WE ARE IN THE MIDDLE of a cultural shift; there is no arguing that. The way in which we live, work, and play is significantly changing and will continue to change and evolve. In the business world, we are inundated with data acronyms – AI, SEO, EDI, CDP, ERP, CRM. And even more so in the laundry industry are these abbreviations ever present – COG, CBW, OPL, PPOH. While all of these are wildly important and even required for many of you reading this, people – suppliers and customers – are yearning for a human connection. A face-to-face meeting, a non-robotic phone call or a response from someone named something other than Siri or Alexa. These "old school" methods are not without their downsides, though; they lack the analytical data and efficiencies. To truly be a valued business partner, one must blend "old school" wisdom with "new school" tech.
Companies with long-standing industry roots often find that time-tested habits – like handwritten thank-you notes or direct conversations – still go a long way in building trust. These approaches, while valuable, must now coexist with modern, data-driven practices to remain effective. Many of us have mastered these interactions and continue to practice the art. The downside to this approach, though, is that it only goes so far. When the rubber hits the road, these traits only take you so far. Solving complex problems requires numbers, analysis, and data-driven decision making. Welcome to the "new school."
"New school" tech – like artificial intelligence, big data analytics, and real-time cloud computing – plays a crucial role in modern decision making by providing faster, more accurate, and data-driven insights. These tools allow businesses and individuals to process massive amounts of information quickly, spot patterns or trends, and make informed choices with greater confidence. Unlike traditional methods that rely heavily on intuition or limited datasets, new school tech enhances objectivity and reduces guesswork, helping decision makers stay competitive, agile, and forward-thinking in an increasingly fast-paced world.
Spoiler: The above paragraph was written using ChatGPT, using the prompt: "Write a paragraph about how ‘new school’ tech is important when it comes to decision making." It was generated in a matter of seconds. This new technology at our fingertips is powerful and unbiased. The challenge is that it is cold. It’s missing the human interaction that we crave. It’s the reason that we repeatedly click "0" on our phone hoping to get a human voice in the midst of our frustration with the lack of empathy that new tech delivers. We as humans would rather speak to a living, breathing operator than get passed back and forth by answering machine bots.
The key to succeeding is finding the middle ground between these two polar opposites: acting with personal touches, while harnessing the power of statistical analytics. Below are examples of how businesses in the laundry industry are blending technology and personalized service to meet customer needs.
Personalized E-Commerce Experience – Modern e-commerce systems can offer personalized recommendations and automated communication, helping customers feel confident in their purchases while maintaining a sense of human touch. To combine the convenience of modern technology with a sense of trust and familiarity, many companies are enhancing their online shopping platforms with personalized features. These systems can recommend products that align with the user’s specific equipment needs and provide timely updates throughout the ordering process, such as confirmation and shipping notifications. In some cases, follow-up calls from sales representatives help maintain a personal connection and offer reassurance, especially for more complex purchases.
Visit Reports – In-person reviews remain an effective way for service providers to uncover issues that data alone might not reveal – helping align technical performance with each customer’s unique operational goals. Think of these as the report card you get when you get your vehicle serviced. A thorough checklist is done to make sure the operator is producing quality linen, doesn’t have any safety or mechanical issues, and has a sufficient stock level of consumables and spares should an emergency arise. We leverage this data to know what and when will need to be done for each piece of equipment. It is during these meetings that we learn more about the human side of what our customers are trying to achieve from their equipment, their operations, and heck, even their lives.
Pointed Emails – Mass emails feel like a shot in the dark, and aggravating if they do not contain specific, relevant information. Tailored communication – based on field-level knowledge – can help ensure that customers receive only relevant and timely information, improving engagement and reducing noise. Building relationships in the field with each customer allows us to know what matters to them – and what they want to see come across their desk.
The challenging part about these two approaches is that typically one is engrained in an organization – and it may feel like you are stuck in a rut. "That’s the way we’ve always done it" is a good indication that a transition in thinking may need to occur. In today’s environment, mastering and employing both "schools" is the best way to survive and thrive. A traditional, relationship-based approach will be slow to react to trends. A solely tech-based approach will feel too transactional and lack the familiarity that humans naturally desire.
The key to leveraging the upsides of both is to find a middle ground between the two. Utilize the data at your fingertips to make well informed, pertinent recommendations and decisions. Utilize the time you have spent building rapport to gain trust. Successfully combining human connection with data-driven decisions is becoming essential for success in today’s laundry industry.
