The People Process

Ready to get rid of your staff and replace them with robots, apps, or some other form of technology? Hang on a second and let’s consider The People Process.

As usual, I get my ideas for the articles I write and podcast episodes I produce, from a number of sources.  Recently I read about an upcoming event I may attend, that will feature a discussion on The Robots After Your Job. This is part of a larger discussion group that will have future events.  In Fort Wayne it is hosted by a friend of mine, John Richards.

John and his wife Kim once owned a successful chain of local coffee shops, called Higher Grounds.  Among the most memorable conversations I had with John during his coffee shop days was his commitment to his craft.  Higher Grounds grew to multiple locations in Fort Wayne and dominated the local coffee shop scene for quite a while before Starbucks came to town.  They dominated simply due to the number of Higher Ground coffee shops they had along with their own roastery.  More than anyone else and yet here we are and the only sign of the Higher Grounds Coffee brand is in a few gas stations.

John’s commitment to his craft was an anti-Starbucks commitment.  Most people are unaware of how automated the process is at a Starbucks.  At Higher Grounds, John insisted that his barista’s learn how to “pull a shot”.  That is the process of brewing a shot of espresso that is used in most coffee shop drinks. John insisted that it was a skill worth learning instead of letting a machine do it by pushing a button.

While I appreciated John’s insistence and dedication, I recall challenging him to visit his different Higher Ground Coffee Shops and order a White Mocha, or what ever his favorite coffee drink was, and compare the taste.  I knew from experience that even though the Higher Grounds name was on my White Mocha coffee cup, the taste was different at each of his stores because of the slight differences that each barista would do in making my drink.

The commitment to individuals learning a skill was far from a standardize, automated process that could churn out the same beverage every single time.

As I mentioned, Higher Grounds Coffee Shops are no longer around, and it is for other reasons besides the story I just shared with you.  Businesses change for numerous reasons.  Starbucks did come to Fort Wayne and while they opened more stores than any other coffee shop in town, we still have a few fantastic local coffee shops I visit regularly.

Starbucks has learned one of the lessons of Ray Kroc when he was building the McDonald’s hamburger empire. Brand Consistency. Last year when I visited my son in South Carolina and my daughter in Colorado, Starbucks got my White Mocha Coffee money, because no matter which Starbucks I visited, my White Mocha tasted the same.

Let’s circle back to the topic I started this conversation with… The People Process.  While it’s true that automation and technology will continue to replace people’s jobs, it doesn’t mean people are not needed.  We just need people to help us differently than a few years ago.

Here’s a quote from the article I was reading:

Among jobs identified … as high risk for automation are cashiers, wait staff, office clerks, restaurant cooks, bus drivers, receptionists, construction labor, bookkeepers, accountants and auditors.

and here’s more:

Among the jobs at the least risk for automation are nursing assistants, home health aides, elementary school teachers, secondary school teachers, human resources specialists, registered nurses, management analysts, software developers, physicians and surgeons.

Even in those professions I just mentioned, there have been tremendous technology advances, so even if the job title sticks around, the actual work is changing.

When I look at the business world from my advertising and marketing perspective, I see how we as humans crave the ability to interact with other people at times. Some companies are doing a decent job of transitioning their staff from one task to a new one.  I visited one of the McDonald’s in my city where I placed my order from a kiosk instead of talking to someone behind her computer screen.  I can punch in my order as well as a paid order taker.  But here’s how the kept the People Process alive.  Instead of standing around waiting for them to call my number, I got to take a seat and the former order taker was now delivering my food to me with a smile.

When you incorporate technology advances in your business, keep in mind that there are somethings that will create a difference and make a lasting impression on your customers and the most valuable ones involve this People Process.

It’s part of your overall marketing.  Want help on sorting out what could be a good step forward versus a disastrous step into oblivion?   It’s part of the services I provide.  Let’s connect and talk.

PS:  After I wrote this, I discovered something else about the coffee business you can read here: https://medium.com/s/story/the-real-reason-coffee-at-starbucks-tastes-bitter-and-burned-b4ab8ab81919

PSS: And here’s a cool story on how some companies are successfully using apps: https://medium.com/marketing-and-entrepreneurship/10-examples-of-how-brands-are-using-chatbots-to-delight-customers-31ff9066b650