“Pharmacist.”
“Pharmacist.”
“PHARMACIST,” I growled into my phone for the umpteenth time. I had been trying to reach a human being to ask a simple question. For whatever reason, its automated system kept repeating its command for me to say what I wanted. I had been saying “pharmacist” and getting madder and madder each time I had to repeat it.
Remember when human beings actually answered the phone? I miss the courteous and friendly interactions with receptionists. These days, it’s fairly rare to encounter a receptionist. And I get it — why pay someone a salary to do a job that an automated system can handle for far less money?
It’s a tale as old as time. Technological progress means more and more tasks can be automated for the sake of efficiency and economy. We live in an amazing time when AI is not only getting smarter and faster, but is being integrated into all aspects of our lives, including how businesses interact with their customers.
But just because you can automate something doesn’t mean you should.
In industries like ours — service-focused, reputation-based, and often rooted in long-term customer relationships — the human element isn’t just a nice-to-have, it’s a must-have. Your front desk staff aren’t just there to route calls. They’re the first impression, the voice of calm when a patron is frustrated, the person who remembers names, follows up, and makes customers feel like they matter.
Automated systems, no matter how efficient, don’t laugh at jokes, pick up on tone, or read between the lines. They don’t build loyalty.
If a patron has a program question, a concern about the facility or just wants to sign up for a lane, do you really want their experience to be the robotic version of “PHARMACIST!”? Or do you want them to feel heard, understood, and taken care of?
That doesn’t mean there’s no place for automation — of course there is. Smart tools can absolutely enhance operations and support your team. But they should support the human experience, not replace it.
As facility operators, let’s make choices that elevate service rather than undercut it. Technology should make us more connected, not more distant. In the rush toward progress, let’s not lose what made our facilities stand out in the first place: real people, delivering real service, with real care.
