November 25, 2005 • Vol.27 Issue 47
Page(s) 23 in print issue
I just read Mr. Sixto Ortiz Jr.’s article, “Is Outsourcing Overhyped?," in the Oct. 28 issue with some interest. It's a subject near and dear to the hearts of developers here in the United States (and I dare say Canada) and probably closely watched by offshore developers in Whoknowswhereistan.
However, this article didn’t mention one of the “hidden” costs that impact every one of usat least everyone who has to deal with offshore support teams. These issues apply not only to those here in North America but in other countries as well; anyone who has to deal with an outsourced customer support organization.
Wasted Days & Wasted Nights
Case in point: I just wasted another 30-some-odd hours trying to get a major U.S. company to honor the warranty on an expensive consumable for my printer. I logged a total of nine phone calls and “chats” with what the company refers to as “award-winning” customer support experts. These calls start with a phone filter that routes the call to the right support staff, assuming your problem falls into one of the categories. (Apparently mine didn’t.)
Once connected I got to talk (very slowly and c l e a r l y) to a phone tech, “Sean,” who could not pronounce “Vaughn” to save his soul. I guess his Irish brogue was lost somewhere in his east-Asian upbringing. As a result, I’m considering changing my name to “Sahil” to save confusion. It took several tries before (I thought) they had my email address (even spelling it phonetically), but they never really got it.
Invariably, when the tech could not answer the questions such as, “Are you going to honor the warranty as stated on your packaging and Web site?,” they either (a) hung up or (b) put me on hold to talk to their supervisor. When I asked to speak directly to this all-knowing expert they either (a) hung up or (b) promised that the supervisor “would be calling me right back.” They never (as in never) did.
If At First You Don’t Succeed . . .
To make a long (too long) story short, I finally got someone in the United States to order the parts. I received them the next day. This person was clearly from the United States; he sounded and acted like he actually cared about me as a customer and wanted to make me happy, at long last. The next day the parts arrived, and he called back again to make sure they were working. But why did it take a month of trying and countless wasted hours? I’ve been using this company’s products for years, but at this point it’s probably lost another customer. That’s the “hidden cost” of outsourcing customer support.
Over the past four or five years I’ve had similar encounters with other large “American” companies that have outsourced customer support. Now I think twice each time I need help. Ironically, I expect that’s what these companies want: for consumers to leave them alone and not bother them with piddling details about their products that don’t do what their ads say or don’t hold up any longer than a carton of eggs left out on the kitchen counter. I’ve already added these companies to my blacklist and I tell my customers to do the same.
Hiring developers to write the best software in the world won’t keep a company out of the red if the support staff can’t help (and keep) the customers that have problems. I think corporate management needs to ask, “Is he talking about us? How do our outsourced support teams really treat customers?”
IBM Does It The Old-Fashioned Way
On the other hand, I’ve had to deal with companies such as IBM that have outsourced manufacturing of their notebook line to China (Lenovo). Thankfully, when I call for support from “IBM,” I’m greeted by an announcement that “This call is being routed to our support center in Atlanta, Ga.”
OK. It’s true that I speak several dialects of “Southern American,” so it’s easier for me to understand the support professionals that answer the phone. But it’s not just the familiar southern twang that makes a difference; it’s the attitude. I can hear that these people are better trained and have genuine customer empathy. It’s like they know I could be a neighbor or someone they know personally; they act like they really want to help keep me as a customer.
The folks overseas don’t seem to have this empathy. They have made it clear that they just want to get rid of me and get on to the next call. Perhaps that’s what outsourcing means. The outsourced employee is not really working for the company whose phones they answer, they’re working for someone else and couldn’t care less about the customers they’re supposed to serve. Now that’s expensive.