Are Smart Things Really Smart or is it Just Smart Marketing?

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Earlier this year I wrote about the impact of AI and ML on digital marketing. The article is called “AI and ML are Taking Digital Marketing to the Next Level.” In it, I compared the positive and negative implications of technology for customers and companies alike.  So this week I wanted to write about the impact of smart choices for business in general.

We seem to be surrounded by smart things: smartwatches, smart clothing, smart cars, smart houses and smart appliances. But are they really that smart? 

The reason for my question is that an article entitled “Taking ‘Smart’ Out Of Smart Things” by Chuck Martin made me think about whether “smart things” really are that smart, or whether it’s something else that’s making them appear smart?

So here are my views on it. Feel free to add your own opinions in the comments below, I would love to start a discussion on “smartness”.

 

The Age of the Customer and the Fourth Industrial Revolution

In one of their older Customer Experience reports Forrester claimed that we are now in the Age of the Customer. This was music to my ears when I first read it, because as you know I’m a customer champion. However, The World Economic Forum reported a few years ago that we are now on the brink of the Fourth Industrial Revolutionwhich is blurring the lines between physical, digital and biological spheres.

In their article, they explain that

“The First Industrial Revolution used water and steam power to mechanize production. The Second used electric power to create mass production. The Third used electronics and information technology to automate production. Now a Fourth Industrial Revolution is building on the Third, the digital revolution that has been occurring since the middle of the last century. It is characterized by a fusion of technologies that is blurring the lines between the physical, digital, and biological spheres.”

Does this mean that people are becoming less and less important as technology takes over more and more areas of our daily lives – and value? Luckily no. The author, Klaus Schwab, Founder and Executive Chairman of the World Economic Forum concludes the article by saying

In the end, it all comes down to people and values. We need to shape a future that works for all of us by putting people first and empowering them. In its most pessimistic, dehumanized form, the Fourth Industrial Revolution may indeed have the potential to “robotize” humanity and thus to deprive us of our heart and soul. But as a complement to the best parts of human nature—creativity, empathy, stewardship—it can also lift humanity into a new collective and moral consciousness based on a shared sense of destiny. It is incumbent on us all to make sure the latter prevails.”

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When Hospitality is Not Hospitable. 5 Learnings for Every Industry

I had lunch last week with one of my ex-colleagues. We decided to try a new restaurant close to where she works. It’s only been open a month, and it shows. This hospitality outlet certainly has a lot to learn about customer centricity!

I was able to share our “adventure” with the proprietor when his manager (naively?) asked us if we had enjoyed our lunch. I don’t think she expected all the comments we made. However, she quickly called the owner over, who was extremely interested in listening. He heard our detailed description of our time there with patience and encouragement, asking lots of questions as our tale unfolded.

I therefore, thought I’d share our experiences as they are useful lessons for anyone who wants to be more customer centric. Whether you are in hospitality or not, putting the customer first makes good business sense.

 

Restaurant arrival

Welcome your customersThe restaurant is situated in a new shopping precinct and therefore still has to increase its awareness and make a name for itself. This is important, as many of the issues we had should have been sorted out during the first month since they opened.

It was a warm, sunny day and the restaurant had two attractive terraces laid out for lunch. No-one was there to greet us, so we went inside and asked to be seated. I should mention that we were relatively early and only three other tables out of the more than 40 were occupied.

The Maitre d’ showed us to a small table for two, squashed between other larger tables. When I asked if we could have another table on the edge of the terrace, my request was met with disapproval. The restaurant was not full  and they obviously didn’t expect to be on this midweek lunchtime. Only about a half of the tables were laid out for lunch. I therefore, requested again that he accommodate our desire. He grudgingly accepted, adding that we’d have to move if someone else wanted the table! Of course we would!

 

Our order

As we sat down the maitre d’ asked if we would like an aperitive. We said no, but I ordered sparkling water and my friend still water. One of the waiters quickly came back but with a liter bottle of sparkling water. Being thirsty, my friend graciously accepted to drink the sparkling water. In fact, it was poured out before she could say anything.

I hadn’t seen my friend in many months, so we had a lot to discuss and catch up on. Therefore not surprisingly we took time to choose amongst the multitude of dishes, which were all new to us. Our final choice was not facilitated by the menu being on a tablet. It was already difficult to read outdoors. In addition reviewing and deciding amongst the many dishes involved multiple clicks. We had to skip back and forwards to make our choice amongst the many different and somewhat arbitrary subgroups.

Customer choiceIf only someone had thought about their clients’ needs, the menu would have been laid out far more logically. Continue Reading

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