Do your systems serve your internal customers or all of them?
By internal customers, I mean your accounting department, the staff on the shipping dock, customer service representatives, sales people and so on.
Systems that serve your internal customers do things such as accept, validate and record orders, track commissions, automate shipment notifications, manage inventory and a multitude of other things necessary to make sure that orders for products and services are properly fulfilled.
These systems (investments, really) serve your “real” clients as well, but in many cases their service to the client is indirect. I say indirect because your client rarely sees this service, even though they benefit from it. These systems enable your staff to serve your clients, keep track of where their package is and keep track of the fact that they’ve paid their bill. That’s service they benefit from – even if it is indirect.
Clearly, these investments are valuable. My assertion is that these systems don’t often focus on the client’s needs, even though they ultimately serve that client.
You knew I’d have an example or two.
You’ve probably seen a cryptic medical bill at some point. These bills have improved vs. the bills of five or ten years ago, but they could still be easier to read. Focusing on client needs might mean making the effort to create a customer-focused bill where info other than the total amount due is intelligible to the patient and their family.
A recent cold snap snuffed the battery in my wife’s car. When I went to replace it, I had to take it to a different store in the national (but locally owned) chain where I buy auto parts. Because the store’s systems are focused on internal customer needs, they were able to see inventory in stock and tell me which stores in the area had the battery I needed. While that’s useful information to help me get a new battery, it fell short of the staff’s needs and my own.
Unfortunately, they had no way to access my purchase information from a few years ago so that they could provide the appropriate discount on the new battery, since the old one expired during the warranty period.
The last time I bought a battery from these guys, they calculated the discount from the date on the battery (ie: the month and year that are picked off at the counter when the sell it to you). This time, that date was considered irrelevant. Further, I was scolded for not having a three year old receipt (which I probably have, but haven’t found).
I asked for advice to avoid this in the future, since I was used to the prior system where the pick-off date on the battery was what the trusted. The guys at the counter suggested that I tape the new receipt to the battery so that I’d have it next time. It seems like a good idea, but tape plus battery plus Montana weather times three or more years tells me that reading that receipt might not be so easy in the future.
Where’s my warranty discount?
The discount was trivial and really isn’t the point, but the situation provides a good example of a business system that primarily serves internal customers. The store that sold me the new battery has the ability to check inventory of the store where I bought the old battery and get a part from that store – both of these features primarily serve internal customer needs. A missing internal customer need that would also serve the external customer would allow store personnel to confirm a purchase at another store in the chair, as well as track the purchase for warranty purposes.
You’ve seen this before. Pharmacies are able to track prescriptions at any of their stores and refill them in any other store even if the original was called into a pharmacy thousands of miles away. To be sure, there are laws covering the record keeping of these purchases, but they could make it much more difficult to buy in the second location than they do.
Why do they buy from you?
The point is that your clients have a choice. If your internal systems make it easier for your clients to buy, redeem, refill, obtain service, and buy again…. they’ll likely buy from you.