Efficiency vs. Customer Service

So, the other day the-guy-I'm-seeing and I went to the movies. I think it was on Monday, so there weren't many movie goers. Prior to heading to our seats, I decided that I wanted to get some delicious popcorn and a coke to enhance my movie-going experience, if you will.

As I walked up to the counter, I noticed that there were about 15 registers. Tangent: Why do they have that many registers? You never see that many people attending them! So, since the popcorn/coke providers were hanging out (not behind any particular register), I simply chose one and approached. Apparently I had chosen the wrong one though, cause they didn't even look at me. Then another happy movie goer approached a different register and was promptly served. Growing all-the-wiser, I quickly got in line behind the girl who had chosen correctly, hoping to not be foiled again. Victory was mine as the young male attendant handed me my popcorn and coke. Since I never hold on to cash very long and was once again out, I used my credit card. With on swift move, the server swiped the card and handed me the receipt to sign without a word. As I reached for the receipt, without even a nod of acknowledgement that our transaction had concluded, he asked the person behind me what they wanted...

Now, perhaps I'm not being clear, which would be very hard to believe, but the point I was trying to make, is that there was no sort of customer service going on at this theater, but they were very efficient. The-guy-I'm-seeing seemed to think the efficiency trumped the customer service and was impressed. But I was left feeling like the attendant that I'd spent all that time with, talking about popcorn and coke didn't really care about me. I felt cold and alone and I don't think that my delicious popcorn and coke were quite as delicious because of it.

So, my question is, must we sacrifice customer service for efficiency? I think not!