Missing: human factor

Technological information is important and can help support and improve the efficiency of customer service, but it cannot replace the human element

New technologies are making life easier and more efficient all the time. As we race towards the Smart City era, the benefits of modern gadgets are becoming clearer. Consider the UAE taxis that have been changing our whole experience of commuting. No longer do we need to haggle over fares, face the possibility of not finding a cab at odd hours, or worry about reaching the right place at the right time. Why? Because all cars in the modern luxury fleet are fitted with meters and GPS.

Today, we can do what we couldn’t imagine a couple of years ago: book a cab by tapping a button on our mobile phones, and then track its location. We will soon be able to surf the internet, thanks to Dubai taxis that will offer free Wi-Fi, and pay with credit cards or via smartphones.

However, when Abu Dhabi’s ragtag white-and-gold taxis retired, so did many of the old drivers, who could act like a human GPS by virtue of their knowledge about the country gathered over decades.

Customers respond positively to the personal touch. No gadget has ever made someone smile or sympathised with them when they felt low. Technology is important and can help support and improve the efficiency of customer service, but it cannot compensate for the human factor.