There's No 'I' in 'Team' – But There is One in 'Automation'

There's No 'I' in 'Team' – But There is One in 'Automation'

The difference between 'automaton' and 'automation' is the letter 'I'. That may sound like the answer to a bad riddle, but for customer experience (CX) practitioners, it's a serious matter.

No customer wants to feel like they're dealing with a soulless automaton and, consequently, being treated like a faceless robot themselves. On the other hand, customers love the convenience and speed of automated transactions and interactions – when these work the way they should, at any rate.

So that letter 'I' is a tiny differentiator that makes a tremendous difference. Think of it as standing for 'innovation', along with 'individuality' – factors that must shape every company's approach to CX technology. Let's explore how these can play out across current tech in the Travel and Hospitality field:

Virtual Reality (VR)

Today's travelers can use VR to remotely 'visit' places around the world, whether it's to decide on a destination, observe local behavior and attire, or, say, map out their walking path through the Louvre. Based on their virtual experience, travelers may then determine—or CX might recommend—options for transportation, hotel accommodation, tickets for attractions, help with visa requirements, and more.

Artificial Intelligence (AI)

Chatbots, of course, continue to grow in their ability to provide both personal and personable assistance. Beyond that, though, airlines are now using AI to not just predict flight changes and keep customers notified, but also suggest alternative courses of action that suit each traveler's goals and preferences. AI-driven concierge systems let hotels suggest tailor-fit room packages, spa and/or dining offers, and more.

Mobile Technology

Mobile tech continues to revolutionize how people travel. Particularly through geo-location services, travelers can forge their own path through unknown cities, relying on not just route and transit advice, but real-time recommendations of nearby eateries and attractions that fit their established inclinations. A cell phone can even act as a key, to unlock your hotel room, subway turnstiles, or bike-share padlocks!

The Internet of Things (IOT)

Baggage designers are producing ever-smarter luggage, with abilities that range from simply being trackable online to not just following you around, but leading you to your assigned gate! Airports aim to reduce security and check-in times via facial recognition systems and other biometric technology, while hotel smart-room systems can customize room temperature, lighting, and the like to suit each traveler.

It's definitely an exciting time for Travel & Hospitality tech – as long as companies manage to balance those two crucial 'I's, never letting the drive toward innovation outstrip the delight of the individual.

Whether human or automated, CX agents have to keep on top of technological developments, maximizing their tech tools and capabilities to support travelers in understanding and using all these new options, maximizing their satisfaction throughout the literal and figurative customer journey.