hree recent experiences remind me that automation for the sake of automation doesn’t really do much. But if automation can be used to improve processes, eliminate repetition, and redundancy, then it is well worth investing the time to improve the automation. It is a personal pet peeve of mine whenever I have to supply the same piece of information more than one in a given transaction, especially when that data is available somewhere else. Here are two small failures, and one small success to illustrate where we stand with automation and process improvement in day-to-day tasks.
“Would you like to apply for a Target Red Card?”
The complex we live in borders a Target and Safeway shopping center. This has been very convenient. We can walk to the store. It means we probably go more frequently than we need to. And because Target has pretty much everything, we go there quite a bit. Eventually, we decided to get one of their Red Card credit cards because we save 5% on every purchase. Once we had the card, I set it up to pay the bill in full each month. There is no point in saving 5% on purchases if you are paying 19% interest. So we get a nice benefit on every purchase we make from Target. So far, so good.
Recently, however, it seems that Target is really pushing the use of the Red Card to the exclusion of all logic. For instance, on several occasions, I’d put my items on the conveyor, slide my Red Card and wait for the total.
“Would you like to apply for a Target Red Card?” the cashier asked.
I blinked. “Well,” I said, holding up my Target Red Card, “I just paid with mine. Do I need another?”
The cashier laughed and we each went about our day.
But it happened again on the next visit with a different cashier. And then again. And again.
Finally, I said to the cashier, “You guys have been asking this quite a bit. I pay with my Red Card every time I come here and you always ask me if I want to apply for a Red Card. Isn’t there something on your screen that tells you that I have paid with a Red Card?”
The cashier said, “We are told to ask everyone, even if you already have a Red Card?”
“What sense does that make? If I say, ‘yes’ and apply for a second Red Card what would happen?”
The cashier just shrugged.
I don’t mind being asked this once or twice, but every single time I come to Target, and when I have already swiped my Red Card? That seems like a major breakdown, not just in a logical process, but in customer service.
“Can you fill out these forms?”
I took the Little Man to the doctor the other day. There is a nice touch-screen system to check in, and pay your co-pay, if one is due. It’s a nice piece of automation. But it failed this time. The system told me to see the desk. So I saw the receptionist and he told me that since it was the Little Man’s first visit this year, I had to fill out some forms. He handed me three forms.
The forms were all standard information. Parent names, addresses, phone numbers, insurance company information. I filled them out at a slow burn because I knew what would happen. I’d turn the papers back to the receptionist and he would key in my responses to the central system. So not only was I entering the information, but he was entering the information. He had to parse my handwriting, increasing the chance that some of the data would be entered incorrectly.