Don't Sack the Doorman
The Human Touch vs Automation: Are We Losing More Than We Gain?
Ever walked into a hotel and been greeted by the warm smile of... an automatic door?
Sure, it opens on cue, but it doesn't quite have the same charm as a friendly doorman, does it? As businesses rush to implement AI-driven solutions, it’s worth asking: Are we opening doors to efficiency or closing them on connection?
The AI Rush: Is It Really an Upgrade?
In our quest for increased efficiency, many businesses are replacing human roles with automated systems. From chatbot-driven customer service to AI-managed workflows, the allure of cutting-edge technology is undeniable. However, is swapping out humans for automation always the upgrade we think it is?
According to Rory Sutherland in Alchemy (Chapter 1.19), humans are inherently irrational. Our choices are often driven not just by logic but by emotion, intuition, and experience. This makes us unpredictable, yet beautifully human. Automation, on the other hand, is ruthlessly efficient but often lacks the subtlety and warmth that a human touch brings.
Take the hotel scenario: A doorman doesn’t just open doors; he offers a sense of security, warmth, and personal connection. An automatic door? It opens without thought or sentiment. The difference may seem trivial, but in the hospitality industry, that initial human interaction can set the tone for a guest's entire stay. Crucially, it may cause them to return.
Efficiency or Experience: Finding the Balance
AI and automation undoubtedly have their place in modern business. They help reduce costs, improve consistency, and handle repetitive tasks efficiently. Yet, there’s a danger in over-automation, where efficiency is prioritised at the expense of human connection.
Sutherland’s concept of “psychological alchemy” reminds us that not every decision should be driven purely by logic or efficiency. Sometimes, the intangible value of a human touch is worth more than the measurable benefits of automation. This is particularly true in customer-facing roles, where personal interaction fosters trust and loyalty.
When Automation Becomes a Gimmick
Some companies adopt automation simply because it seems modern or progressive. But when technology doesn’t genuinely improve the customer experience, it becomes a hollow gesture—a tech flex rather than a strategic upgrade.
For instance, consider automated phone menus. While they save on staffing costs, they can frustrate customers who just want to speak to a real person. The absence of human interaction can make businesses feel cold and unresponsive, even if the automated system technically works well.
Smart Implementation Over Trendy Tech
To get the most out of AI, businesses must carefully consider where it adds value and where it detracts from the customer experience. Rather than blindly automating every interaction, the goal should be to enhance human efficiency while maintaining the emotional intelligence that only people can provide.
So, before we bid adieu to our beloved doormen and embrace sensor-activated counterparts, let's pause and ponder: Are we opening doors to innovation or closing them on human connection? As Sutherland would argue, the best business decisions often lie not in the obvious logic but in the unpredictable magic of human experience.
