Frontline Dichotomy
In the increasingly AI driven world of efficiency and ease the point of difference that systems and processes can provide are rapidly dwindling. Businesses are finding growing ways to replace human interaction with smart AI Bots and, when it works, this creates a smooth seamless experience that is fast and effortless. People like fast, smooth and effortless. “The easier you make it to do anything, the more people will do it” is a mantra I teach in a lot of my training. If you can remove all friction from a transaction it makes it easier. The challenge lies in the previsos: “when it works” and “If you can”.
People rarely rave about routine service that just works and happens automatically. We like it, but the real test comes when it all does not work as it is meant to and/or someone has a special or unusual request. If you rely awfully on AI or have untrained, inexperienced or unempowered people on your frontline this is when it can all go horribly wrong.
I know I have personally got the point of typing in chatbots, or repeating to automated phone answering services, “Please can I speak to a human. Please can I speak to a human. Please can I speak to a human.” There is that brief moment of delight when the system finally registers and says, “it looks like you need to speak to one of our service agents.” The next moment of truth then lies in how long you have to hold to speak to the person. This is then rapidly followed by the moment of truth when you ascertain how caring and competent the person is and how enabled and equipped they are to actually help.
In crafting your customer experience journey, never automate to the point of removing humanity. Great systems can reduce the amount of team members you require but to believe it can replace them completely is to open the door to a competitor who understands the dichotomy of ease and care. By all means use technology and leverage it to gain an advantage. Balance this with an elite team of frontline superstars who care, are curious, want to help, are solution oriented, and able to be friendly, polite and professional under pressure. These people are not born like this. They are trained and supported to deliver. Richard Branson captured this dichotomy well stating his philosophy is to, “Train the team so well they could leave at any time and treat them so well they never want to”. This concept of treating your people well is reflected in a Stephen Covey quote, "Always treat your employees exactly as you want them to treat your best customers."
Do your frontline team feel as important as your best customers? Are they trained to answer most questions and empowered to make sensible decisions that will create a great customer experience? Do you say your people are one of your main points of difference and are your actions aligned with your words? The future belongs to those who can master the tightrope of efficiency and personalised care that makes their customers feel seen, heard and valued!
