More Is (Sadly) Still More
by Tamara Giltsoff, United Kingdom on 04.20.07
This article is about opportunity. Problem opportunity. I usually try to write about exciting and innovative service solutions that are challenging the product economic paradigm and shifting our world into 21st century business practice. My objective is to inspire and present an alternative vision of consumption, not necessarily to critique or expose those who aren’t addressing sustainability. However, today in my article I want to ‘green bash’ a bit (ie, hit a few brands over the head with my green views because I feel so passionately there is the opportunity to do things better). I want to present some observations and problem opportunities for 21st century business. I will try to remain positive and optimistic with my tone, despite actually being quite angry and hurt by the insanity of my experiences, because I see these systemic problems as opportunities for innovation. They present a great argument for the service model – ie, looking at a closer connection with the customer to define exactly what they want and a continuous flow of value over time, which is very different to the dominant product economic paradigm that focuses on selling as many units as possible despite of my needs/motivations.
Less is still obviously not yet more. Bash, bash, bash HSBC, Bed, Bath and Beyond, Crate & Barrel, T-Mobile in my recent experience, plus many more. The problem is systemic. The problem is the model of consumption we are still operating with – that is the notion of selling a ‘product’ not a ‘service solution’ to our needs.
Here’s some bashing…
HSBC (US) do not think about servicing me, they sold me a product. I opened my account with the bank in New York last week. My choice was largely based on my knowledge that the bank (in the UK) is working towards a responsible business practice. Perhaps I was totally misguided – as a consumer. While signing-up in the bank I asked to opt for online bank statements only (no paper); I also asked to un-tick the box on the manager’s screen that said “Junk Mail”. I was refused both. Why? Because I am consuming a product – a pre-determined/pre-packaged good, nothing close to a service that responds to me as a global citizen with preferences and motivations that extend deeper than the size of my overdraft. This is not a service model. This is the old world paradigm – ‘sell a product, take money, run’. My question (the opportunity) is how might a bank service my needs as a responsible citizen and enable a sustainable lifestyle?
Bed, Bath and Beyond sold me products and failed to service my needs and motivations. I don’t have a car; I don’t need a car as I live in New York. I like not having a car. And I love the idea that in New York you can shop without having one, because if necessary (ie, you are buying too many goods to carry home on the subway) you can get a delivery. This is what happened to me the other day while buying some basic goods for my new apartment. I should’ve known much better. Five hours later my goods (lights, a few plates/glasses, bed linen etc.) arrived at my apartment in two enormous boxes. The delivery guys disappeared. I was left feeling sick. I have never ever experienced so much wasted packaging and bubble wrap in my entire consumer life. I have never seen can opener wrapped in bubble wrap. And I was left with an enormous pile of virgin packaging to deal with. I felt like this was my fault. I felt eco-dirty. And Bed, Bath and Beyond had done this to me. No service, no system, no preference there. My question is how might a retailer service my needs and instead of selling me a product sell me a product-service-system (where we are – together – responsible for the full cycle/circle of consumption) and a cradle-to-cradle solution?
In Crate & Barrel I unpacked my new pan from its heavy weight box and padding to leave the sales assistant responsible for the mess. There was a lot of mess. And yes, I refused the option of a bag in a bag. This time I wasn’t going to take it home. Perhaps not fair to bash Crate & Barrel on this one, but they were the interface to my retail experience. I wonder what could change here to make this different.
T-Mobile recently acquired me as their new service customer. A healthy revenue stream from my monthly service plan will be coming their way for the next year, but they didn’t really selling me a service solution, they sold me a product. Nothing, nothing, about my service experience with T-Mobile hinted at any sign of fulfilling my needs and motivations… or building a relationship with me in the valuable moment they had with me at the point of purchase. A pre-determined packaged good was sold at me, not to me, in store. Nothing to suggest my preferences had any meaning to the world. It was not acceptable for me to refuse a second “free” phone alongside the phone I purchased (“give it to your friend to use” the sales assistant insisted); it was not acceptable for me to refuse the phone holder (“I NEVER use one” I said); it was not acceptable to inquire about un-ticking the “Junk Mail” option (“I’ve never heard a customer ask that” the assistant said); it was not acceptable to not have a bag for all my goodies (“I have a hand-bag, I don’t need a bag” I said). It was acceptable to T-Mobile for me to walk out with a service plan and phone that now becomes my responsibility, my contribution to landfill and other environmental issues, that I have no say in helping to shape TOGETHER with this company. My question is how might a cell phone service provider (and the phone co.) sell me a lifetime of communication needs in place of a toxic time bomb and a large hole in a forest?
Am I living another world, or do these experiences feel old world?
Written by Tamara.
Tamara -- you've very eloquently put my own feelings into words! I agree that it _is_ too bad that the vast majority of North American business have yet to show any initiative toward improving the health of our environment. (My personal pet peeve is Costco - no service, and more packaging than actual product by both weight and volume! Who needs a square foot of plastic and cardboard for a USB key that fits in my wallet?) Your description of being sold a product vs. a service is right on (and I hope my agreement carries at least some weight, having worked a number of customer service jobs). I think the most productive progression of our views should be toward what the *solution* to this problem is. I agree that businesses need to accept and experience a paradigm shift, but I think it's evident that even with motivated customers like ourselves, it's not the front-line cashiers and bottom-of-the-pyramid salespeople who will make waves in a company. The way I see it, it will be either (or a combination of) 1) a realization that the most successful businesses are becoming the ones who truly focus on the full customer experience and *service*, or 2) government policy that incents businesses to take more ownership for the environmental impact of their products. Either way I guess it is still up to consumers/voters to make that happen. I'm interested to see what other readers think. Thanks for the post!
I agree. The problem is systemic. However, I do not believe it is the retailers that need to change. Nor do I believe that government regulation is going to solve anything.
We, as consumers, have the ultimate power. We can quite buying products. Many everyday items we need can be purchased second hand or picked up from freecycle groups.
Ebay has an enormous selection of 2nd hand cellphones. I have purchased many items from Ebay and it does work.
As for dishes, my wife and I have been married since 1991 and have yet to purchase plates, bowls or cups new. We purchase them all from garage sales and 2nd hand shops.
90% of the clothing in our house is from Goodwill. Good will is a great place to find shirts and seasonal items (coats, boots).
I'll admit, there are some items we purchase new. I can't find pants 2nd hand. I don't know why, but most guys wear their pants into the ground. Same for shoes.
Also, tools are purchased new. There is nothing more useless than a broken tool.
The system isn't broken. It is working just the way it should. We, as consumers, need to change the part we play in it if we are to expect different results.
Follow the link above to an article I posted on to my blog for more information
-Eric
1) HSBC does in fact have a paperless option in the United States. It's too bad the sales representative didn't help you out with that. Go online to check your account from there, and no doubt you'll find something that'll let you stop receiving paper statements.
2) Easy solution - don't buy so much stuff from Bed, Bath & Beyond that you can't carry it home. I came to New York relatively empty-handed too, but I was too cheap (and poor) to spring for delivery and would buy only what I needed at that exact moment. Unless you're physically handicapped (or actually buying large pieces of furniture) there's no reason you couldn't have only bought enough for you to carry home on your own.
Also, for someone so connected to treehugger, you'd think you'd search your own site for options to buy second-hand, reused stuff.
3) For T-Mobile, if they refused to meet your demands, isn't it your right as a consumer to walk out of there and go to ANY SINGLE ONE of EVERY OTHER OPTION out there? I don't get it - were they forcing you to sign on to the plan? Do you have something against Cingular? Verizon? Sprint? Not every phone outlet gives you a second phone for free (OH POOR YOU, YOU HAVE A SECOND PHONE FOR FREE) so it's really a matter of laziness if you won't bother to track down another place with a less "morally reprehensible" deal.
Did you really take the least consuming way possible? I see a lot of whining, very little action.
Your cell phone comment strikes a chord. Sadly, the American consumer and marketing execs love the "buy one, get second at 50% off" mentality all too much. While teenagers from Turkey to Thailand wouldn't be caught dead with the pathetic models these companies have to offer it seems that third world nations donate their cell phones to US wireless providers so that Americans can share in this thing called cellular communication. Maybe eventually the FCC will admit their stupidity and allow for some economies of scale on the antenna side of things. Then the providers could actually afford to offer us good phones, or we all just get the second generation of the iphone once all the bugs get fixed. Then eventually we can get some bulk service plans like Base in Germany and then we're only 10 years behind the rest of the world!