In the rush to digitise, don’t forget old-fashioned customer service.

Here’s a question for you. What drives customer satisfaction?Is it speed and convenience – McDonald’s, for example, recently spent $300 million on Dynamic Yield, a technology company that uses artificial intelligence to create a more personalized experience at the drivethrough. Other fast food restaurants are following suit. All of these efforts (which are just the tip of the iceberg) are being made specifically to remove ordering friction, which should—in theory at least—provide a bit of a…

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