In ancient times, the self-service concept was non-existent—an unthinkable and probably forbidden practice. When individuals required something, they’d request assistance, and an attendant would present the item. A courteous and skilled attendant often led to successful sales.
Today, however, the landscape is vastly different. The invasion of so-called “self-service” permeates stores and institutions, often leaving customers frustrated and angry.
Yesterday, after completing errands at a Corte Madera shopping mall, I longed for a cup of coffee and a light snack… an exercise easier said than done.
Firstly, America isn’t particularly renowned for its fancy cafés. A genuine café is a place to unwind, relax, decompress… yet Americans seem to have little use for such environments. Relaxation isn’t a core aspect of American life; movement or activity seems essential for happiness. The concept of “farniente” (the sweetness of doing nothing) so loved by Europeans, is considered suspicious—not to be trusted or used.
Consequently, there are presently few pleasant leisurely spots in America. Yesterday though, we stumbled upon Boudin, an establishment with a reassuringly French name, hinting at authenticity. Boudin, ostensibly a boulangerie-café, offered bread, croissants, etc., and a promise for relaxation.
Regrettably, over the years Boudin has lost its convivial way. At some point, a bad marketing decision led to the implementation of a self-service system, and Boudin morphed into a soulless, grey McDonald ‘s-esque operation.
“Self-checkout is detrimental as more retailers lose the personal touch. Customers yearn for businesses where they are known and communicated with.” Debbie Allen.
The original Boudin, founded in 1849 by Isidore Boudin, once offered exceptional food and service, but this ethos no longer holds due to the ill-thought implementation of “self-service.” There is no joy at Boudin anymore.
Customers now grapple with an unfamiliar and unfriendly software system hindering quick goal accomplishment. The cherished human touch is now conspicuously absent from this establishment.
What happened to the age-old mantra, “the customer is king”? With this new practice, customers find themselves relegated back to humiliating serfdom.
The soulless abomination of self-service must be eliminated.
Boycott this dreary marketing practice and bring back the warmth of the human touch in business.
Alain