Technology - The Good, The Bad and The Ugly

By: Joseph Kiefer, ASM

Technology has swept into our lives so quickly that we have hardly had time to think about the ensuing changes or the affect they would have on us. As a marketer and as a consumer I am very much a proponent of technology, however, I don't think there is a replacement for the human interaction that has always been an integral part of the business - consumer relationship and we continue to tread dangerously close to this line.

The efficiency of businesses today far exceeds the productivity at any other point in history. The speed in which we innovate, create and communicate is astounding. Products can now go from concept to market in timelines once considered to be impossible. There is no arguing the profound impact technology has had in our daily lives.

"The future is now! Soon every American home will integrate their television, phone and computer. You'll be able to visit the Louvre on one channel, or watch female wrestling on another. You can do your shopping at home, or play Mortal Kombat with a friend from Vietnam. There's no end to the possibilities!" - Chip Douglas, The Cable Guy (1996)

If your company embraces technology you are much more likely to be a leader in your industry. If you are a technology late adopter you are probably always playing catch up and lagging behind the competition.

The being said, innovation comes with a price tag. What percent of your company budget is dedicated to Research & Development? What percent of your competitors budget is dedicated to Research and Development? To make matters more complicated, a large research and development budget is not a guarantee of success and could mean the opposite in some cases.

Like any other type of new idea, there are more losers than there are winners. Keep innovating and testing and you will find winners, but the process can definitely be frustrating. One lesson I have learned is that my initial thoughts on a new product launch are not as accurate as I would have thought or liked. Products I thought would be received with a standing ovation were not of interest to our customers and products I found unappealing became best sellers. Go figure!

Most importantly, dont' let technology replace the human element that got you to where you are today. Technology is a supplement to your business processes in most cases and not an outright replacement.

I read a Facebook status update yesterday from a relative detailing an experience he had at a restaraunt where two people at a table were both playing with their mobile devices. He then got a return post to his commentary on our culture from another Facebook user. There was now a conversation through Facebook complaining about people having a conversation through texting. Huh?

My only point to that story is that technology has become an intrusive part of our lives and every person seems to see it a little differently. Some people may hate texting, but love instant messaging, or hate LinkedIn, but love Facebook... Try to keep an open mind and remember that not everyone else has the same preferences you do. Can we get rid of Twitter yet?

Adding live chat to your site does not mean you don't need a person to answer phone calls. Having an automated checkout does not mean you don't want someone there to answer questions. Providing online account access does not mean a customer won't want face to face interaction...

Good luck in your technology endeavors. I hope you are able to stay at the front of the curve while maintaining the identity that made your business successful.