Companies outsource Y2K tech work, then while at it, their software development.
Then manufacturing and some marketing. Research and customer care followed as logical extension of these cost-cutting measures.
Then we tout culture-building, crowd-sourcing etc…
The truth is, we did not care about our customers or the culture from within.
Culture reinforces brand.
Weak corporate culture links to weak brand.
From Zippo to Zappos, we see that companies which care always win in the end.
Apple is sitting on a mountain of cash ( near Mountain View) while the FED is predicting another 18 months to full recovery.
The economy has been divorced from life, as if mathematics could exist without math teachers.
Beginning students can tell you that far from it, economics is closely linked to real life (Valentine Day spending? Teacher’s Day bouquet).
We have focused on the transactions and not the people doing the buying and selling.
Great companies know how to get the right mix of technology (efficiency) to free up its people for customer care (effectiveness).
Zappos deliberately designs its work space so people bump into co-workers on the way out, to foster collaboration and fun culture.
In-and-Out Burger championed a work ethic second to none (mouth-watering double-double).
Customers are intelligent creatures who can sense that they are mistreated or well-treated.
As we outsource, automate and streamline our workload, let’s keep it in-house the customer care department.
Customers are not kids to be sent to day care. They call because they have some concerns that need immediate resolution.
When done right, these are our evangelists and enthusiasts. Millions of these transactions will turn complaints into compliments.
Want to ride the wave to the mountain (of cash)? Love the ones you have. They are still the ones who are easier to keep than acquire.
