Have you experienced, in recent times, going to a restaurant and getting passed a QR code instead of a menu? This seems to be the default response for “minimising contact”, however, is this really the best option?
The dining-out experience is one enjoyed by all cultures and generations alike, whether you are dining at a Michelin restaurant or a casual café, the experience of being waited on is what we enjoy most.
Let's recall the experience: you arrive with your group, you're met at the door, seated at the table, and introduced to your waiter whilst being handed a menu. The waiter announces today's specials, seasonal items and what's new on the menu, capturing everyone's attention, young and old alike, bringing the dining experience to life. In anticipation of making a decision, the conversation starts by comparing the pros and cons of the various choices presented to you, and there is much camaraderie around and about.
After much back and forth across the table, your decision is made—the waiter approaches and with some friendly banter, takes your order. You eagerly wait for your food to arrive, feeling happy and confident of your decision.
It is such a shame that the QR code has replaced much of this pleasant experience.
Business and recreational travel has also changed significantly lately; one of the fundamental reasons people stay in hotels is to relax and take a breather from the mundane duties of home or they book a hotel when on a busy business trip.
In the last 6 months, our CEO travelled to 12 different countries, staying in various hotels throughout Europe, United Kingdom, and the United States.
Our CEO was surprised and disappointed with the experience in some of the hotels. He reported back that some hotels were no longer supporting check-in or check out, nor did they offer valet or concierge services, and most alarmingly, many were not supporting daily housekeeping, quoting staff shortages or “minimising contact” strategies.
At what point did these organisations decide that managing their customers’ expectations was no longer important?
Minimising human contact was necessary during the pandemic and to help mankind get through the worst of the situation. However, we now have built a strong level of immunity that should protect us from the worst of the disease.
Some say that this is the new normal, but this new normal may not be good enough—in fact, some are taking advantage of this interim phase.
The organisations and companies that will thrive in the next few years are those that listen to their customers and are constantly innovating in ways that enhance the customer experience rather than dilute it.
P.S. Our CEO has blacklisted the hotels which he will no longer consider for future business travel due to this single experience.