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The Map as Art: Contemporary Artists Explore CartographyA new book features work by the fabulous kanarinka and the Institute for Infinitely Small Things.
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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
COMMENTS (4)
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.
Great. I feel that h2h places value on providing added value of experience to whoever is interacting with your corporation. Differentiating your products or services in this way will make them stand out.
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