RM Online - The computer is a great tool, but it can never replace the human touch

Managing by Computer

By Steve Kohn

Here's a twist from a guy who has been preaching for the last three years on the value of a computer in your business. Think about these questions for a moment: Are we relying on our computers too much? Are computers making decisions for us that they shouldn't? Are we blaming our computers when things go wrong? Are we forgetting the personal side of renting? If you answered yes to any of these, this article is for you.

Since the mid '80s, the computer has become more integrated into our lives. Have we reached a point where computers are making or influencing all of our decisions and actions? I certainly hope not.

Awhile ago I started a procedure by which my staff prepared a list for me each Monday of all the customers who rented from us for the first time. This list came off the computer. Then I had another staff assistant generate computer postcards, questionnaires and coupons for additional rentals to be mailed to these customers.

After awhile, something inside hit me: I used to pick up the phone and call these folks and ask questions - How did everything go? Were you happy with our service? Will you be using us in the future?

Did I forget my customer service skills or have I caught that dreadful but curable disease called "computer-influenza"? Many of us are falling into the trap of allowing our computers to take over customer service tasks that we should be doing ourselves. We need to remember that our computer is a tool that we should work with, not have it do all our work for us. Follow-up procedures are just one area that we need to be aware of.

Another important issue: buying decisions. How many times do we base our purchasing decisions on what a computer tells us? This year we will buy 100 widgets, based on a 10 percent increase plotted over the last five years on our computer. What ever happened to "gut feelings"? Maybe for one reason or another you think this year widgets are going to be in high demand; you have a "feel" for certain factors. Is it wrong to rely on a feel rather than a computer model? Absolutely not.

Another area to consider: "meetings vs. memos." How many times do we e-mail or memo an employee or a customer simply because it's easier or more convenient than actually picking up the phone or paying them a visit? E-mail can do wonders, but there is nothing that can replace a personal visit or conversation; it's a great way to follow up after a personal meeting, not a way to replace it.

Do computers make mistakes? Does the inventory in the computer always match the inventory on hand? Are all computer-generated invoices and statements 100 percent correct? Are there any bugs in your system? No? Well, I am amazed.

Remember, computers have limitations - they have to be double-checked and monitored. Many people seem to have a built-in fear of questioning a computer. Assuming a computer is wrong is like questioning our very existence. Trust me, if you question the results of a computer, a giant lightning bolt will not come out of the machine and strike you.

Are you suffering from "upgrade mania"? Does new and improved mean you can get rid of "old and lousy"? You know the game I am talking about. Just when you've mastered something and it's working great, something better comes along and you are forced by unknown powers to shell out the big bucks to buy something else that will be obsolete in six months. Don't become a victim of this game. All upgrades are not necessary. Weigh the pros and cons, and then make intelligent decisions.

The personal touch is what separates us from the big-box stores and makes us unique. A computer can't give that personal warm fuzzy feeling to a customer. A computer is great to produce a contract in record time, but a friendly smile and a handshake can go even further. The front counter was not meant to be the "Great Wall of Ren-tal." Step on the other side of it once in awhile and show off that customer service of yours.

CAD drawings and layouts are great - they save time (sometimes) and our customers appreciate them. But sometimes all that is necessary is a scratch pad and a pencil. Sit down with a customer and just draw out a vision. Sometimes this might mean more to a customer than a detailed, computer-generated 3D diagram. This shows you care and are willing to take the time to listen and visualize your customer's needs.

I enjoy computers immensely. I love to teach people what they can do, and I enjoy purchasing new and exciting peripherals that go with them. But I have come to realize that a computer is just one part of what makes up a successful rental business. Let's put our computers to good use, but keep our perspectives clear.