By Gary Shapiro | Thoughts on Innovation
The news is full of accounts of how Artificial Intelligence is affecting our lives. In some cases, it is replacing what I call corporate or real intelligence.
Too often, corporations display little or no intelligence. If they’re trying to offend customers, many of them are doing a fantastic job.
As an example, one local store has been charging 10 cents for a grocery bag. Their goal was probably to demonstrate an eco-friendly environment or sensitivity since they promote themselves to be a farmer’s market.
I don’t think it has had the intended result or achieved their goals.
I believe most people aren’t keen on paying for bags. It’s insulting. They think the store should provide a bag.
I believe an unintended consequence is that customers are no longer walking down the aisles and filling their shopping cart with impulse items.
Instead, I think their shoppers are more likely to only buy one or two items that they can carry out of the store without using a bag.
Now, the situation there is getting even worse.
Fundamentally, one of the reasons why shopper’s frequent farmer’s markets and similar stores or venues is they are not looking for a high-tech experience.
Think about the attraction of going to a donut shop and watching them glaze the donuts. Think about the local pizzeria who still hand tosses the dough in the air so you can watch your pizza being made. Think about the restaurant that offers table side food preparation.
Those techniques are highly psychological, compelling, strategic, effective, and loved by consumers.
Now, the corporate wizards have installed kiosks, so you have to order your six-dollar “to go” sandwich on a computer screen.
Their new process leads you through a series of questions about bread type, meat, cheese, toppings, and condiments. You check various boxes. It’s the same information you previously gave to one of their real-life sandwich makers.
Now, you enter your name and phone number, and the store will text you when your sandwich is ready. Frankly, it’s not what I want to do or why I went there.
I’d rather talk to Dawn or any of her other talented crew members to order my sandwich and watch it being made. “Throw on some extra onions, go light on the mustard”, etc.
In my mind, society is ripe for businesses to improve their personal touch. Show us you appreciate our patronage. Don’t depersonalize the event or make us feel unimportant.
Here’s what I do.
Rather than do self-checkout at Frys, I prefer to take a few extra minutes and allow Chrissy or Lynn to scan the items in my cart. Rather than do self-check out at Home Depot, it’s an even better experience to have Debra recognize me as a regular customer and ring up my items.
One of the historic charms of a neighborhood restaurant in Scottsdale was the chalkboard listing today’s specials. Now, they have added TV screens. Some things are better left the way they were.
You can call me a dinosaur and say times are changing. Okay, that’s fine with me.
However, I’ll be the first to tell you how important I feel when I walk into the lobby at Desert Financial Credit Union or First Bank and the tellers say, “Welcome Mr. Shapiro” and already have my account information punched up.
I’ll be the first to tell you how special I feel when I walk into the Canton Dragon Restaurant in Scottsdale and the server on duty says, “Hi Gary”, automatically brings me an iced tea and asks if I am going to order my regular luncheon favorite. They know I like brown rice, and hot and sour soup.
The best ways to treat customers and to encourage loyalty has never changed. It doesn’t need to change. If anything, it needs to be polished and enhanced.
The actor who played Norm on the TV series “Cheers” recently died.
“Cheers” would have been an absolute flop if Sam and Woody treated Norm and Cliff as strangers or next-in-line numbers.
Life is about celebrating and treasuring our relationships.
Editor’s Note: Gary Shapiro is a Scottsdale Charro, longtime Realtor who owns his own brokerage and lifelong community steward of Scottsdale
