The human factor: Technology can’t work without people

[dropcap]T[/dropcap]here’s great excitement in Africa about technological leapfrogging. And so there should be. This is my third decade on the Continent, and it’s clear to me that the enabling power of technology is propelling us forward faster than ever before. But let’s be wary of regarding it as a universal remedy. And let’s remember to preserve humanity in the character of the brands we create.

One of the region’s emerging supermarket chains is currently embarking on a bold programme of differentiation. New look stores; and some really good evolution of their wine and delicatessen offerings is already attracting valuable customers. They also advertise online shopping and home delivery. These are all things that attract a busier and more moneyed middle class. But they have to work.

Last week a friend of mine ordered an emergency shopping list by phone. Emergency these days being defined as being on the way home from work and having forgotten to do anything about the evening meal. How times are changing.

Can you deliver on time?

The ordering process went well, with speed and clarity. Until the customer asked when she could expect the delivery. She was surprised to be told two hours. Surprised because the store she was talking to is less than a kilometer from her house. The reason, it transpired, was that her local store was not set up to do home delivery. So orders captured by them had to be fulfilled from a larger shop further way.

That’s perfectly understandable, but the brand had not explained that to the customer. Which in turn meant that a person had to. When your staff have to explain system parameters that disappoint the customer it a) demotivates them and b) annoys the customer. So before you make a broad claim, make sure that somewhere relevant to the customer (in store for example) you clarify the caveats.

To provide an interesting contrast, my friend then rang her local Italian restaurant. She’s a frequent customer for their pizza deliveries, and they recognised her. So, having the chutzpah of latter day Golda Meir, she asked them if they could help her out with a loaf of bread and some milk. They agreed, and 15 minutes later the essential items were on her kitchen table.

I very much doubt that the pizza restaurant wishes to get into the grocery business. But I highlight the incident here as it shows what value the human dimension can add. Competent human staff members recognise and value customers as individuals. Technology sees us all in binary terms.

I could apply similar observations to the banking industry, but I’d need to bite my tongue a bit.

There are few things that make you angrier than your hard-earned money being handled by people who really don’t care about you.

Technology gives bank staff the perfect opportunity to de-personalise their service even further. It seems to me that the more money banks invest in technology, the worse the service experience they provide. Modern banks are all built around a Central Banking System, a kind of automated Mammon. Sometimes that machine draws all the attention away from the customer. Then it protects itself further by encouraging customer communication via phone.

ALSO BY THIS AUTHOR

> WELCOMING A NEW STAFF MEMBER IN STYLE

> IS YOUR COMPANY HOSTAGE OF SEX SPIES

I don’t know about your experience, but for me this usually means being called repeatedly from a series of phone numbers I don’t recognise. And when I say repeatedly, I mean six or seven times in a row, regardless of how often I reject the call. Clearly the person on the other end has no concept of the way people are wary of unknown numbers. Or of how inconvenient it might be to be called until you finally break down and answer. Technology applied without sensitivity or relevance is a harsh tool.

My current bank has this problem, as it has become bigger and more successful, it has become markedly less convenient. Which is ironic, as its success as a brand was built upon reducing customer anxiety.

Africa has humanity by the bucket. From the highest to the lowest, our populations practice greeting and welcoming the most intractable stranger. We have not yet lost a genuine interest in the individual. In the value of a conversation; in the satisfaction of a good deed performed or a kind word spoken.

In this new era of technology-enabled brands, Heaven forbid that we part company with that.

Join the conversation with Chris Harrison at Compay Cultures blog

NEXT: QUALITIES THAT WIN THE HEARTS OF MODERN EMPLOYERS 

Latest

Whipped and Stripped! A Survivor’s Tale of Harrowing Brutality in a Mental Hospital

The lack of a long-term vision and inadequate resourcing of mental hospital infrastructures continues to take a toll on Kenya’s mentally ill patients.

Dubai Agency Picks Top Influencer Marketers to Lead Kenyan Operation

This strategic move is in line with indaHash vision to cement its presence in Africa, following its impactful footprint in South Africa since 2017 and successful collaborations with clients like the South African Tourism Board.

SportPesa to reward Customers in Cash-Filled Festive Promotion

Running from December 4th to 25th, the SportPesa campaign promises daily excitement with six lucky winners expected to walk away with Ksh5,000 daily.

Captain William Ruto: President’s Namesake With a Decorated Career

Captain William Kipkemboi Ruto is officially known by the name William Ruto, which also happens to be President William Samoei Ruto’s official name.

Follow Us

Newsletter

Don't miss

Tusker Oktobafest Rolls East African Cultures into One

From regional events across Kenya to inaugural gatherings in Uganda and Tanzania, and the Tusker Oktobafest grand finale in Nairobi, the festival harmonized traditions, celebrated diversity, and highlighted the rich cultural tapestry of the East African culture

Lupita’s Little Brother Junior Nyong’o Charting His Own Path in Acting

Junior Nyongó, who is also a musician and a DJ and now a graduate of UC San Diego with an MFA in Acting, is crafting his own solid path in the world of acting with roles in major theatre productions.

Safaricom To Power Tusker OktobaFest Beer Festival

Safaricom’s involvement in OktobaFest as a technology and payments partner will focus on fostering seamless in-festival connectivity, empowering the youth and Gen Z community through Safaricom Hook, and powering digital payments through M-PESA.

Music Producers Launch Organization To Streamline Recording Industry

Recording Industry of Kenya (RIKE) was launched on 9th October 2023. Registered in 2022 as a not-for-profit organization, RIKE aims to promote the collective interests of producers of sound recordings in the country.

Nairobi’s Hero Bar Listed Among World’s 50 Best Bars

World Best Bars: Hero Bar in Nairobi continues to climb the list, moving up six places to No.62 and Johannesburg’s Sin + Tax comes in at No.94. Dubai new entry Ergo is at No.69 and Melbourne’s Byrdi has re-entered the list at No.61.

Kenyan DJs Face Off In Smirnoff Battle Of The Beats Season 3

The Smirnoff Battle of the Beats Season 3, a DJ competition, is poised to unleash an unprecedented musical frenzy countrywide.

The Highs And Lows Of Betty Kyallo, Sisters Show As Season 2 Ends

Kyallo Kulture has always been, above all, about sisterhood, and in Season 2 we have witnessed the charm of it - the ups that gave us wholesome moments as the sisters led by Betty Kyallo spent time together.

DStv Beats CNN, BBC To Become Most Admired Media Outlet In Africa

DStv, MultiChoice Group’s leading broadcast service, has been named...

MultiChoice Revises Subscription Fees For DStv, GOtv

MultiChoice has announced price adjustments on some of their...

Octopizzo: How I Make My Money

"I've been doing this for 12, 13 years. It reaches a point where you no longer need to prove that you can make a hit record," he stated.
CHRIS HARRISON
CHRIS HARRISONhttp://www.thebrandinside.com
Chris Harrison has 31 years’ experience of building brands. Most of them spent in Africa. He leads the African operations of The Brand Inside, an international company that helps organisations to deliver their brands and strategies through their people. Email: [email protected]

Whipped and Stripped! A Survivor’s Tale of Harrowing Brutality in a Mental Hospital

The lack of a long-term vision and inadequate resourcing of mental hospital infrastructures continues to take a toll on Kenya’s mentally ill patients.

Dubai Agency Picks Top Influencer Marketers to Lead Kenyan Operation

This strategic move is in line with indaHash vision to cement its presence in Africa, following its impactful footprint in South Africa since 2017 and successful collaborations with clients like the South African Tourism Board.

SportPesa to reward Customers in Cash-Filled Festive Promotion

Running from December 4th to 25th, the SportPesa campaign promises daily excitement with six lucky winners expected to walk away with Ksh5,000 daily.

LEAVE A REPLY

Please enter your comment!
Please enter your name here