Recently I ate at a restaurant that has begun to experiment with electronic interface on the table. This LCD monitored hub place at the end of the table became the topic of conversation. “What is this for?” “Beam me up Scotty” were just some of the quips to be had. A nice young lady approached the table and synced her watch with the unit and began to explain it.

This is an interactive tool that lets you contact me if you need me and it will provide you an opportunity to fill out a survey on your experience today as well as contact the manager should you need to speak to him”, she explained. This hockey puck is connected to a server in the back of the house that notifies the server with a vibrating LCD wrist watch whenever the table presses the “See Server” button. The same signal is sent to the manager if his button is pushed. The read out on the watch tells whoever is being hailed which table is requesting assistance. Once the person hits the table and resolves whatever maybe the issue. The watch is the “synced” again with the receiver to confirm the issue has been addressed. Pretty slick huh?

Finally the survey came up on the screen about 15 minutes into our dining experience and asked the obligatory questions like “How would you rate your overall satisfaction today?” and How would you rate the quality of your service today?” Once the survey is complete is sent to a monitor in the kitchen for everyone to see the ongoing results of the food and service for the last hour. Talk about real time reporting. Everyday this report is rolled up into a overall report, populated by the previous days and weeks to see how the restaurant is operating on an ongoing basis. Ah Technology.

Don’t get me wrong. I am a tech guy. I love gismos and bright shiny new stuff just as much as the next guy but I worry about the personal aspect of this. In this day and age, the trend in every sector is moving to a technology based solution. Tracking, managing, and reporting are being handled by CRMs, databases, and servers at lightning fast speed and will continue as it is a way to leverage the power of computing and work smarter not harder. When will we have computers or a program address guest issues?
Can you imagine a time when as a guest at the restaurant I just spoke of, had an issue. Since the operation had become automated, the company decided to reduce the number of staff on: fewer employees and fewer managers. Starting to feel the pressure of being everywhere at once, the manager asks for a program to be written to help clarify the guest issue at the table to speed up the guest interaction time. “If I knew what the problem was I could have a solution before I made the table”. Quicker, smarter, and more efficient, right? So the interactive coaster on your table asks, “What is the nature of your issue?” or “How may we be of service?” The guest selects on of the say ten or so most common complaint issues and sends to the manager. The manager approaches and already has an idea of the issue and because he is pressed for time, quickly attempts to resolve the issue without expressing empathy or compassion to the guest for the substandard service or product. Do you think this could happen? Will this improve service, thus loyalty to a brand through a technology portal?

The big push in service today is for automation. There are many fine companies out there that are offering technology solutions to major hospitality providers and are doing quite well. The argument is if the public as a whole is becoming more technologically-savvy than so should lines of communication with their favorite brands and service providers. Open up the lines of communication with your guests and build a relationship stronger than that of just a customer. Improve the accessibility of information to the guest before they make their decision about where to eat and where to stay. It’s called leasing the greatest sign in the world: “Top of Mind” recognition. I agree that marketing is important and that all of these previous arguments are valid and have a place in today’s business landscape, I just don’t want it at the most critical point in a business relationship: The conflict.

When I have an issue, I would like to speak to somebody who cares if I have an issue and is genuinely concerned with resolving it. I do not want a program or an iPhone app to make things run smoothly. I don’t want to tell a computer to tell someone else that I have an issue. I want a human being to care enough about my business to check on me personally. Building face to face, real relationships is far more important and lasting than the latest tool to “help” my experience. I will drive past 10 places of business to go to a place where I have a relationship with a service provider and spend my money their regardless of price.

I am sure there is a GPS that can find that place for me.