Couple days ago I was enjoying the day at the lake when I was struck with the degree to which our businesses are fragmented. Park ranger referred us to the front desk for questions about fishing and to a store down the road for boat rentals. The store referred us to the park for the hours of boat launch and the landing costs. In the end, had I actually cared to I could get all the info I wanted. That’s not the point.
The point is that with just minimal cross-training and some aids (like brochures, information boards and a web site that integrate answers to all these questions) all of this interdepartmental mess and outsourcing would have appeared seamless to the consumer. As a result the customer satisfaction would be higher and, quite likely, a fair amount of cross selling and upselling would take place.
Businesses and government agencies miss out tremendously by focusing on specializations. Specializing while being able to also function as a generalist is at the heart of a mass customization environment.
What can you change in your business to reduce the customer runaround?
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