"We are not cost cutters" (parte II)

"Companies that focus on cost cutting must confront a simple truth that they prefer to ignore or deny: there is no such thing as a free cost reduction program. Any balance sheet will tell you that if you take from one side of the equation, you affect the other side - a simple rule that every bean counter knows well. However, the unasked question in a cost reduction program is: Who pays the price?.
Customers pay the price. Cost cutting leads to accelerated commoditization of products and services. Customers begin to see fewer unique and differentiated products. Cost reduction also means fewer people to serve customers, so more of the service is done by the customers themselves. The people who stay on board to serve customers are not as excited and ambitious because their morale is so low. Cost reduction exacts an enormous price, and the prime target is our usual victim - the customer.
...
cost-cutting efforts over the last few years have significantly diluted relationships with customers."

Em sintonia com o que escrevemos por aqui ao longo dos anos.
.
Recordo o grito indignado de Hermann Simon em "Managing for profit not market share":

- We are not cost-cutters!

Quem não se concentra nos custos, no denominador, concentra-se no numerador, concentra-se no preço, concentra-se na criação de valor, concentra-se em Mongo!


Trecho retirado de "Passionate and profitable : why customer strategies fail and ten steps to do them right" de Lior Arussy.