Putting Customers First Drives Better Service Outcomes

Over the last few months, I talked a lot about how artificial intelligence (AI) can change the way we do business. At FHC, we have focused on ways to improve operations by streamlining procedures via AI. This all sounds good on paper, but if you are not taking the concerns of your customers as part of the conversation, you may be heading for trouble.

We always say that we are in business for our customers and want to do business anyway they want. Some customers like to order directly through our website, and many like to call and speak with a customer service representative. We will also take orders through the mail or over fax.

One of our other objectives is to determine how we can use AI to make it easier for our customers to do business with us. This is different from using AI to make it easier for us to do business with our customers.

I see this all the time in the marketplace.

The coffee shop I like near me, Dunkin’ Donuts, has put in these kiosks to place your orders inside the building. I had trouble using it to place my order. I asked the person behind the counter if I could just give them my order. Instead of taking the order, they were friendly and came around the counter to train me on how to enter the order myself. I asked if I could just give them the order again. They also reminded me that I could use their mobile app.

Eventually, they gave up on me and took the order for a medium decaf coffee with three creams. I am sure that the company believes these kiosks will make it easier to do business, but many customers like me argue that it will make it harder for me to do business with them.

In the future, I may have to try Starbucks again, because they not only have apps you can order through, but are friendly and always have a person there to ask if they can help you.