Apple chat experience and personal learning
Posted September 23, 2016on:
After standing on the sidelines for a bit, I decided to replace my old iPhone with a new iPhone 7.
I made the order via online chat because that was one way to get on the 0%-interest installment plan. The other option was to call a service line.
I chose the lesser of two evils. I was also at a public library at the time, so I could not talk.
I summed up the experience in these two tweets.
I bought every major piece of Apple hardware I own (and have owned) online. The online chat process was very inefficient by comparison.
With my user information already in Apple’s databases, ordering a new phone online without an installment plan would have taken about a minute or two. To get on the special scheme, I had to wait for a representative to attend to me and type information that Apple already had into the chat boxes. The chat log told me this took almost 17 minutes.
A voice-based call would probably have taken longer with wait time and the need to verbally deliver and verify information.
I also had to wait for a follow-up call from a bank representative and I was informed that it would take up to two business days for this to happen. Thankfully that call happened within the hour.
I know that Apple is more than capable of providing an efficient online shopping experience. The inefficiency and dissatisfaction stem from the bank’s need to do things old school.
For whatever reason, the bank decided that it was better to include humans in the purchasing chain and forced unnecessary social interaction. Anyone who has experienced online shopping and e-commerce knows that what the bank required could have been automated. It felt like a step backwards in time.
As most things go, I thought about how this was like the state of most teaching.
Teaching has not gone as far as letting the learner choose the way Apple online lets customers choose: They decide what they want, and when or how they get it.
Like the banking link, there is forced social interaction that is unnecessary and inefficient. This is like focusing on social interaction for the purpose of delivering and verifying information. This goes at the pace of the teacher and in the way that makes sense to the teacher. What the learner feels or needs is almost irrelevant.
If there is any social interaction in teaching — be it in person or online — it should be to facilitate important processes like feedback, mentoring, or coaching. That is, anything that contributes to the personal learning by the learner. An empowered learner who decides what, when, and how.
Apple wants to push its iPads, Macbooks, and apps into classrooms. But it offers those of us in schooling and education an accidental but more important lesson in edtech: Let the technology do what it is good at, let people do what they are good at. Do not get in the way of either unless one enables the other to do and be better.