Who will favour you in future will it be man or machine? When we go and opt for a service we try to get some sort of favour. Favours could be various kinds like get an early chance to be served i.e. get priority, get quality service, get cheap service, get better service, get free service. These favours are based on how well we know the service provider person (man), how often we take service/product from him, how are we in terms of talking with him/her. Or one can say how well a person know other and is served better. Few examples could be: when in a long queue at a bank we try to find some known bank person and get direct service. At milk booth, a good contact with seller could result in come some time later and pick your stuff, no need to stand in queue. At public bus booking counter, railway booking counter, find some known person working there, get tickets quickly and easily. Lots of other examples can be quoted where not only knowing a person works but to unknown as well. A customer can give bribe (in form of money or some other thing) to one person and things can happen quickly.
This is going on since historical times and still prevailing. In future with more things going digital how this trend would be affected is good to think. For such favours a good reputation, relation (relative, family, known, friend), loyalty or bribe is useful. Lets call it MARKS (good Marks). What would happen if service provider decision making is done digital? Customer now has to get good Marks for that digital system. More marks a customer has in a digital system better he is served. More favours he gets. Priority is given to him.
How to get more marks for a Digital System?
Like in brick-mortar world good Marks gives you favours, getting marks in a digital system would be similar as well. Some examples would make it more clear and one would realise that this is happening now also. A digital system can check how frequent (loyal) customers you are. System can give you discounts, serve you on priority, gives you freebies like free delivery, free carry bag etc. Think of membership cards for a grocery store or shop. You shop and get points. System knows how many times you have done shopping, how much shopping and can accordingly give you priority, discounts etc. Customer is having a credit card. It could be normal CC, high value or premium. Premium CC have many free services associated with them. These are checked digitally at places like air ports and other premium places.
One should make a good Digital Image in future by getting good marks as future is digital. Currently, these digital systems are not interconnected. But soon it may happen that they are connected and good Marks would become aggregate from all Digital source systems.
All the Best for Good Marks!!