用技術取代人類究竟會導致何種後果?我們今天推出西班牙艾瑪迪斯酒店服務業企業發展與營銷執行副總裁艾哈邁德 · 尤瑟夫(Joe)撰寫的文章《未來酒店服務業:全自動化還是人工服務?》
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技術常常引發爭議。一方面,它被視為可解決諸多問題的萬能良方。
Technology is a divisive topic. On one hand, it’s seen as a silver bullet solving any number of challenges.
另一方面,它又被視為一種「必要之惡」,掠奪了人類的工作,並提供著毫無溫度和人情味可言的客戶體驗。
On the other, it’s the necessary evil taking people’s jobs and creating a cold, impersonal guest experience.
用技術取代人類究竟會導致何種後果?在一切實際發生之前,很難進行預測。
It’s almost impossible to predict the ramifications of replacing humans with technology until it actually happens.
然而,在人際交流至關重要的酒店服務業,我們正徘徊於技術的創新與濫用之間。無論如何,沒有服務人員的酒店服務業根本稱不上酒店服務業。
However, in an industry where personal touches matter a great deal, we are treading a fine line between innovation and over-kill. We can’t call ourselves the hospitality industry without people.
顧客始終期待著乾淨整潔的房間、細緻周到的服務,以及快速無縫的入住及退房服務。而我相信技術並未能改變顧客一如既往的住店需求,而且未來也不會改變。
Technology hasn’t (and never will) change the needs of our guests – a clean room, discreet service, a quick and seamless check-in/check-out.
如今顧客的期望不斷提高,並且隨著個性化體驗成為下一個新常態,這一期望提高的態勢會繼續延續。酒店要想脫穎而出,就需要快速而準確地提供個性化服務。
However, guest expectations have increased over time and will continue to do so as personalization becomes the next new norm. To stand out, a hotel needs to deliver personalized services with speed and accuracy.
技術是這一新興「服務競賽」背後的推動力,但需要謹記的一點是,顧客不會特意越過人工服務去尋求自動化或自助服務。
Technology is the enabler in this new 『race of service』, but it’s important to remember that guests do not specifically seek automated or self-service over human service.
事實上,我們的研究表明,近三分之二 (63%) 的顧客更喜歡與酒店員工互動,而非使用自助服務技術。
In fact, our research shows that almost two in every three guests (63%) prefer interacting with hotel staff than self-service technology.
誠然,顧客也期望令人難忘、值得分享和不同尋常的體驗。技術是賦能酒店員工的關鍵,支持他們與顧客進行更有意義的人際交流。
However, guests do desire experiences that are memorable, shareable and surprising. Technology is the key to empowering hotel staff so they can have more meaningful and personal interactions with guests.
例如,嘉年華郵輪會為乘客提供一件名為「海洋獎章」的可穿戴設備。
For example, Carnival Cruises』 give their guests a wearable called an Ocean Medallion to wear during their trip.
該獎章可幫助船上工作人員識別乘客並為他們提供乘客的信息,這樣他們無需詢問便可了解乘客的偏好。
The medallion identifies guests to the on-board crew and provides them with the passenger’s information so they can understand their preferences without needing to ask.
未來酒店服務業將受到顧客、員工和技術之間複雜交互的驅動。選擇在何處以及如何將技術集成並應用至業務之中將成為一項重要的決策考驗。
The future of the industry will be driven by a complex set of interactions between guests, technology and staff.The important decision is choosing where and how to integrate technology into the business.
那麼應在何處進行自動化?在何處提供人工服務?同時如何將兩者完美融合以增強顧客體驗?
Where do you automate, where do you keep services human, and how can you blend the two together to deliver an enhanced experience?
在評估這些問題時,酒店首先思考的應是技術能否幫助提升顧客體驗?能否幫助員工提供更高水準的服務?
In evaluating these options, hotels should first ask if the technology adds value to the customer’s experience, or if it empowers staff to deliver service levels above and beyond previous norms?
如果不能,那麼酒店或許僅僅是在為追逐創新而使用技術,最終結果也只會事與願違,不僅付出高昂成本,還可能會降低員工工作效率。
If the answer is no, then you are likely installing technology for innovation’s sake, which may end up being expensive and counter-productive.
但如能掌握正確的運用方式,技術則能支持酒店員工基於深入的洞察做出更明智的決策,從而推動業務發展並強化顧客體驗。
However, when implemented correctly, technology can empower staff to make insight-driven decisions that benefit the business and enrich guest experiences.
為實現這一目標,業界首先需要專注於升級傳統技術,擺脫碎片化的系統,以便不同的技術可以無縫連接。
To realize this, the industry first needs to focus on upgrading its legacy technology to move away from fragmented systems, so that different technologies can connect seamlessly.
將多個系統的數據集中在同一保護傘下是關鍵所在,在那裡,人工智慧 (AI) 可以分析收集到的海量數據,為員工提供出色的洞察,幫助他們更有效地工作。
Bringing data from multiple systems under one umbrella is key. From there, Artificial Intelligence (AI) can analyze the myriad of data collected and can provide staff with insights to help them work more productively.
舉例來說,系統可利用顧客偏好、個性化的入住與退房時間等數據,自動制定日常運營決策,例如房間分配和營業計劃等。
For example, daily decision-making, such as room assignments and turnover schedule scan be automated by a system that draws on data such as guest preferences and personalized check-in and check-out times.
這不僅能降低發生人為錯誤的可能性,還能最大限度地提高房間入住率。與此同時,員工還能夠迅速做出響應,並隨時查看、實時洞察,從而加速完成查看房間入住情況、事件處理、庫存查看等手頭任務。
Possibilities for human error are reduced and occupancy is maximized. Staff are highly responsive and can access real time insight at any time to solve tasks, whether they are checking room occupancy, event operations or stock.
技術還支持顧客開展更多自助服務。藉助可穿戴設備和智慧型手機,與信標技術和酒店應用進行交互,顧客可輕鬆掌控信息並智能控制項,同時不會有任何入侵感或不適之處。
Technology also allows guests to do more self-service. Personal devices like smartphones and wearables interact with beacons and hotel applications to put relevant information and smart controls into their hand without ever feeling invasive or uncomfortable.
酒店服務業還可通過聚合多個數據流創建豐富的顧客信息,訓練有素的工作人員可藉助這些信息在顧客入住前和入住期間識別有必要與之交流的「關鍵時刻」,從而為顧客打造令人難忘的美好體驗。
In-depth guest profiles are created from aggregating multiple data streams. Staff are highly trained in using these profiles to identify 「micro-moments」 in which to engage guests, both before and during their stay, delivering a positive, memorable experience.
以上許多例子都表明,技術只有為細心周到、訓練有素的員工所用,才能發揮最大效用。
Many of these examples show that technology delivers most benefit when it is used by attentive, well-trained staff.
也正是因此,人才爭奪戰才成為我們行業面臨的最大挑戰之一。為了行業的持續進步與發展,我們需要吸引和培養最優秀的人才,尤其是年輕一代。
That is why one of the biggest challenges facing our industry is the crusade for talent. For the industry to grow, we need to attract and grow the best talent, especially younger generations.
IHG 澳大利亞和日本總經理 Leanne Harwood 指出,要做到這一點,我們需要改變行業形象。
Leanne Harwood, the Managing Director of Australasia and Japan at IHG says to do this, we need to change the image of the industry.
她表示:「首先,我們應該改稱自己為『款待業』,而不是『服務業』。」
「To start, we need to stop using the term 『service industry』 and refer to ourselves as hospitality,」 she says.
「如今千禧一代越來越重視對事物的體驗,為了避免因『恭候差遣』的服務理念與其產生心理隔閡,我們應該向他們展示如何通過熱情洋溢的服務賦予生活最美好的體驗。」
「To avoid alienating the next generation with the idea of servitude, let’s show Millennials, who focus increasingly on experiences over things, how they can bring life’s best experiences alive through true hospitality.」
對於作為「數字原住民」的千禧一代,技術對他們具有很強的吸引力。
Technology plays a big role in attracting millennial talent, who are digital natives.
進入職場的他們,也希望使用伴隨自己成長的數字工具來完成工作。因此,酒店為他們配備他們習以為常的技術非常重要。
When they enter a workplace, they expect to be able to have the same digital tools they have grown up with to do their job. Therefore, it is important to provide hotel technology that looks and feels like the technology they use in their daily lives.
技術加持服務的模式將成為未來主流,人與技術將成為「天作之合」。
Tech-augmented hospitality – where humans and technology collaborate together – will be the service model of the future.
但我們同樣也應該意識到,雖然合適的環境輔以合適的技術會帶來真正的競爭優勢,但是在技術的應用也應該拿捏有度。
The right technology, deployed in the right context, can deliver real competitive advantage. However, knowing when not to automate a solution is just as important.
酒店服務提供商應該避免為了方便自己而使用技術,而是應該優先考慮那些解決方案是否能夠為員工和顧客提供無摩擦體驗。
Hospitality providers need to avoid the temptation to use technology for its own sake, and instead prioritize solutions that offer frictionless experiences for staff and guests.
選擇恰當的時機用技術輔助人工,才能真正實現服務水平的突破。
Search for opportunities that will blend technology and human elements to provide truly game-changing levels of service provision.
最重要的是,務必為員工提供良好的培訓,幫助他們有效地使用技術。關注運營是一方面,讓員工成為顧客值得信賴的好幫手也不容忽視。
And above all, be sure to provide good training to staff so they can work with the technology effectively, focusing not just on operations, but helping them become trusted partners to guests.
(經濟日報 記者:陳頤 朱琳 責編:李靜)