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Are You Outsourcing?
The debate over international outsourcing is
passionate. Protectionists and free trade advocates are drawing battle
lines. Isnt ironic that neither side ever mentions domestic outsourcing
to customers? Since the 1970s, 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.
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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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