NFIB

The Downloading Epidemic
04/ 11/ 2002

by Wayne Forster

There's an epidemic of downloading going on in the business world today--and I'm not talking about the Internet. I'm referring to "task downloading," the increasingly common practice by big businesses of downloading tasks and responsibilities onto their customers, including other businesses.

This epidemic is costing those on the receiving end--often small businesses--a considerable amount of time and money.

Here's an example: The company I lease my photocopier from recently instituted a new procedure for obtaining meter readings from their customers. In the past, they'd simply call and ask for the reading. It would take a matter of seconds of staff time at the customer's end. Under their new procedure, customers are now required to phone in the meter reading through an automated voice system. You dial a 1-888 number, listen to a menu, then select the "meter reading" option. You then enter your name, your company's name, the ID number for the copier, a special code number (so the system can recognize an "alpha numeric entry") and, finally, the meter reading itself--all with the touch-tone keys on your phone.

Not only does this take significantly more time than the previous method, but the process is confusing and prone to mistakes. If you happen to press the wrong key, look out--you might have to start all over again! It's very frustrating.

Any time you use an automated voice attendant or even pick up a product from a supplier instead of having it delivered, you could be a victim of "task downloading." Suppliers claim they're doing it to improve customer service. But is that the real reason? Or are they simply downloading the time and expense of performing the task from the supplier to the customer? In my earlier example, a staff person at the copier company no longer has to look up the name and phone number of the customer, record the equipment ID number, or make the call. All those tasks are now the "responsibility" of the customer.

For any small business owner, time is money. It's a precious resource. You must jealously guard every minute of it. Beware of suppliers who try to download tasks on you, simply for their own convenience and cost savings. Whenever possible, resist. Fight back!

That's what I did with my copier company. I refused to use the new procedure. Eventually, they called me for the meter reading. Now, every month I get a call. We're back to the old system.

Admittedly, with some suppliers, it's not easy to resist. If it's the power utility, they'll just cut off your electricity if you don't comply. But whenever you can, "upload" the task back to your supplier. Force your supplier to take responsibility for customer service tasks. Make them deliver the product to you. Insist on speaking to a "live" person rather than an automated voice attendant. Remember that zero button on your phone!

And why not? After all, you're the customer!

Forster is an international speaker, trainer, coach and author. He can be reached at wf@wayneforster.com, by calling 1-800-858-6570, or at www.wayneforster.com.

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This article originally appeared in the February/March 2002 issue of MyBUSINESS Magazine.

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