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Making it "By Hand" Before the industrial revolution, most products were made “by hand.” One of the most telling features of the industrial revolution was that we were able to delegate to machines much manufacturing work that had been done, for centuries, by people. The industrial revolution made it possible for the masses to enjoy many new products but didn't necessarily diminish the value of "handmade" creations. We still perceive a higher value when certain products are made by hand, such as acoustic guitars or sushi. One of the most telling features of our more recent information revolution is that we are now able to delegate numerous customer interactions to machines. Not only do we not have to make every product by hand, we don’t even have to make every sale by hand. Does this diminish or increase the value of a handmade experience? In many cases automation is, of course, good for customers and good for the companies selling to those customers. Very few of us are unhappy that we have access to ATM’s, self-serve gas pumps and amazon.com. However, many technologies that have been introduced into customer interactions are very convenient for sellers, but not for customers. In Chapter 1 of We, I wrote a section titled “Progress has led us astray” that explores this question: When you introduce a new technology into your company, is this a technology that brings you closer to, or farther from, your customers? There are many opportunities to use technology to reduce costs, increase efficiency, and, at the same time, improve customer relationships. The way American Airlines designed its self-service kiosk/baggage check process at O’Hare Airport saves both them and me a lot of time and frustration. But, so frequently, technologies put barriers between sellers and customers; for example, American Airlines’ insistence on screening my call with a computer that can’t understand my un-accented Midwestern voice before allowing me to talk to a reservationist. This hurdle is obviously for their convenience, not for mine. Here’s the challenge: Continually ask yourself the question I posed above as you innovate with technology – is this new technology going to bring us closer to our customers? If not, consider whether you are really saving money by employing the new technology. Maybe you’d be better off “making it by hand.” Take Notice As a customer, as you interact with companies, notice whether they are using their technologies to distance themselves from you, or, in contrast, if they are employing technology to get closer to you. (See pages 5 – 10 in We for some examples) How do you compare? What about your company? Think of the technological innovations you have put in place over the past few years, or those that are currently under development. Will they bring you closer to, or farther from, your customers? Try this There is no company in the world that will not be able to identify at least a few technologies that put up barriers between them and their customers. After considering the “How do you compare?” exercise above, review these technologies, and look for ways to lessen the way they distance you from customers. Here’s
a personal example: The book purchasing system we use to sell my books
on yastrow.com automatically sends an email to my assistant, Carol Anixter
alerting her of each sale. All she has to do is print the email, grab
the books from our inventory, and hand the order to Michelle Adderley,
who handles all of our shipping. It’s a very easy, streamlined
process that requires no personal contact with our customers. So, in
order to make the process a bit more personal, Carol now adds a personal,
hand-written thank you note into each package, and, if I’m in
town, I try to sign each book that goes out. |
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Read More:
Buy Steve's new book, We: The Ideal Customer Relationship In
We, you will learn: We is both a manifesto and a how-to guide that will change the way you interact with customers ... and change the way your customers think about you.
Download your free ebook, Encounters: The Building Blocks of We Relationships Get More Steve See this newsletter in your browser Read newsletters from the archive
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© 2008 Steve Yastrow. All rights reserved. |
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How to create relationship-building encounters, instead of relationship-eroding
transactions 