Business Technology: Barrier or Bridge to Your Customers?
by Robie Pace
Originally Published September/October 2004 issue Business Reform Magazine go there >>

Have you ever wondered if the technology you have in your business is truly helping your customers and employees? Do you feel like your company is starting to place computers, software, networking and the internet in places where people might do a better job?

A few years ago I had an elder business owner tell me that he ran his company 40 years ago just fine without all of these computers. He said that he was about to throw every thing out the door and go back to using a pad and pencil! He apparently felt that the computers were getting in the way of doing business the way he knew how to do business. I just smiled and politely nodded my head. Even though I could understand his frustration, I seriously doubt that he could run his business today without some form of new technology in the mix.

Try to imagine surviving without email, cell phones or high speed internet. Or call on a customer without having your website up to date and your email address handy. Today’s global market demands immediate access to you.

So how can you use new technology that will help your company stay competitive without using it to distance yourself from your customers and employees? A good place to start is by asking, “Will this technology create a barrier or build a bridge to my customers and employees?”

A classic example of building a barrier to your customers is by installing a voice mail system that has not been programmed with helpfulness in mind. We’ve all experienced this one. It all starts when you have a problem with the widget that you bought from XYZ Company. You call the company’s toll free customer support number and are promptly greeted by a voice mail system. The system proceeds to give you 50 options to choose from, none of which sounds like it will connect you with a live person. You then continue to punch through various layers for several minutes only to hear this message, “For additional customer service please hang up and call our local number 555-1212.” Once this happens you feel like the XYZ Company did this on purpose hoping that you and your problem would just go away. So much for the human touch and wanting to do business with this company again. Imagine how we would feel if we needed to get in touch with God and He had a voice mail system like this one!

On the other hand, a great example of building a bridge to customers using new technology is in the experience that I had recently. There is an electronic hardware company that I use from time to time to purchase equipment. I went to their website looking for a particular communication device. I was unable to determine the exact model that I needed on my own and I knew I needed to speak with one of their technicians. I saw that they had a link on their site that said “Talk to a Tech.” All I had to do was enter my phone number and email address then click send. Within 20 seconds I had a technician call me back and very quickly answer all of my questions. “WOW!” Talk about building a bridge to the customer. They used this new technology to connect us together quickly and efficiently. I actually felt like they invited me in to meet their experts.

In these two examples you can see a sharp contrast on how human relationships were either alienated or encouraged. People want to form relationships with your company, whether they work for you or buy from you. It used to be something called, “Customer Loyalty.” People want to feel like they matter. A wise business man once told me that, “It’s good to pick up the phone and call a customer when there is a problem instead of hiding behind an email. Better yet, get in your car and go meet them in person. The customer definitely knows you care about them and their problem if you do this. An email can be ignored, a hand shank cannot.”

Fortunately, God has made certain to always be as close and available to us as we want Him to be. His Word is filled with countless examples of how bad things happen when relationships are broken and how good things happen when relationships are repaired. He knows our nature and longing for a personal touch. If He knows this, then how much better will our businesses be if we model the same? Therefore, choose your business technology wisely, ask the Holy Spirit for guidance, and always ask yourself if the technology you have in place will create a barrier or build a bridge.