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Most of today’s services – from public to the private sector – are designed to exclude human-to-human (h2h) interaction in order to make things more efficient and keep costs down to a minimum.
One of the consequences of this ongoing self-service trend is that the human interface has become a luxury feature.
So today, if you want to create a luxurious service concept, all you need to do is to look back +20 years and see how they did it back then.
Apparently, that is what Q8 in Belgium recently did. In a PR campaign at a gas-station they simply introduced dressed-up, pump-operating attendants just like in the old days when full-service was the norm.
• www.marketing-alternatif.com
H2H – love it. It’s not just the humnan contact either, it’s about acting like your people and customers are humans and that you are too. Reducing everything to numbers and de-humanising business and communications is where the trouble starts…
Q8 have been doing this in Thailand for ever. They have a ‘pump captain’ who looks after the pump team, a flag waver who stands in the street to get the traffic to turn into the gas station. Not a life I’d like to have but they do it with good grace and of course the Thai smile. Proper service happens all the time not just for PR. I don’t remember ever buying petrol in this country even 20+ years ago with that kind of service.
The h2h service level is much better/higher in Asia than in Europe. Going from Korea to France is like going from Earth to Moon in terms of service.