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Are You Outsourcing?
The
debate over international outsourcing is passionate. Protectionists and
free trade advocates are drawing battle lines. Isn’t ironic that neither
side ever mentions domestic outsourcing to customers? Since the 1970’s,
when consumers gladly pumped their own gas to save a few pennies,
companies have been outsourcing service positions to their customers. The
proliferation of e-commerce has contributed to a significant reduction of
service positions in established corporations.
Outsourcing jobs to
customers can be advantageous to both parties. The cost and management
reduction leads to more competitive pricing. The convenience is appealing
to consumers. Overall, it is a good idea as long as we balance
self-service with quality information and full service availability.
Encouraging customers to shop, troubleshoot, and correspond online is good
as long as there is an option to contact a knowledgeable operator
throughout the process.
If you are considering
outsourcing to your customers, keep these points in mind:
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Encourage self
service by offering an online shopping discount, detailed product
information, and an extensive frequently asked questions area. Every
promotion, correspondence, and marketing venue should include your URL.
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Reassure your
customers that you are standing by to help if they have any problems by
including contact information on every web page. Establish response
standards (24 hours for email; 20 seconds for answering calls) for every
contact point. Customers tend to search for answers before they call or
email. They have already invested time so they want a quick resolution.
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Invest some of the
labor savings in employee education and wages. It will improve quality
and morale. Employees become a part of an evolutionary process instead
of playing the elimination game.
-
Review all proposed
service enhancements from the customers’ perspective. Technology can be
seductive and lure you down the path of continuous upgrades with little
or no return. Quality service increases convenience without adding
issues.
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Recognize that some
processes should not be outsourced. Anything that reduces security or
service should remain an internal function.
Every company should
seek continuous improvement. If you are not evolving, you are dying. Just
remember to keep everything in balance and perspective.
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