Customers have expectations for interpersonal rapport and “service with a smile.” So, can a service robot satisfy customers?
is a predominantly young and male consumer base. Other customers may doubt their own capability to interact or may not believe that the robot is functionally able to assist them. Companies also must consider where tech can become more cumbersome than helpful if the robot is not able to help the majority of customers effectively.
To manage the customer-robot service interactions, human employees are essential. They need to be present to guide customers through the robot interactions as needed. To avoid being like the self-checkout lane at the grocery store, don’t simply put your customers to work and remove the option for human services completely. In short, robots and coworkers are the most effective service team.
Be clear that human employees are an essential part of the successful integration of new technologies into a business. They help anthropomorphize the robots for customers (e.g., “have you met Jennifer, my new robot coworker?” ensure robot functionality, and take over when not meeting expectations, and their own comfort interacting with the robot serves to role model for customers who might otherwise be skeptical.
To increase comfort with robot teammates, managers should communicate that the goal is not to replace humans but to successfully integrate robot and human labor for the optimal customer experience. Managers help by effectively communicating about the robot technology — its functionality and its limits — and offering reward programs for technology training and expertise.
While robots are likely to take over some front-line jobs that are standardized and routine — the grocery cashier or hotel front-desk clerk, for example — the diversity and complexity of human nature is likely to still require that humans are involved in even these forms of service. When employees realize that their tasks become more interesting — with the robot dealing with the monotonous tasks or abusive customers — they might just want to include that robot in the next happy hour invitation.
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