The problem isn’t technology alone when it comes to costs, but more the thinking behind it that increases costs. The transaction costs are very visible and for the gullible represent quick savings for companies. And companies laden with rewards and pressure to reduce costs “quick” is an embraceable proposition – it becomes a way to achieve instant gratification and survival in organizations.
I recently had a phone call with a technology company that assured me that IVR systems – that I loathe – were saving companies millions. No evidence but the reduction in visible transaction costs – this means each transaction cost is lower. Systemic or total costs are completely ignored.
No one asks about how many transactions that come in the form of customer demands are actually value or failure they just look at the transaction alone . . . not whether the transaction should have occurred in the first place or not.
Reducing failure demand (demand caused by a failure to do something or do something right for a customer) becomes a huge area to make improvement and does not involve any IT. As part of reducing failure demand, we are improving the flow . . . as economies come from flow and not scale.
Looking at the history of reducing transaction costs with a flawed mindset, we see that in the good old days we would get service face-to-face. Telephony advances in technology allowed for a cost reduction in centralizing customer demands through contact centers. Now, we have websites to reduce transaction costs and avoid the contact center.
The result has been worse service and more costs. A natural extension of when the focus is on reducing costs . . . costs increase.
Outsourcing and shared services have been enabled by technology – couldn’t have either without technology. However, both perpetuate the reduction of transaction costs as a form of improvement and ignore the systemic customer demand and flow that really are behind reducing costs. The management paradox is that the transactional mindset is increasing costs in the form of lost customers and acceptance of a poor service design.
Tripp Babbitt is a speaker, blogger and consultant to service industry (private and public). His organization helps executives find a better way to make the work work. Read his articles at Quality Digest and his column for CustomermanagementIQ.com. Learn more about the 95 Method for service organizations. Reach him on Twitter at www.twitter.com/TriBabbittor LinkedIn at www.linkedin.com/in/trippbabbitt.Share This: