Here's the best part ... the story is a glowing omnichannel festival of tech love ... but when the NPR reporter orders a pizza using fancy omnichannel technology, guess what happens (not listed in the text of the article)?
- The order arrives, and the toppings are wrong!
The toppings are wrong!
Merchandise and Service are being forgotten. We're constantly being told by folks with a vested interest in technology that customers demand flawless technology across channels. The the folks with a vested interest in technology get paid.
Customers also demand that the darn pizza arrives as ordered. In fact, that's more important. Much, much more important.
There is a lot of room for businesses to simply get the basics right. And customers seem to like it when the basics are executed properly.
Why don't the omnichannel advocates talk about getting the basics right?