As a customer a click of a button can secure a reservation, class, appointment or purchase.
A click of a button is usually effortless and it’s why many customers gravitate toward this automated option. For some purchase decisions, it might be the only option.
But what systems are in place for customers when there is a touch of gray? A unique situation or problem that requires a timely reply and a human response.
On a recent family ski trip we were thrilled to secure a lunch reservation at the top of the mountain rather than winging it in the crowded cafeteria-style option at the base.
A click of a button and we were all set. A table for 3 people confirmed at 11:30am. Or so we thought…
We planned the morning’s itinerary around arriving to Summit House restaurant on time and hungry. But it was clear upon our arrival that Summit House was closed and there was no front-of-house or back-of-house employee to be found. There was also no signage to indicate when it would be open next.
I double checked our reservation to make sure we were in the correct place on the right day and time.
We were.
When I called the Summit House number nobody answered.
We ultimately pivoted to Plan B, which was to ski back down the mountain and grab lunch at the base.
What started as a proactive one-touch solution ended as an automated fail.
While we initially laughed about the situation, it wasn’t very funny. And most situations that require immediate attention aren’t either.
Companies must consider redundancy for these gray moments.
Share a situation as a customer when you’ve desperately needed a human and couldn’t find one?