David J. Danto
Principal
Consultant, Collaboration/ AV / Multimedia / Video / UC
Dimension Data
Director of
Emerging Technology
Interactive
Multimedia & Collaborative Communications Alliance
eMail:
David.Danto@DimensionData.com Follow Video &
Technology Industry News: @NJDavidD
(Read David’s Bio) (See
David’s CV) (Read David’s Other Blogs & Articles)
Pain-in-the-Neck,
Serviced with a Smile
I
just hung-up from a telephone call with my doctor…oh, wait, forgive me – with
my Primary Care Physician. She told me
that all of my pre-surgical tests checked-out fine. (Now how’s that for a “kissing your sister”
experience? Everything is fine – except
the thing that’s so not fine we’re cutting you open to fix it. But let me try not to go off on too many
tangents today…)
My doctor did a terrific job of collaborating with
multiple other specialists over a last minute issue that came up. She emailed and conferenced with five other
physicians for me to get the all clear – including a couple that are not in her
group practice. She used the same type
of collaboration tools you’d find in any other large enterprise, but in this
case the technology was used to improve the healthcare I will receive. I’m all set for a one day hospital procedure
to remove a couple of discs in my neck that are…well let’s just say not playing
nice in the sandbox anymore. I don’t
know how “all-set” I am for the recovery at home with a stiff collar on my
neck, but it’ll be a small price to pay I guess.
I’m very thankful for the extra effort she went through
to make sure every concern was addressed and set-aside. It reminds me that despite how awful the healthcare
industry has become in the USA, there are still doctors that realize they are
there to help their patients and not just to make money. This is unfortunately much more difficult to
find in today’s world, as businesses that exist specifically and exclusively to
serve their clients and make money in
the process seem to have forgotten the first part about the clients.
Just last week the CEO of United Airlines was quoted
as saying "For far too long, we've operated this company as an
airline: Airlines don't make money…" He said he wants his employees to
view United as a business. "That means constantly looking at ways to do
things smarter and less expensively." My reaction to that is um…no. In a service industry, customer facing
employees should always be looking for ways to provide superior service, which
creates return customers and increased loyalty and therefore repeat
revenue. He and some others in the
service industry seem to have forgotten how much harder it is to gain market
share in a competitive space when you go out of your way NOT to please your
customers. It’s not about maximizing the
shareholder value in the short term, it’s about creating premium value through
long term excellent performance. Or as Jack
Welch said, “Any jerk can have short-term earnings. You squeeze, squeeze,
squeeze, and the company sinks five years later.” (Amazingly United hasn’t had either earnings
or superior service, so theirs must be a third kind of strategy that only
maximizes compensation for management.
They must think of the expression ‘customer service’ and use the definition
of ‘service’ as in how the bull “services” the cow.)
What kind of a world would we live in if every business
put the shareholder’s short-term interests in front of their customers’? I’m sure we can make the cars more cheaply –
omit some of that protective frame safety nonsense. I’m sure we can process food less
expensively. Who needs all that checking
for disease silliness? I could go on and
on here with analogies, but the point is that the only way for businesses to
differentiate themselves to their customers is to treat their customers like
they are valued and appreciated – indirectly by caring to do a good job, and
directly by letting the customer feel appreciated and valued. Technology can offer many assists in this
process – like having the customer’s history and preferences show up on a
screen when they call in, or permitting the kind of collaboration around a
project as in my medical case described above.
These tools allow a service conscious professional to show real care –
real customer service. Is some cases
this may directly improve the firm’s bottom-line, but in others it improves
intangibles – like productivity, or customer satisfaction. These improvements may not show up
immediately in a CEO bonus or shareholder dividend, but they are evident in the
satisfaction surveys of both employees and customers – and they build that
premium value I mentioned.
Satisfaction makes a customer go back to a specific
doctor or airline or any service oriented business. It even helps customers justify paying a
premium price for that better experience.
Collaboration technology leveraged to improve that service is well
positioned to then improve the customer experience – as in really make the
customer feel that the firm’s people went out of their way to make sure the
needs were met. That combination will
always win-out, regardless if we’re discussing doctors, airlines or store
clerks.
So as I have my pain-in-the-neck surgically removed, I
urge all corporate boards of directors to work on having theirs removed
ASAP. If you need any collaboration
technology designed for you to assist the process just let me know, I’m not
going anywhere for a while…
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This
article was written by David Danto and contains solely his own,
personal opinions. David has over three decades of experience providing problem
solving leadership and innovation in media and unified communications
technologies for various firms in the corporate, broadcasting and academic
worlds including AT&T, Bloomberg LP, FNN, Morgan
Stanley, NYU, Lehman Brothers and JP Morgan Chase. He now works with Dimension Data as their Principal
Consultant for the collaboration, multimedia, video and AV disciplines. He is
also the IMCCA’s Director of
Emerging Technology. David can be reached at David.Danto@Dimensiondata.com
or DDanto@imcca.org and his full bio and
other blogs and articles can be seen at Danto.info. Please reach-out to David if you would like
to discuss how he can help your organization solve problems or develop a
future-proof collaboration strategy.