,UK

Six out of ten staff say job satisfaction would improve if venues introduced relevant tech: study

The challenges faced by the industry in the last 18 months has brought its reliance on technology fully into the spotlight.

Both staff and customers are “crying out” for technology to help streamline the customer experience in QSRs, research from KAM Media and pointOne suggested.

94% of hospitality staff believe that technology can help them in their job better whilst 64% of staff think their job satisfaction would improve if their venue introduced relevant tech to help customer experience.

The research also suggested that customers are open to digital solutions that can help speed up service, make it easier and faster for them to order and pay, whilst also ensuring that the safety concerns around issues such as allergens are addressed. 

Blake Gladman, Strategy & Insights Director at KAM, said: “The key is implementing technological solutions that solve problems without creating new ones. The optimal customer experience should be frictionless. Frictionless technology and design are in essence about reducing the energy required by an experience. In other words, the customer experience would be improved without the customer having to do anything more and, in some cases,
even doing less. The same can be said for staff too. The technology should save time, save money, or add value above and beyond what is reasonably expected of the human staff.”

Steve Rolfe, Founder of PointOne, added: “Technology should benefit everyone. It should give customers the autonomy to browse menus and product ingredients, order and pay in a way that is convenient to them and use intelligent data and CRM applications to bond the relationship between customer and brand. But it should also empower staff to interact freely and knowledgeably with customers giving them the time and confidence to build that
required human connection. Organizations should strive toward adopting a hybrid model where automation and staff work hand-in-hand, and each play to their relative strengths to support customers.”

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