Can Technology Replace Customer Service in the Restaurant Marketplace?

“Integrating technology into a restaurant operation can enhance both customer service and efficiency, and our new research clearly shows that consumers have a strong interest in using tech like smartphone apps, ordering kiosks and mobile payment when dining out,” said Hudson Riehle, senior vice president of research at the National Restaurant Association.

"More than half of consumers surveyed for this year’s Forecast said they would use table-side electronic payment options at table service restaurants and another 44 percent said they would use a table-side ordering system. In addition, nearly one-third of consumers polled said they would use mobile payment options, and four in 10 claimed they would use tablet menus on devices such as iPads. Another 50 percent would use smartphone apps for viewing menus, ordering or making reservations.”

First of all let me preface my topic and my conversation by saying I love technology…. you might even say I am a bit of a junky when it come to toys, tools and gadgets. Smart phones and tablets have changed the way that customers interact with restaurants, and in-turn how restaurants respond to them, but should technology replace customer service? This is not a question of should technology

be in the food and beverage industry - it is currently already there and growing a stronger foothold daily, just as it is in many industries. The true question is what should it come alongside and what should it replace?

There are a large amount of options related to software, hardware & apps, that allow restaurateurs

to become more informed and expand their presence far beyond their storefronts. This technology allows them to take to-go orders without ever having a voice to voice with their customer or guest,

it will allow their  front desk to take reservations or a stand-by waiting list while the technology takes over and follows up when their table or their meal is available. It insures that a customer order is concise and timely, and at the same time insures that each and every cost is being tracked for the benefit of restaurant and guest. Technology can even increase knowledge the restaurant has regarding its guest by remembering prior experiences, suggesting preferences, and pre ordering beverages.

All this being said, can it replace good training and coaching for seasoned staff and their knowledge

of their guest? The tendency is for technology to reinforce our bottom line, and in our pursuit of the best possible net, we are prepared to gray the area of customer service with the ease and efficiency

of technology. 

Recently while enjoying a night out for drinks and dinner with a group of friends, we met head to head with technology replacing customer service. We placed our name on the long waiting list of a single location, moderately priced restaurant with a good reputation for quality food.  We would be notified our table was available by text message. The host stated that we had a 2 hour wait ahead for our table of 9. This did not squash our plans as we were going to sit down at the bar next door which now meant several rounds might be needed. Well, at the 2 hour mark, we checked in and the host shared there was very likely an additional 2 hours required. He offered no explanation nor did he explain any complications. We agreed to continue the wait. I was interested in the process - was this a lack of knowledge, training or desire to succeed? Well needless to say, our group of 9 ventured down several store fronts and placed our name with the front desk of one of the competing restaurants. We were shown to our table in approximately 15 minutes. The 9 of us enjoyed a great meal and drinks (yes, more) and the evening was deemed a success. By the conclusion of the night, we had yet to be called to our original reservation. What are your thoughts? Was this a failure in technology, customer service or simply a lack of training and coaching?

The responsibility of the host is complicated and there are a list of priorities and items to be juggled during the course of a dining experience. Without the appropriate training and coaching the greatest technology will fail not only the guest, but also the restaurateurs. While searching for solutions, it is imperative that we do not throw the baby out with the bathwater. Guests are still looking for great customer service, and our technology should assist in reinforcing this task, not abandoning it.