As new technology is released, brands are constantly looking for new ways to improve their customer experience. But technology just for technology’s sake isn’t always the best option. To be effective, new technology must be strategic and really meet customers’ needs—while also being transparent. Here are three recent stories that highlight technology advancements for CX, and what that means for customers.
Pampers To Release “Smart” Diapers
Modern parents have all types of gadgets, but now one of the most basic baby essentials is getting a technology upgrade. Pampers recently announced it will release smart diapers this fall. The Lumi by Pampers diapers will use an activity sensor and be connected to an app so parents can track if the diaper is dry, wet or very wet. Many pediatricians recommend parents track their baby’s diapers, especially in the first few months. This innovative new product could potentially make it easier to see what a baby is up to. The sensor will also track the baby’s sleep and movement in the app.
The development of smart diapers plays into the Internet of Thing trend around sensors and connected devices. It could be a convenient way for some parents to keep track of their babies. Pampers is reaching out to modern parents on the go. However, smart diapers have already been deemed unnecessary by some parents and could come across as a company just trying to push new technology to make more money.
Costco Rolls Out Digital Memberships
Made it to the Costco checkout only to realize you left your membership card at home? That’s no longer a problem. Costco announced this week that customers can now get digital memberships through the Costco app, which allows them to always have their membership card with them. Instead of showing a physical card, customers can simply scan their digital card. However, digital cards can’t be used at Costco gas stations or added to Apple Wallet on iPhones.
Moving to digital memberships is a smart move for Costco because it allows customers to always have the benefits of their memberships with them. The simple addition of a digital membership card removes the stress of always having to remember the physical card. However, many customers are criticizing Costco for not being able to use the digital card to get gas. Many other grocery stores and retailers are far ahead of Costco’s mobile strategy.
DoorDash To Change Tipping Policy After Customer Outcry
Who has more power—customers or employees? At food delivery company DoorDash, it appears to be customers. The company came under fire this week when it was revealed that the company was skimming tips from some delivery drivers to cover base pay for other drivers. As a result, many drivers weren’t getting their full tip amount. The practice has been going on for months, and many people were aware of it. But it wasn’t until customers complained—not the drivers themselves—that the CEO took to Twitter to say DoorDash would start giving drivers their full tip amounts. Not even a potential investigation by the Office of Labor Standards Enforcement earlier this year could get DoorDash to change its payment policy.
This story shows the real power of customers. Complaints from employees and potential investigations couldn’t make a change, but DoorDash was quick to change its policy once customers started complaining. It also highlights the importance of transparency. If DoorDash had been more open about how it was paying drivers from the start, this likely wouldn’t have grown into such a large issue.
Technology is the lifeblood of customer experience. Brands can’t remain relevant if they don’t keep up with new technology and innovative business practices. The best technology is used strategically and creates frictionless, convenient solutions.
Blake Morgan is a keynote speaker, futurist and author of two books, “The Customer Of The Future” and “More Is More.” Sign up for her weekly customer experience newsletter here.