For individuals, character is destiny. For organisations, culture is destiny.
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On a flight from LAX to JFK last week, I blasted through Tony Hsieh’s Delivering Happiness
in two hours flat. Part biography, part manifesto - Delivering Happiness covers key points in Tony Hsieh’s (pronounced Shay) journey from college dropout, to newly-minted millionaire startup founder, to the man who ultimately funded, then ran, Zappos.com. Throughout, we get a sense for the journey that brought him to the conclusion that supreme customer service and culture are the only lasting competitive advantages organisations can sustain.
This book had me thinking about the difference challenges between purely customer-focussed organisations like e-Commerce businesses, and our clients who are business Support functions with a very different set of customers. Is it possible to apply these lessons to a Support function?
There are some key differences we must keep in mind. However, there are also valuable lessons for them.
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In a Direct-to-Consumer organisation like Zappos, the addition of a new customer tends to add no significant burden to the organisation. They tend not to have to choose to serve one customer over another, or to rate the priority of customers in debating which order to fulfil. The incremental cost of a new customer or order can be easily absorbed without diminishing the customer service others receive.
So we can say that customers and their orders are homogenous in priority and are low cost.
In a Business Support function, like IT-Finance, we find that customers are very different. There may be large numbers of end users in the business, smaller numbers of regional managers, and few Chief Financial Officers. We can fit our customer-base to a skewed Bell curve in terms of their importance in the business, and thus priority. The demands of customers are also highly variable, and can vary significantly in ‘cost’. Whilst the organisation can absorb an amount of low-cost demands, such as changes to reports or metadata updates, there is a limit to the amount of high-cost work that can be accepted.
So we can say that customers and their ‘orders’ are heterogeneous in priority and have variable cost.
Support functions, then, are unlike Direct-to-Consumer organisations in that they face the issue of having to prioritise the demands of their customers. The small end of the Bell curve will wield the most power, and high priority demands will take precedence even over large numbers of low priority demands. Inevitably this leads to customer dissatisfaction among a wider population.
In an environment where some customers must inevitably be dissatisfied with the service they receive, how does a business function like IT-Finance ‘deliver happiness’ to it’s customers?
Should that even be a focus of the function?
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To answer the second question before the first - I think the benefits of providing high-quality customer service in a business Support function, even happiness, are apparent. It should be clear to everyone in a Support function that they are competing for the right to provide that support. They are competing against outsourcing, external consultants, technological innovations, and reorganisation.
Moreso, I believe they are competing to keep their own people interested and committed. No person has an endless capacity for accepting the frustration and recriminations that customers will vent, having experienced poor customer service.
Additionally, Support functions generate the largest amount of costs for most organisation. In some large financial firms they can comprise 50% of the cost base. As they don’t directly generate revenue, Support functions must rely on intangibles like customer satisfaction as proxy for their effectiveness and contribution to the organisation’s success.
Therefore customer satisfaction is, for Support functions, a reflection of quality. And excellent customer service can, as Zappos shows, actually help to generate tangible results for the business. Their call centre, rather than merely acting as a Support function, has moved up the value-chain into generating revenue.
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Back to the original question of how, in an environment where some customers must inevitably be dissatisfied with the service they receive, Support functions can provide excellent customer service.
In the same way that we prioritise the demands of the customer, we should also prioritise their satisfaction with the service.
For a Finance function, if the CFO, senior management, regional managers, and other customers like external analysts are satisfied with the service provided, then that Support function can be said to be more successful than one which meets every request for an updated report from wider business analysts. Due to the conflict of scare resources and customer demands, the Support function is forced to prioritise. This does not, however, mean that they are not fulfilling their role to a high level.
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Support functions, due to the nature of their customer-base, will find it difficult to generate happiness in that whole customer-base from their customer service. Yet this can surely be a driver of improvement and innovation - and can, as Zappos shows, generate significant value for the organisation.
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Interesting Quotes:
It was a valuable lesson. We learned that we should never outsource our core competency. As an e-commerce company, we should have considered warehousing to be our core competency from the beginning. Outsourcing that to a third party and trusting that they would care about our customers as much as we would was one of our biggest mistakes.
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By the end of the lunch, we realised that the biggest vision would be to build the Zappos brand to be about the very best customer service.
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If someone asked you to recite your corporate values or mission statement without looking it up, could you?
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…many companies think of their call centres as an expense to minimise. We believe that it’s a huge untapped opportunity for most companies, not only because it can result in word-of-mouth marketing, but because of its potential to increase the lifetime value of the customer. Usually marketing departments assume that the lifetime value of a customer is fixed when doing their ROI calculations. We view the lifetime value of a customer to be a moving target that can increase if we create more and more positive emotional associations with our brand through every interaction…
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Top 10 Ways to Instil Customer Service into Your Company: #10 Give great service to everyone: customers, employees, and vendors.
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Your Culture is your Brand.
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Although change can and will come from all directions, it’s important that most of the changes in the company are driven from the bottom up - from the people who are on the front lines, closer to the customers and/or issues.
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The role of the manager is to remove obstacles and enable his/her direct reports to succeed.