Till now I have always heard of technolgy as an enabler; that bolsters the business.
Technology makes production/service faster and increases efficiency, usually leading to more money, so those in business tend to be the first to adopt new technological trends. Without a slightest of doubt, technology has changed the ways we do business; not limited to that, technology has changed societies and way people behave n interact.
Though, some businesses are left behind in the technology game. I would like to quote a recent experience I had at Dominos.
Me and a friend were excited to have our lunch at Dominos last friday. While there was a pizza free with another medium sized one, we thought of negotiating the price as we needed only one! Obviously, the guy at the counter got away saying this isn’t in the policy; which made sense. (later did not)
While we were at the counter, a couple of more friends joined us and we decided to take that free pizza we were leaving. However, it was denied to us as the cheque was generated and the computer software would not accept any changes in the same again. This came as a big surprise to us!!
While we were still at the counter and asking for the offer which was boldly mentioned across the counter was denied because the computer didn’t accept the same. Strange, isn’t it? 
We had a little argument with the guy as we just made a loss of Rs 500, but realized that it wasn’t his fault as he is accountable for number pizzas sold that needs to show in computer at the end of the day. Other customers at the counter were also surprised listening at the excuse. While the guy at the counter wanted to give us the free pizza, he could not! Finally, we paid for another pizza for our lunch!
Surprised to see, business operating according to a billing software! The moral of this short story is, make technology work according to the business not vice versa; the day your business starts operating within the limits and possibilities of technology, there will be more dissatisfied customers, employees and bottomlines! “This situation wouldn’t have occurred, if it was not computerised billing”, said the dominos guy at the counter.
Also, while we were discussing about the same over our lunch, it reminded me of a dilbert situation.
Dilbert: Don’t reduce the price of your product. Make it two for the price of one! People will think its a great bargain, but actually its only a huge inconvenience; and wait for customers who will forget to fill the rebate forms.
Then I realzed, why they don’t offer a pizza at reduced price, which actually became a huge inconvenience!
What are your views on this?
Technology definitely boosts up your sales but there are pros and cons to everything. I think Domino’s Management and that staff is pretty right with the type of response because this particular system in installed for F&B Controls….Mgt has to save a lot on their food cost and each and every Pizza contributes a lot. If management grants such rights to their employees to give free pizza to consumers on separate bill then It would be very difficult for them to regulate their food cost.
Hello Puneet
Nowhere it is mentioned that the guy should give a free pizza on a separate bill.. OR you did not get the point here…
We just saw, how – only because of computerized billing – it restricted the dominos guy from doing something that was genuine.
Here a customer was entitled for the free pizza offer and he didnt get it. Thats all that matters.. which means, somewhere the technology failed.. and needs to be improved.
End of the day, it all ended in a bad customer experience.
Hi Puneet
I agree that there should be measures that needs to be in place for there should be no thefts and process must be regulated.
However, as marketers, we must ensure that customers are satisfied and value is delivered. If we vouch for flawed practices, there is none to correct that!!
I really am not recommending what changes they must make in their software (they should be sensible enough); but I am trying to convey that a software became the reason for dissatisfaction, which is definitely avoidable.
There can be no better example than this to cite how technologies are used for the sake of it, where it should be used for customers’ and business convenience.
Do comment on what you think about it.
A lady died in January 2010, and sitibank (Bank name changed) billed her for February & March for their annual service charges on her credit card & added late fees and interest on the monthly charge.
A family member placed a call to sitibank. here’s the exchange:
Family Member: “I am calling to tell you she died in January.”
sitibank: “The account was never closed and the late fees & charges still apply.”
Family Member: “Maybe, you should turn it over to collections.”
sitibank: “Since it is 2 months past due, it already has been.”
Family Member: So, what will they do when they find out she is dead?”
sitibank: “Either report her account to frauds division or report her to the credit bureau, maybe both!”
Family Member: “Do you think God will be mad at her?”
sitibank: “Excuse me?”
Family Member: “Do you understand the meaning of DEAD”
sitibank: “Sir, you’ll have to speak to my supervisor.”
(Supervisor gets on the phone)
Family Member: “I’m calling to tell you, she died in January.”
sitibank: “The account was never closed, so the late fees and charges still apply.”
Family Member: “Do you mean you want to collect from her estate?”
sitibank: (Stammering) “Are you her lawyer?”
Family Member: “No, I’m her great nephew.”
sitibank: “Could you fax us a certificate of death?”
Family Member: “Sure.”
(After they get the fax)
sitibank: “Our system just isn’t setup for death. I don’t know what more I can do to help. There is no place in our software where I can update the status of the customer to ‘dead’”
Family Member: “Well, if you figure it out, great! If not, you could just keep billing her. I really don’t think she will care.”
sitibank: “Well, the late fees & charges do still apply.”
Family Member: “Would you like her new billing address?”
sitibank: “Yes, that will help.”
Family Member: “Odessa Memorial Cemetery , Highway 129, Plot Number 69.”
sitibank: “Sir, that’s a cemetery!”
Family Member: “What do you do with dead people on your planet?
And in January 2012 – sitibank called back again to collect late fees!!!
Loved this blogpost, I hope people who are supporting technology over customers’ inconvenience got an idea about what the writer means…