Executives May Make Decisions, But That Doesn't Mean They Know The Answers

This weekend I walked into a Verizon Wireless store to pick something up. They had these fancy new tablet computers that the agents carry around the store with them. Apparently, some folks back at corporate decided that having the tablets was a way for their agents to spend more time face to face with customers instead of being stuck behind a desk.  Sounds like a great customer service decision, right?

Wrong.

You see, the executives who decided to put the tablets in the stores have never actually worked in the stores.  And no matter how many surveys they had their agents complete, there is no better learning than being in the trenches.

In the case of Verizon Wireless, when they used desktops, their agents had to be signed in - one computer for one agent.  But with the new tablet systems, they have to share the interface. If one agent has a lot of information they need to fill in about a customer, the other agents have to wait. I think this is hilarious. They want their agents to spend more time with the customer...so now, the agent and the customer can stand next to each other while the whole transaction takes longer than if they stood at a counter.  As a customer which would you rather have? Stand at a counter and get out quickly or be forced to make chit-chat while the transaction time is needlessly protracted?

It is for this reason that more companies are including front-line people on design teams or decision groups - because their insights are second to none. Boeing, for example, invited real flight attendants, pilots and passengers to help them design their new 787 Dreamliner. They boast that it will be the most comfortable plane for all those who have to fly in it and not just those who manage its numbers from far away desks. 

Including those who will be most impacted by the decisions in the decision process is much more powerful than focus groups.  Focus groups will simply report what they want or don't want.  What they like or don't like. And very often the requests or desires are unrealistic or financially impossible. But when they are on the actual design team, on the inside, they are subject to all the budgetary and production restrictions and are more likely to work with management to solve the problems and find the best solutions.

As for Verizon Wireless, this time, they got it wrong.  But next time, I hope they'll heed this advice and include some customer service folks on the team tasked with how to improve customer service. Can you hear me now?

Comments

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Those factors produce a relatively strong case for why you should find out.

[Bill Burnett]

Airlines have used focus groups in the past to determine what makes for a satisfied customer on a flight. I recall that at least one airline determined it was the seat that mattered most. Interestingly, I believe the seats are designed, not by Boeing, but by the airlines themselves because they represent a point of competitive advantage. What Boeing can control are things like the size of the window (larger on the 787) the quality of air in the cabin (better on 787) etc.,. But if the seat stinks and you're cramping up, then the size of the window will matter very little.