As a customer, I like to be in control.
Our family goes out to eat at least once a week (on weekends, mostly). Many times once we are seated we spend quite a bit of time waiting for our initial drink order to be taken, then for our actual order to be taken, then for the check to be presented, and finally for our payment to be taken by our server. I know, pretty normal scenario — what is there to complain about?
Well, I’m not complaining really, just thinking. How could you enable customers to order for themselves and pay when they are ready to leave? Would putting customers more in control of the things they have to participate in anyway increase their satisfaction with the service?
I’d love to see a restaurant in which you are handed a wireless device with a card swiper as you are seated (or it could even already be at the table). The device can be used to select your drinks, appetizer, and meals which is routed to the serving staff (haven’t figured out the specifics of this one yet) who can then fill the order and bring it to you. Once you have finished your meal, the device can present the charges for you, allow you to swipe your debit and / or credit card and pay for the meal. Absolutely no waiting involved except to have the actual things you order delivered to your table.
Tom the Architect has told me that they have something like this in Vegas. I can’t wait for it to get to the mainstream. As a customer, I like the idea of being able to take care of the things I’m able to take care of without waiting on someone else to act first. I like to be in control — and I’m guessing that most people feel that way. I’m more satisfied when I feel like I’m more in control of the situation.
I think the one area that would have to be worked out is the security of the system. As we were sitting in a restaurant one day, I decided that I would enlighten my wife, Jonna, about these ideas. The first thing she hit me with was the opportunity for credit card fraud (she has the innate ability to point out flaws in the utopian ideas I come up with).
She brought the same thing up a couple of weeks ago when I was complaining about having to wait on someone to come over to the Jewel self-service checkout aisle to press a button to allow us to buy a six pack of beer. I started railing on as to why friction had to be added to the transaction, since the bank that we have the credit/debit card knows how old I am and can verify my age electronically. Jonna brought up that it would be quite easy for kids to take their parents credit cards and just go buy alcohol if age verification was done from the credit card (see, I told you she was good — I didn’t think of that).
Ok, thats a problem. What if in these situations you could get the benefits of “frictionless shopping” if you transacted with your debit card only and kept the PIN away from your kids? Then I could have my “lack of friction” and we could ensure that the kids weren’t off buying Tequila on my identity.
These are just a few things that I think about every now and again when I have to wait around for things that I know technology can solve. I love the idea that we are getting to the point where we can automate the friction out of a lot of the transactions we perform in daily life. Now and again, I’m disappointed that we haven’t removed all of the friction that we could out of the process.
As a customer, I just really like being in control.