| Dish Network boasts an impressive clientele of more | | | | talk to someone about it. In the end, the producer's |
| than 5 million monthly subscribers. Significantly, though | | | | relationship with you, the consumer, affects their |
| they are only the second largest distributor of | | | | bottom line. |
| satellite television service, they have been voted #1 | | | | One of the biggest concerns Dish Network faced in |
| in customer service by J.D. Power and Associates. | | | | the new millenium was how to continue to provide |
| While every business has, by necessity, a different | | | | their award-winning customer service cost-effectively. |
| business plan, a careful look at some of the things | | | | Hundreds of thousands of new subscribers were |
| Dish Network has done to be successful will yield a | | | | adding themselves to the millions of current |
| few principles that will help your small business to | | | | subscribers, and they all eventually needed help. |
| succeed. | | | | Customer service was performed completely over |
| Echo-Star owns Dish Network, and they are currently | | | | the telephone at a cost of $5 to $15 each call. Dish |
| in negotiation with one of their channel providers | | | | looked to technology to provide additional venues |
| because the provider is demanding a higher | | | | where customer service interactions could play |
| per-package, per-user fee each month. The demand, | | | | themselves out. This led to solutions that would be |
| though an increase of only a few pennies per user, | | | | available through the customer's satellite receiver at |
| represents millions of dollars in the short and long | | | | home and online solutions, where the customer could |
| term for Dish. I present the conflict here to | | | | view and make changes to their account without |
| demonstrate Dish's commitment to minimizing costs. | | | | requiring the services of an employee, thus providing |
| Rather than just rolling over and accepting the fee | | | | the same customer service while cutting down on |
| increase, Dish Network is demonstrating to their | | | | costs. The lesson that should be learned from this |
| customers their commitment to providing their | | | | example is that technology, when implemented |
| services at the lowest cost possible. For any business | | | | correctly, can save costs and increase the efficiency |
| to be successful, and I assume that is the goal for | | | | with which we are able to provide services to our |
| your home business, it must bring in more revenue | | | | customers. What tasks do you find yourself doing by |
| than it shells out. Being diligent in fighting to minimize | | | | hand over and over again? With a little bit of time |
| your own costs will go a long way towards that end. | | | | and money invested could you automate the |
| Perhaps the reason you started your own business | | | | process, or allow customers to do the task |
| was because you craved the autonomy that came | | | | themselves by putting on your website? |
| inherently with "being your own boss." No more | | | | The magnitude of work required to produce and |
| corporate ladders to climb or be pushed off. No more | | | | integrate Dish Network's new customer service |
| answering to someone that knows less than you do | | | | solutions is baffling. Now consider that they planned |
| about just about everything. Perhaps it did not take | | | | for and implemented the technological changes to |
| long to notice that absolute freedom is hard to come | | | | their customer service process in less than five |
| by. Unless you produce the raw materials, refine | | | | months. The home business principle to learn from |
| them, create a marketable good, and sell it | | | | this is speed is a necessity, not a luxury. To compete |
| completely on your own, your business decisions are | | | | with your competitors, you need to provide the |
| limited somewhat by others. The webhost sets the | | | | same product at a higher quality, faster speed, or |
| monthly hosting fee. The bank sets your monthly car | | | | lower price. What changes do you need to make in |
| payment. Even the office supplies you use are priced | | | | order to streamline your business? Is there |
| by someone else. Dish Network's taking issue with | | | | something that you are doing now that you could do |
| the fee increase represents their dedication to | | | | without? By all means, weigh your options carefully |
| retaining some of that autonomy we all desire for | | | | and make a decision you feel comfortable with. But |
| our businesses. Even if you can't set the prices, you | | | | once the decision is made, move on it. Your |
| certainly can negotiate them. Unless you are | | | | customers will appreciate your decisiveness and |
| absolutely sure you are getting the best deal possible | | | | innovation. |
| on the materials you purchase, make a phone call and | | | | |