Action: "Ask the foreign technical support center for your US-purchased computer or printer a question about the operation of your equipment. How does the quality of this support compare with that of your local cable company? Peter F. Drucker (loaded question)
Consolidate, functionally on a global scale in one location. Provide all of the customer support for the world out of one call center in Ireland. Provide the central design function for the world out of one location in Germany. Provide labor housing, recruiting, scheduling and management out of one center for all construction projects in Dubai? Maybe, after what we discussed yesterday, this is not such a good idea? Or, maybe a fad that will turn back around as companies figure out that many 'Ecosystems' are still very much regional.
Who hasn't seen this trend? No, that's not another loaded question. I am truly interested in seeing how many companies today are taking advantage of the 'other side of the coin', and doing it well.
I recently saw the latest add for ACCU-CHECK(R) Aviva (hope I have that right). Quite compelling actually, for the target market segment. It focused on the 'home' market, with local support 'from ordinary Americans', many with diabetes "just like you" is portrayed as an advantage. Will they, are they doing the same in international markets?
I wonder how Toyota is feeling today about its ability to act transnationally? The brand reaction will certainly be different by regional market. The last time I can remember Toyota getting its fingers severely slapped for acting 'transnationally', was when the IRS got them for irregularities in the taxation of 'transfer payments' internationally. This is probably still, along with customer service, where many transnational models have severe restrictions. Taxation of locally made profits before they are repatriated to 'home', wherever that may be in today's complex world of headquartering is jealously guarded, locally.
I am quite sure that Dell centralized all of its global final assembly of PC's in the USA in 2005 (oh yes, surprise!). This, supposedly in order to assure that this step in the supply chain ran faultlessly. How much of that was a decision was made in order to be closer to customer support (for which Dell was getting comparatively low marks), I can only speculate. An, on the surface, expensive decision in a negative margin game.
It looks like Apple has already made that decision for support of the iPad (in case I buy one). I'll just have to give my favorite people at the local Apple Store a visit, if the camera on the next generation, lower priced machine doesn't work (they just have to do it!, Common!!).
No comments:
Post a Comment