When Not to Outsource
A time when outsourcing does not seem as a feasible solution is when the problem concerns technical support. Technical support is a major function of an organization and it holds a lot of importance. Technical support is one thing that must remain in control of the organization and not the outsourcing company. Technical support provides a major contribution to achieving competitive advantage.
“You have to look at the overall importance of offering quality technical support. When you’re talking about capacity and how much you can sell, you have to look not only at technical capacity, but also your customer service capacity. If you’re selling within your technical capacity but over your technical support capacity, you’re in for ruin. Outsourcing technical support is certainly an option, but it’s not something we would do.”
The reason why technical support must not be outsourced is because technical support is the main interface of the organization with which a customer interacts. A company needs to keep that control within its own hands so that the customer may recognize the organization rather than the outsourcing company.
An example of an organization that has achieved this advantage is that of AT&T. “Although the wait is often longer, once you get a member of the technical support staff, you’re generally in capable hands. Other calls to AT&T WorldNet have shown that the people on the line are well-trained and well-managed. They know their product, and they know what they’re doing. The technical support staff is thereby helping to build brand loyalty.”
