Advances in technology affect our daily lives and routines. Every morning I brush my teeth with specially formulated toothpaste, check my email on my laptop, and take my fortified multivitamin – but are all technology improvements this beneficial? As a travel technologist, I'm an obvious advocate of technology and yet I have to wonder if something is getting lost as we continue to move forward with technology and innovation.
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Stephen Joyce recently wrote about this issue by describing his recent nightmare travel experience which could have been much less of a nightmare had he used a travel agent. I wouldn't be surprised if many others had similar stories, illustrating that the human component cannot be replaced by any technology advances that I can foresee. When it comes to customer support, technology has its limitations. The support that is needed to answer questions, ease frustrations and empathize with customers cannot be replicated by a machine. To echo the sentiments of Stephen Joyce, this is where the value of the travel agents comes into play.
On the flipside, technology solutions can efficiently process and organize a wealth of information beyond the scope of any human brain. Travel technology solutions present options to consumers which a travel agent may have missed through manual research methods. With so many options available to travelers, technology solutions can sort, filter and present this information to consumers in a simple and manageable fashion.
As technology continues to move forward, I like to think of the relationship between customer service and technology as a symbiotic partnership. When viewed as separate entities, each has its own limitations – but together, they represent a solid approach to assisting consumers with their travel experiences.