Delivering Service to Keep your Job From Being Outsourced
One of the top concerns people in the job market have today has
to do with outsourcing and globalization. Sometimes we look
around and it seems like every company is looking to cut costs
by moving jobs overseas. We would like to address this issue
through a series of articles on the subject.
The first issue we'd like to address is that of using a service
orientation to stand out from the competition and keep your job
from being outsourced. To illustrate, I'd like to share an
example from the world of retail banking.
* In New York City, Philadelphia and New Jersey, an interesting
phenomenon can be observed in retail banking. The fastest
growing bank in these areas is Commerce Bank, a bank whose
founder, Vernon Hill, realized the value or customer service.
Traditional banks were competing on price: who could offer the
highest interest rates or give away the most things for free. He
understood that this was less important to most people than
doing their banking business at a convenient time. This is why
his bank stands out from the competition.
* Mr. Hill and his management team have created a corporate
culture where account holders are seen as customers who need to
be taken care of. Rather than considering each location a bank,
employees refer to them as stores. Each one has a "greeter" who
welcomes customers as they walk in, a feature reminiscent of the
top clothing retailers. Commerce has become successful by
delivering outstanding service and at a time when all their
competitors have been competing on interest rates.
Competing In a Global Economy
You need to make yourself more like Commerce Bank to compete in
a global economy. Living in the U.S., it is not possible for you
to compete on price, just as Commerce Bank does not try to
compete on interest rates. Here are a few basic resources you
can use:
* Your proximity to your employer and/or clients * Your
potential to understand their business * Your understanding of
American culture to your advantage.
Sharpening your people skills may be the best thing you can do
for yourself. Provide the kind of "customer service" to your
employers that Commerce Bank provides -so they feel like they're
truly getting the red-carpet treatment.
If you don't have an opportunity to provide outstanding service
to customers in the job you're in now, your job may be
vulnerable to outsourcing. Switching to a different job at a
company or in an industry where you have an opportunity to
interact with customers in a superior way can help provide some
insulation from globalization.