Rage against the machine: customers, employees, online technology and post-pandemic service

Purpose The purpose of this paper is to share operational insights for managers and leaders in post-pandemic hospitality organizations, particularly related to the integration of technology and how these impact both customers and frontline customer service employees. Design/methodology/approach Using long-term autoethnographic methods, the author worked as an employee. This allowed insight into operational and organizational difficulties with regard to use of self-service technologies, interactions between customers and employees and the relationship between these. Findings Overall, the use of self-service technology for online booking and buying of hospitality services accelerated during the pandemic and solidified in the post-pandemic era. There has not been commensurate attention to how this impacts customer experience, the new gaps between where and when service is offered to customers and the negative impact this has on employee–customer interactions. All of this contributes to the industry’s ongoing struggles with low employee morale and difficulties with employee recruitment and retention. Research limitations/implications This research occurred in one hospitality organization, but the findings have potential for portability to other hospitality and tourism organizations. Practical implications The paper offers many suggestions for more effective management of hospitality operations. Matching service to when and where customer engage in booking and buying better meets customer needs and offers flexible work options for employees. Further, supporting customers through their use of self-service technology is an important aspect of post-pandemic service. Originality/value This paper provides actionable insights to hospitality managers and leaders to re-vision customer service in the post-pandemic period in order to better serve their customers and more effectively support their workers, while reducing friction between them. The suggestions provided can be put into practice immediately in order to address staffing challenges within hospitality organizations.