I had a meal at MacDonald today and observe that the role of cashier have been eliminated in this MacDonald branch. In place of it, self service kiosk are present. You can now even get your meal serve to you via table service. This gives a pleasant customer experience beside the quick and fast food meal we know in MacDonald.
Self Service
Self service gives customer control of their experience in the purchase of services and goods. This reminds me of scenarios where users claim that these tasks are too technical and refuse to self service. The model is nothing new and exist in early days like ATM and kiosks. Jobs will be remodel and those who refuse to change will be obsolete like the cashier role in MacDonald.
Experiential Investment
By participating in self service, consumers are invested in their own experience. This also creates loyalty and trust with the products. All these factors give rise to higher consumer satisfaction. This model can be applied for all systems. Digital transformation is the trigger to change and enhance customer experience instead of requirements fulfilment. Products and services are reaching a saturation point that customer experience is the differential factor.
Job remodelling will continue for next 5 years in tandem with digital transformation. It is either to embrace or be eliminated. There is nothing 麻烦 “troublesome” as these are the facts to be.
Danny Kwok 