At a time when the digital transformation of businesses is more than welcomed, for reasons of survival, some traditional sectors, deeply attached to the human presence, are resisting. Would digital technology be so opposed to the quality of service? In short-term rentals, the digital concierge service Airbnb is confronted with questions that reveal well-established stereotypes. For example, “How do you welcome the customer well without anyone present?” “A digital check-in? “What if the customer is lying?” “A check out with no one present? But the traveller is going to take his legs to his neck and run away with the furniture, right?” What if we had simply lost sight of the fact that what counts is to fulfill an expectation. A need. And not to be there, present, to reassure yourself? Therefore, is it the customer who requires human presence? Or the owner who needs to reassure himself by imagining to protect himself from any incident “by being present”? Let's take a closer look at what's driving digital transformation in businesses. And how does Airbnb digital concierge meet the owner's need to save time and money, while optimizing the traveler experience.
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Even before talking about digital transformation, of simplifying tasks And ofautomation of procedures, it's impossible not to give a little nod to the two most famous brothers. Those who were dusting off the traditional restaurant industry by imagining how to automate time-consuming tasks. Or how to simplify movements to the extreme in order to save precious time and improve their profitability. In the end, a fairly successful bet and an inspiring journey for digital transformation. However, has the brand decided to neglect the customer experience? No And what is the customer need? Get a hot meal. Her expectation? To be served quickly. In the end, it was daring and profitable. And customer satisfaction was there, which is, we are all, the objective pursued.
In addition to catering, other sectors took the turn of digital transformation. For example, banking with online banking, insurance, training, the travel industry and short-term vehicle rentals. What could have led these sectors to turn to digital? The firm Cap Gemini highlights that Digital Masters, which are companies that are mature in their digital transformation, are 26% more profitable than those in their sector. Based on a study relayed by the firm Mille Alliance in 2015. They would generate 9% additional revenue per employee. Admittedly, these new models cannot address all customer segments. In this case, the Millenials, the Early Adopters, geeks will be more than attracted by the flexibility and profitability of these services (significantly reducing costs for customers). However, another customer segment will remain attached to the traditional one-to-one service model with one contact person. Ultimately, the weight of this segment will tend to decrease over time, which these sectors anticipated. But if on both sides, businesses and customers, we gain in terms of time and money, why are these die-hard consumers still resisting digital change?
A few years ago, an exciting article on short-term rental of passenger vehicles (Business manager, Short-term rental, a 180° turn, 21/08/2018) indicated a certain upheaval. Indeed, overnight, the car was rented in a parking lot, without contact with an agent. “The pick-up and delivery of vehicles and the procedures in agencies are points of friction causing numerous debates. New technologies that make it possible to reduce or even eliminate these points of friction are of course potentially very profitable for this market.” It is impossible not to draw a parallel with the economic model of Airbnb digital concierge for short term rental. The fact of not having to wait for the host, to be able to go independently to the rented accommodation thanks to a digicode (as also set up by the car rental company) meets a fundamental need of the traveler. Save time for things they think are more essential. Eliminate irritating hazards to be able to enjoy your stay as quickly as possible.
When taking control of the vehicle or accommodation, the customer establishes his “check-in” independently. In good faith, he will establish it carefully in order to protect himself in the event of an incident. How does a human presence change that? On the contrary, the customer's perfect control of their time will avoid friction at the entrance. A customer in bad faith will be in bad faith despite all the will of the owner's world. And will challenge. In the end, the host will not have better protection because the check-in is signed in person rather than remotely. In addition, the fear will remain of running into a Airbnb bad guest and unfortunately, risk 0 does not exist. The same goes for the check-out: a bad faith traveller will not wait for the host to report their misdeeds. Whether it is the owner who realizes it himself or the cleaning provider, via a digital service, this will not change anything. Face-to-face, as well as digital, will in no way be able to protect 100% of this type of customer. Thus, contrary to what one might think, digital or face-to-face, the codes of service quality are the same. In fact, the customer satisfaction is essential and often, it is not by offering goodies or smiling upon arrival that satisfaction will be better (a well-established cliché). Because the customer satisfaction is achieved when one meets one's basic need. In other words, to take possession of your rental as simply and quickly as possible. And this, without a point of friction. just read on the forums the disconcerting remarks of hosts who are upset to have obtained 4 stars and not 5 on the rental platform. Despite “the excellent service provided.” Indeed, the perception of the host is not always the customer's expectation.
In the traditional sector of The Airbnb short-term rental concierge, where humans have long held a preponderant place to the detriment of the profitability of the model, an entrepreneur decided to dust off these stereotypes by melting OIQIA, the digital Airbnb concierge. By breaking down all the tasks to be performed by an owner, the founder, Philippe Coste, understood that it was possible to automate a large part of them. And this, in order to prioritize and optimize instead the traveller experience. Suggest to him a unique experience throughout his stay using artificial intelligence. It will meet his needs at the very moment when the customer decides and claims it.
In conclusion, The digital revolution it is first of all a conviction that one must be profitable in order to survive. And the objective of a digital service, such as an Airbnb concierge, is not to replace the human by the machine. But to use technology effectively to achieve the end goal: customer satisfaction. Humans will always be there to deal with imponderables, incidents or other points of friction requiring emotional intelligence, subtlety and adaptability. Therefore, customer service remains a key point in the customer journey and should under no circumstances be overlooked. But let's not forget that technology makes it possible to multiply volumes where humans will quickly find their limits. Digital transformation is creeping into all sectors of activity and whether we agree or not, it is necessary to see it as an adaptation to the modern world with its new expectations of speed, spontaneity and instantaneous sharing of information. Digital services, such as the Airbnb digital concierge, are not intended to address all customer segments and this must be accepted. At OIQIA, we believe that the entrepreneurial adventure is even more exciting when you create a break with something that already exists. In other words, to participate in the change of mentality, without forgetting its fundamental value: social and environmental responsibility. Do not hesitate to bounce back on OIQIA's vision, its choices or its values. We are very interested in your ideas, comments or suggestions. To find out more about us, a visit to our website www.oiqia.com
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