A numbered plaque, embedded into the table, instructs me to “Order from your table,” from a website.
Visiting the website confuses me. No instructions guide me to the ordering process, and the restaurant’s manager suggests I download an app to use their system.
This just stopped being enjoyable.
Persisting, I find an option on the website allowing me to order online. Three clicks further and I can order from my table. An additional six steps gets me to the restaurant’s menu…by which point I’ve lost my appetite.
In the same amount of time I could have stood on line, placed an order, returned to my seat, and been served.
In fact, the only advantage of this painful process is that it allowed me to stay seated. It certainly didn’t improve my dining experience.
Compare this to restaurants that provide a pre-programmed computer pad at your table that instantly allows you to place an order or pay your bill from the comfort of your seat.
Seemingly not a week goes by without some new technological innovation or shiny object that’s a “must have” for anyone looking to demonstrate that their business is cool.
But the rush to incorporate the latest whiz-bang idea into your marketing efforts can backfire if you don’t know how to use it properly and provide a positive user experience.
And considering how much you invest and how hard you work to get customers, is it worth the risk to rush to market with something you don’t know how to use properly?
My bride is fond of observing that merely because you can do something doesn’t mean you should do it. These are wise words as you consider your own marketing and communications efforts.
Because if you’re utilizing new technology, but haven’t gotten the bugs worked out of the system, you’re asking for trouble.
And if you’re just relying on tech folks to prove your system works, you may have a customer relations problem when customers who aren’t tech savvy find the system doesn’t operate as promised.
Do yourself a favor: ask folks who know nothing about technology to test your improvements for you before you launch. You might be surprised by what they report to you.
With that said, I wish you a week of profitable marketing.
Get a free marketing newsletter at www.marketbuilding.com.