Resisting the allure of tech for tech’s sake

Way back in 1984 text messaging was ‘invented’ by a couple of network engineers, but it wasn’t until 1992 that phones had the capability for the first text message to be sent. Today of course SMS is the most widely used data application in the world.

A solution had been created to a problem, but it wasn’t deliverable. In other instances, technology has been eminently deliverable, but lacking a consumer need - Bluetooth umbrellas that tell you when it’s raining for example! And sometimes all three marry up - who would have thought video calling would be a thing back in the pre-SMS days of early mobile phones? Great technology isn’t just about the shiny techy bit, it’s about creating a solution for people, that can be delivered, seamlessly.

Of course, all Product development teams know this. Yet it seems many great companies are guilty of forgetting the basic principles of building brands and products that customers love, and instead unable to resist the allure of the technology bandwagon.

Hospitality companies are focusing on their ‘digital guest experience’, put simply offering guests a better experience through use of technology. Yes, being able to cast your favourite Netflix show direct to your hotel room TV, and so painlessly bypass fiddly TV menus, (and weak content), is a great idea. And the notion that I can order room service from my phone rather than suffer interminable hold music, is very appealing. But is shouting at a hard-of-hearing smart box really better than pressing an old-fashioned light switch? And is being able to book a room through a Facebook Messenger booking bot going to make my life better?

Of course, any good, progressive company should look to innovate, but business Execs must be honest enough to ask whether such innovations solve a customer problem or does it actually further complicate things for them? And are they addressing the most important customer pain points. Afterall in the hospitality example wouldn’t guests rather have a seamless check-in with no queues, an immaculately clean room, and if you insist on shiny new tech how about great, free, Wi-Fi? Execs must also be honest about their organisation’s capabilities. Can their systems support the new tech? Do the staff have the right skills, capabilities, and processes to deliver it? Companies often flock to the latest sexy technology, when in reality delivering great service and adding some meaningful touches might drive far greater improvements in satisfaction - famously DoubleTree by Hilton has delivered bucket loads of satisfaction, and brand awareness for that matter, by the simple, low-tech offer of a free, warm, chocolate chip cookie to every guest upon check-in.

Whilst it is undoubtedly important for businesses to stay on top of tech advances, there’s a thin line between innovating with purpose and innovating just for the sake of it.

Ryan Abbott, professor of law and health sciences at the University of Surrey, specialises in the impact of AI, but even he believes that common sense sometimes makes more sense: “It’s not clear there’s value to technology for technology’s sake and people may adopt it for the wrong reasons – maybe because there’s hype associated with it.” His mother, for instance, wasn’t convinced of the value of one ‘smart’ feature on her new car. “At the press of a button the car turned into Santa [mode]. She hasn’t figured out how to disable it, so she’s driving around in a Christmas mobile that plays Christmas tunes,” he says. “It’s of questionable value, particularly in the summer.”

Many companies and start-ups feel the urge to jump on the new tech bandwagon, but chasing the competition, and launching tech for the sake of it is rarely a good idea, and can be very expensive. Instead companies might benefit from going back to basics. Customer insight should be at the forefront of all product development. Yes, solutions must be informed by what technology is available, but if product development is the responsibility of just the tech team, you are effectively giving someone a hammer who will see every problem as a nail!

It is those Brand or Product teams who are driven by a clear hierarchy of customer needs, have a clear understanding of return on investment of the various solutions available, and who are genuinely cross functional in make-up, that will create the right-tech solutions for your business. Be that a state-of-the-art intuitive app…. or a chocolate chip cookie!