Businesses tend to stick with activities that have more return on investment (ROI).
To elaborate the end-to-end value creation process for most product or service based businesses, I’ve classified the activities following stages:
- Customer service
Now that we are on the same page, let me give you an example.
A friend of mine recently shared information about a case where ROI was viewed as top-down (high-priority – procurement and low-priority – customer service).
In this case, a low-cost airline company, saw least ROI in customer service.
Eventually, they outsourced it to a PR firm.
What’s interesting is, the PR firm exhausted maximum time in apologising to the customers of airline company.
One can conclude that custom service (or bottom-up approach) was not a priority.
So, which can be given priority? – Top-down or bottom-up approach?