The Concierge has been a ubiquitous staple of the service industry for centuries. How has this industry stood the test of time? What can we learn from the analog Concierge that might inform better digital experiences? And what problems are brands facing when they claim that they offer digital concierges? In this presentation, we will explore these questions and develop a simple framework that can be used as a foundational model across any human service that digital is trying to enhance.

The Concierge Diaries Research by Analogy

Derek Kopen

Consumers are increasingly forging human-like relationships with the products and brands they love most. However, brands today are risking establishing these human relationships with their customers by simply trying to be too human. But before we uncover how brands are jeopardizing their relationships with customers, let’s first take a look at the world in which we live.

We live in a self-service world and self-service apps and experiences are disrupting the marketplace every day. But with the rise of self-service, we are also seeing the disappearance of an invaluable component customer service… Human relationships.

Bank tellers, travel agents, cashiers, Concierges, they’re disappearing and being replaced. So brands, in the never-ending race to differentiate, are increasingly claiming they offer a particular service that gives consumers the perception that they will once again experience this longed-for human connection.

Countless brands are claiming they offer Digital Concierges. And here are just a few examples of those brands. The term ‘concierge’ is quickly becoming one of the most overused buzzwords in digital marketing

But can digital concierges ever equal their human counterparts? Unfortunately, simply mimicking the concierge service, or any human service for that matter, with digital is not enough to create authentic experiences that will inspire belief in your customers, especially with today’s ever fickle and savvy consumers.

DIGITAL HUMAN=?

The concierge is leveraging technology to aid them in their job – from booking sold-out restaurants online to checking-in guests on tablets. But how can brands leverage the concierge craft? On my journey to uncover the answer to this question, one concierge explained that, to understand this industry that is truly at the forefront of customer service, requires an understanding of the origins of the concierge.

The concierge practice dates back to the Middle Ages, evolving from the French phrase “comte des cierges” which translates to “keeper of the candles.” Even centuries ago, these individuals played a crucial role. They were in charge of maintaining the candles for all of the events in the castle, and they were also the official keepers of the castle keys. They were entrusted with access to all of the important rooms in the castle, and would ensure that guests had everything they needed during their stay.

Fast-forward to the early 20th century, increasing rail and steamship travel caused a boom in the international tourism industry, creating a new and growing need for upscale hotel and travel assistance. The concierge consequently became a permanent component of hotel guest services as hotels across the world began creating concierge positions to better take care of their guests’ needs.

This service has withstood centuries of evolution. While candles and keys might not be what come to mind when we think of modern concierges, to this day, concierges still wear a lapel pin in the form of two golden keys as a nod to their beginnings as the official ‘keeper of the keys.’ A simple reminder that they hold the key to solve any problem their guests might have.

Today, technology playing a crucial role in revolutionizing the concierge industry. It can be a concierge’s greatest asset as well as biggest threat – in some cases, touch-screen kiosks and concierge apps are even completely replacing human concierges. However, while some aspects of a concierge can indeed be automated with digital, there are other more nuanced and subtle offerings that are unique to only human concierges.

The following slides present a simple framework that can be used as a foundational model not only for the concierge service, but across any human service that digital is trying to enhance. The framework is composed of three dimensions, all of which must be taken into account for a holistic service approach in today’s world.

First are service offerings that can and should be replicated or automated with digital. For the concierge, these offerings are mostly simple tasks, including: scheduling, finding directions, placing orders, and providing discounts.

REPLICATEDigital

Second are service offerings that can be amplified with digital. While these offerings cannot be purely replicated with digital, they can be further amplified when combined with digital and the human touch. For the concierge, these offerings include the ability to: filter information, collaborate with consumers, leverage networks of contacts, and make relevant recommendations.

REPLICATEDigital

AMPLIFYDigital + Human Touch

Third, there are service offerings that are sacred to only humans. One concierge stated, “It’s an un-teachable skillset. It’s personality, it’s being approachable, welcoming, warm-feeling.” These traits have been passed down and ingrained for centuries and include: empathy, friendship, loyalty, flexibility, dedication, and discretion.

REPLICATEDigital

AMPLIFYDigital + Human Touch

SACREDHuman Touch

Brands are often eager to jump on the latest trends in an attempt to capture consumer attention. The Digital Concierge is no exception. However, careful consideration must be given to each of these three dimensions that all must come together for a successful concierge experience (or any human service that digital is trying to enhance).

Brands are often eager to jump on the latest trends in an attempt to capture consumer attention. The Digital Concierge is no exception. However, careful consideration must be given to each of these three dimensions that all must come together for a successful concierge experience.

REPLICATEDigital

SACREDHuman Touch

AMPLIFYDigital + Human Touch

Successful

Service

Experience

With this approach, when technology is strategically used to both replicate and amplify the appropriate concierge functions (the mundane, everyday, repeatable tasks), then the human concierge can focus more time and energy on those services that are inherently sacred to his or her craft, that technology simply cannot do – at least not yet. Hence, the sacred dimension of this framework grows.

REPLICATEDigital

AMPLIFYDigital + Human Touch

SACREDHuman Touch

The role of technology should not aim to replace or mimic the human interactions associated with this service, but rather further empower human beings. Part of the concierge experience is so sacred that digital’s role should not even be consumer facing, but instead remain in the background, enabling human concierges to better serve their customers.

But what is so bad about imitating human interactions with digital? Labeling something “concierge” brings with it high expectations, and brands are assuming a big risk by placing a perceived human face on digital experiences. (especially when you are claiming you can offer this traditionally and historically human craft). Creating branded digital experiences that fake human connections increases these expectations, and we as humans are predispositioned to get frustrated when the technology that we expect to function as a human fails or falls short.

One concierge stated, “While a good concierge saves you time on something you could have done yourself, a great concierge connects you to experiences you could have never imagined.” Ultimately, technology has the ability to learn from this century-old craft, but it must respect its traditions and recognize its limitations. Only then can these two forces combine to surprise and delight consumers in ways that were never before thought possible.

@DerekKopen