Adobe misses the outsourcing boat

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Would you find it odd if McDonald’s outsourced their burger cooking to Joe’s Diner or Burger King? What about Global Burger Associates?

If they did so, would they know if the quality of their food dropped?

What’s my point? My point is that you don’t farm out core competencies.

While I hadn’t noticed it because I haven’t asked them for customer service help in years, Adobe recently posted an open letter to their customers about the quality of their customer service in recent times.

The letter discusses the fact that they have a new global services vendor and how they are quickly working to get this vendor up to speed.

Sad, really.

Not that outsourcing thing, though that is unfortunate – regardless of who is doing the work.

What’s sad is that this work isn’t viewed as important enough to handle it themselves, ie: with Adobe employees.

I’ve heard all the arguments. IMO, they’re all wrong.

As wrong as liver-flavored ice cream

Farming out your customer service and support to some other company is just plain stupid. Not only that, it ignores the asset that customer service and support are.

You just don’t farm out an asset like customer service to another company.

What data are they missing by outsourcing support/service duties to another company?

It’s possible that they have access to the database, but is it integrated with their own customer/order database?

Can their developers access this remote system when they need to find out what is causing their customers’ pain?

Can their developers meet face to face with the support staff when dealing with an issue of substantial magnitude?

I don’t know. Maybe. My guess is “sorta” rather than “No”.

But those answers would be “Yes” if they felt it was important enough to do it themselves.

Assets, not liabilities

If you have 5,000 customer service employees who can provide great care for your customers and your competition has 5,000 outsourced customer service contractors who can provide great care for their customers – who has the assets?

Who can leverage the skills they have in-house? Who is building a base of employees with in-depth product and customer knowledge? Aren’t those the people you want to promote in order to strengthen your company?

Not the outsourced one.

Customer service and support are not an expense to be outsourced to the low bidder, nor to that “premium global services” vendor down the street or across the globe.

They’re an asset to care for, leverage and tend to with the utmost respect, just like your customers.

No, it isn’t easy. If it was easy…anyone could do it.

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