The call centre operator’s power is limited. He can’t bypass the company’s systems and processes. He is employed to apply a band-aid to the wound—buying the company some time until someone in another department (who he has no direct access to) can solve the problem. He should be empowered to delight and when he’s not the call centre becomes a point of friction. This is exactly the opposite of what the leaders in the company intended to happen when they invested in customer phone support.

Value is traditionally measured by what is added—giving the customer more for less. When we only view our products and services through that lens, we’re ignoring opportunities to add value by taking something away. What customers want now more than ever is a frictionless experience. Our job then is to remove as many obstacles as we can. When we begin thinking about how we could add value by subtraction everything changes.

Warby Parker’s home try-on service, subscription razors, digital accounting software, online check-in, free trials and same-day dental appointments, are all a result of thinking about how to remove a step in the customer’s journey while still helping her to get where she wants to go.

How can you give your customer more with less?

Image by Daliophoto