There’s an interesting piece making the social media rounds right now. It’s about a Craigslist post by the management of a New York City restaurant who were trying to determine why their service was so much slower in 2014 than it was in 2004 despite a simplified menu and increased staff. They were able to find security tapes from 2004 and compare them to their current security recordings and here’s part of what they found:
26 out of 45 customers spend an average of 3 minutes taking photos of the food.
14 out of 45 customers take pictures of each other with the food in front of them or as they are eating the food. This takes on average another 4 minutes as they must review and sometimes retake the photo.
9 out of 45 customers sent their food back to reheat. Obviously if they didn’t pause to do whatever on their phone the food wouldn’t have gotten cold.
27 out of 45 customers asked their waiter to take a group photo. 14 of those requested the waiter retake the photo as they were not pleased with the first photo. On average this entire process between the chit chatting and reviewing the photo taken added another 5 minutes and obviously caused the waiter not to be able to take care of other tables he/she was serving.
Given in most cases the customers are constantly busy on their phones it took an average of 20 minutes more from when they were done eating until they requested a check. Furthermore once the check was delivered it took 15 minutes longer than 10 years ago for them to pay and leave.
8 out of 45 customers bumped into other customers or in one case a waiter (texting while walking) as they were either walking in or out of the Restaurant.
In the end the restaurant’s management found that in 2004 the average customer was with them for 1 hour and 5 minutes. In 2014 that time had increased to 1 hour and 55 minutes, an increase of about 77%. No wonder they were seeing slower service times and an increase in complaints about slow service.
In the apartment industry we spend a lot of time talking about how technology has changed many aspects of the business – the impact of mobile on the leasing process, how to respond to online reviews, etc. – but we haven’t talked a lot about how these new technologies are changing how we interact with customers on a daily basis. I’d love to hear from you about changes you’ve noticed in your daily interaction with your customers and prospects, and how that’s impacted how you do business. Feel free to email me with any stories or observations you have about the changes you’ve seen as a result of the boom in mobile tech.