My earlier post, “Finding a cure to digital myopia” offered the thought that while people are consumed with keeping the pace with the introduction of new applications synonymous with Web 2.0, we stand in danger of missing the bigger picture.

The offline version of the same story started in the late 70’s when during the first gas crisis in the US, consumers learned how to pump their own fuel. In the name of cost and time savings, consumers embarked on an era of self-service that continues today.

Low cost delivery of customer support services was first made possible by automated voice response systems (IVR) and got better with web based applications. In the midst of all this “progress”, consumers nearly lost the ability to speak to a human being if that was their preference. That alone has to hurt Customer Loyalty. Try finding the “cancel account” contact information on web based services like Vonage for instance and you’ll see what I mean. Like it or not, you’re forced to go on a digital treasure hunt that does not pay off consistently.

Over the past few years, we’ve also learned to swipe a credit card, enter a pin, and check out our own groceries, office supplies and home improvement goodies. It seems that every step of progress we take to save time and move more quickly through a line comes with a learning curve.

George Carlin captured out plight in one of his NEW RULES FOR 2008 “I’m not the cashier!  By the time I look up from sliding my card, entering My PIN number, pressing  ‘Enter,’ verifying the amount, deciding, no, I don’t want Cash back, and pressing ‘Enter’ again, the kid who is supposed to be ringing me up is standing there eating my Almond Joy.”  I would only add, “Why do I have to pay full price when I am doing part of your work?”

Flying on JetBlue recently, the announcement was made that the airline had gone to a “cashless cabin” meaning that only plastic could be used to pay for drinks and sandwiches. We were also encouraged to participate in cleaning up cabin trash as a means to “keep air fares as low as possible.” Interesting how the airline has reduced consumer choice and shifted responsibility while spinning it like a step towards air travel nirvana.

How far our new self service society will progress is up for debate. I have been used to helping myself around most big box stores for a while as store associates are not only scarce but lightly trained. I can tell you that I don’t want to make my own sub at Quiznos or have to start checking stock on shoes at Sports Authority.

Owners of businesses that are high touch and offer personalized service should be encouraged. The more retailers shift their daily chores to customers, the greater the backlash by those hungering to be treated with some TLC.

The 64 dollar question is what motivates this trend in the first place. Retailers are pressed by operating costs and plagued by high employee turnover. Shifting tasks essential to the shopping experience to the customer helps with both issues, but does it serve consumer needs? A by-product of the new paradigm will be less need for trained associates while the ones that remain are, by definition, less valued by the retailer. Bottom line: the longer this trend continues, the more frustrating the shopping experience will become.

Businesses that craft their in-store experience based on what consumers want will increasingly stand out from the crowd. Personal service is always in style and knowledgeable staff makes the shopping visit something to remember.

Consumers should step back from their silent acceptance of this self-service avalanche and ask themselves if they like the purchase experience better today or 5 years ago. Businesses should have a finely tuned ear poised to capture the responses and make changes in their front lines to recognize what consumers really want. The good listeners will benefit from higher store traffic, more sales, and highly satisfied customers. >>>> Bill Hanifin