"Processos e experiência dos clientes" (parte V)

Parte IV, parte III, parte II e parte I. 

"You can’t run service operations like a factory, because customers just walk onto the factory floor and mess everything up. They interfere. You can’t schedule when they show up. They just come in massive waves at the most inconvenient times. Then they get angry when they have to wait. Why can’t they make an appointment? They don’t understand how things work, so you have to train them to use the equipment. Sometimes they can be really slow to figure things out.
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They ask for things that aren’t on the menu. They want everything to be customized and personalized for them. They have no interest in efficient operations.
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They don’t follow the processes we lay out for them.
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And customers want to get on with their days. They don’t want to wait in the waiting room or stay on hold for the next customer representative. They want services to be convenient for them.
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As customers, competitors, and partners make adaptive moves and countermoves, they not only affect each other but they affect the landscape itself, so an organization that was fit for yesterday’s world cannot be certain that they will be fit for tomorrow’s world. Our companies have all been optimized for a perfect one-way stream, the line of production, and these pesky customers are mucking about in our operations, and we have now a completely different problem to solve. We need to optimize not for the line of production but for the line of interaction, the front line - the edge of the organization - where our people and systems come into direct contact with customers. It’s a whole different thing.
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Many service companies just aren’t designed for service delivery. They are designed like factories, optimized for the mass production of inputs into outputs. This makes perfect sense in a rapidly-industrializing economy. But in an economy where manufacturing is shrinking and services are expanding, it doesn’t work anymore. Traditional management thinking looks at a customer service call as an input to the service factory. For a factory, it’s not difficult to get standard inputs from suppliers. But inputs from customers come in all kinds of different shapes and sizes. Every problem, every job that customers need to do, has its own unique profile. Most companies try to standardize these inputs as much as possible so they can process them efficiently. The factory’s job is to produce “resolutions.” This is how we end up with complicated voice menu systems that attempt to route calls to the appropriate department while keeping costs as low as possible. As companies try to fit customer demands into standard boxes, customers become frustrated and angry. They give up. Sometimes they leave to find another provider, but even then they often hold little hope that anything will change."

Trechos do Capítulo 4, "Services are complex", do livro "The Connected Company" de Dave Gray.