Being a part of a large IT organization we have adopted this philosophy that the business we support is our “customer” and we should strive to give them the best experience possible. This new direction has done a great deal to improve our overall image and honestly has been a refreshing approach. It has allowed us in IT to take a more proactive role in the business climate and I believe overall has shown that we can be more than just back office gear heads!

But as I have watched over the past few years and have researched other companies and industries, I see other effects of this trend. On the surface the approach has a lot of merit and can provide some quick wins in a tough climate but a few dangers also exist by taking this view of the work IT professionals provide both through consulting and in-house IT staffs.

One of these dangers is that we also adopt the adage of “the customer is always right”. Sometimes they are not. Sometimes telling them what they want to hear to secure the sale or to provide a “feel good experience” is not always the best thing. As a customer, I expect my needs to be met. I expect that the person or group providing me with a service or good do this to my benefit and if they are not benefited by the deal, then it’s really ok because “I am the customer”. I may respect what they have to offer me but in the end it’s about my needs.

On the flipside if the coin, if I view everyone as customers, I might also discount their opinions as sometimes customers don’t “really” know what they want or they are too demanding. As providers of a service or good, especially in the technical arena, our customers may not know what they “need” but our goal should be to understand their needs and adapt our technology to meet them where they are. But in most cases we have unrealistic expectations and want them to do things “our way”. Think about the last time you called a call center or help line. Did you feel like you received great customer service? Most of the companies providing this type of service will say this is what they are offering through these centers yet in a lot of cases it is just the opposite. In most cases it ends up being a frustrating experience getting the voice driven system to select my correct choice! But wait, we are giving the customer what they want right? We are offering them a way to have their needs met in an efficient and personal manner 24 by 7. Isn’t that good?

So if our goal of “excellent customer service” is not the approach then what should we strive for in our relationship? The answer (although not simple) is a “partnership”. We need to look for ways we can provide real value through a mutual respect for one another’s contributions. A lot of the same protocols would be the same but the approach would differ. Instead of simply trying to meet every demand given we would need to be able to compromise and even challenge current practices and ideas. In a partnership the goal would be to provide benefit to both sides. It would allow and require us to be more flexible and in the end both parties win.

Whether you are in IT or any other service or good provider, consider developing your customers as “partners” and see if you gain better results in the relationship.