of human evolution for societal norms and values to change, influencing the standards we expect from the world,’ she said.
‘But the changes from a pandemic are often accelerated and forced—at least, that’s what it felt like to me, having lived through this one.’
‘So, it’s no surprise that people’s expectations of themselves, others and the brands and businesses they interact with have altered in the wake of COVID-19.’
‘But have we lowered our expectations forever? Will service bounce back, or does it need a complete overhaul?’ she added.
The 'rampant issue' exposed by Scammell is not just about nostalgia for the past; it's about the quality of our present-day shopping experiences.
‘The saying “What got you here won’t get you there” has never been truer,’ she said.
‘With every death, there is a birth, and we are birthing something new.’
‘It’s a wonderful time to be alive and be of service to each other, no matter what we do.’
She noted that new ways of thinking should be used to lead organisations and ‘lead a new way of serving customers’.
She suggested narrowing in on technology and humans' roles ‘to influence the future of service’ and that there's a 'sweet spot' where both can coexist.
‘Ultimately, the future of customer service is a fusion of technology and human touch,’ she said.
‘Businesses need to decide what points of their customer journeys are high tech and what points are high touch.’
‘Advanced technologies enhance efficiency and accessibility, yet the human element remains crucial. But how well are we developing, strengthening or even simply recognising the human dimensions of service?’
However, Scammell noted that customers should also commend service professionals.
‘Perhaps we customers also need to praise and recognise service professionals more often when they deliver us outstanding service: to show businesses what we truly value when we spend our hard-earned money,’ she said.
Do you miss the human interaction when at the checkout, or do you embrace the convenience of modern technology? Share your experiences and thoughts in the comments below!
As we navigate through our daily routines, from refuelling at the petrol station to grabbing groceries at the supermarket, the quality of service we receive can significantly impact our overall experience.
But what happens when that service starts to dwindle or, in some cases, disappears altogether?
The rise of self-serve checkouts has been a divisive topic. For some, they represent convenience and efficiency, allowing for a quick in-and-out shopping experience without the need for human interaction.
Yahoo! Finance contributor and author of The Future of Service is 5D Jaquie Scammell highlighted one scenario.
Jaquie Scammell shared the situation of customer service as a 'rampant issue'. Credit: Shutterstock
‘Look, for example, at Joe Salanitri’s recent video, “Employee of the Month”, which went viral. In it, the Melbourne comedian slammed a supermarket retail giant for making him “work for his groceries” via the innovation of self-service checkout lanes,’ she said.
‘His idea of outstanding service seems to be having a human service attendant scan his purchases and pack the bags (without squashing his grapes!)—to do the work for him. Fair enough.’
The shift towards automation and self-service has been accelerated by technological advances but also by the global pandemic, which has forced changes in how businesses operate.
This, according to Scammell, made human-to-human service interactions become bothersome, raising to points.
‘Mediocre customer service interactions are rampant in Australia. Very few brands and businesses stand out for their outstanding service interactions,’ she said.
‘And we customers have all become, well, accustomed to poor service.’
‘When, once in a blue moon, we do have an outstanding interaction with a fellow human—someone who smiles, listens, uses their pleases and thank yous, makes us feel seen and heard and asks great questions to be helpful—we’re surprised and feel like this exceptional being must be from another galaxy.’
While she may be ‘slightly dramatic’ about these points, Scammell pointed out that ‘the term “customer service” certainly doesn’t evoke the same enthusiasm as it did five years ago’.
Scammell said that regardless of staffing shortages, supply-chain disruptions, and a push to reduce costs, service died.
‘It’s part of human evolution for societal norms and values to change, influencing the standards we expect from the world,’ she said.
‘But the changes from a pandemic are often accelerated and forced—at least, that’s what it felt like to me, having lived through this one.’
‘So, it’s no surprise that people’s expectations of themselves, others and the brands and businesses they interact with have altered in the wake of COVID-19.’
‘But have we lowered our expectations forever? Will service bounce back, or does it need a complete overhaul?’ she added.
The 'rampant issue' exposed by Scammell is not just about nostalgia for the past; it's about the quality of our present-day shopping experiences.
‘The saying “What got you here won’t get you there” has never been truer,’ she said.
‘With every death, there is a birth, and we are birthing something new.’
‘It’s a wonderful time to be alive and be of service to each other, no matter what we do.’
She noted that new ways of thinking should be used to lead organisations and ‘lead a new way of serving customers’.
She suggested narrowing in on technology and humans' roles ‘to influence the future of service’ and that there's a 'sweet spot' where both can coexist.
‘Ultimately, the future of customer service is a fusion of technology and human touch,’ she said.
‘Businesses need to decide what points of their customer journeys are high tech and what points are high touch.’
‘Advanced technologies enhance efficiency and accessibility, yet the human element remains crucial. But how well are we developing, strengthening or even simply recognising the human dimensions of service?’
However, Scammell noted that customers should also commend service professionals.
‘Perhaps we customers also need to praise and recognise service professionals more often when they deliver us outstanding service: to show businesses what we truly value when we spend our hard-earned money,’ she said.
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