I recently came across what I consider to be a bad use of technology for the B2B service provider. It is a case of using technology to conduct a “conversation” that needs to happen verbally, not electronically. Here’s the case.
A SaaS provider of billing software for B2B service providers has a feature in their software that allows the service provider’s clients to login and view activity. Fine. I suppose that some clients would see this as added benefit. However, the software service also allows the client to log into the system and mark an invoice as “disputed”. This is a bad business practice for the B2B professional on a number of levels.
First off, this practice leads the client to believe that by physically marking the invoice disputed, there is some chance that they will not need to pay the invoice. The shear physical act contributes to a future expectation that will need to be managed soon.
Most tragically, though, the act of allowing a client to mark an invoice “disputed”, does not address the fundamental problem. The problem being a breakdown in care for the client or a breakdown in understanding of the Conditions of Satisfaction . This is a conversation that should never be had via electronic means. Email exchanges are bad enough. The marking of an invoice as disputed, takes this practice to a very bad place.
This practice is no different than your customer taking a printing invoice, stamping “Disputed” on it, and mailing it back to you. Imagine how you would feel if that happened. Can you feel the animosity building?
As professionals, it is our job to set the proper expectations with clients. One of those expectations should be the method the client will use for communicating any dissatisfaction with our services. Until phones cease to exist, phone calls or in person conversations must be the method. The client / consultant relationship is too important to trust to electronic means. Voice to voice, interactive communication is key to understanding the depth of the problem and devising the solution. Voice inflection, tone, degree, and give and take cannot be deduced by a carte blanche marking of the invoice by the client.
Your thoughts?
To your success!
Scott
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February 25, 2009 at 10:12 am
Matt Doorley
I agree. Sometimes technology creates barriers or breakdowns in the customer relationship. When we deliver on our promise, we need more direct communication to determine if met our customer expectations or conditions of satisfaction. The phone call or in person conversations allows us to respond quickly if there is dissatisfaction and helps to maintain the customer trust. The use of technology must enhance the customer relationship. Technology should not replace good business practices but complement good business practices. We need to hold each other more accountable when dealing directly via a phone call or in person meeting. The relationships stays positive and the focus centers on moving forward.
February 25, 2009 at 6:38 pm
Scott Miller
Well said, Matt!
The winners will be those that use social media and other means to “set the table”, but use more personal contact to close the deal.