|Photo by yanyanyanyanyan|
Transacting at check-out is all about having a plush human exchange. This is where brand personality shines. For example, at my library there are a couple of librarians who lavish patrons with eye contact and smiles. People will cue up to have their books checked out by these librarians, while self-check-out is idle nearby.
In grocery stores, self-check-out is a bust. The process is clunky and riddled with errors that cause delays. Invariably the customer is forced to seek help anyway as the robot voice scolds them about unscanned items. It’s a downright punitive customer experience.
The trouble with some self-reliance technologies is that they are replacing something that people value more and more - positive human connections. More importantly, technologies that attempt to fix the problem of lousy customer service using the fig leaf of hip technology is an infuriating idea. When I saw this video about a mobile app for shoppers, I couldn’t help but wonder: what problem is this solving? Efficiency? Self-reliance? User freedom?
Or is it a techno-fix for bad customer service at check-out? The latter doesn’t need an app. It needs leadership.
See for yourself. Would you adopt this mobile app for your shopping trip?