The World is flat - almost. Why Thomas Friedman is wrong about customer service

Thomas Freidman wrote a great book with The World is Flat. He did an outstanding job of researching and describing the evolution of the world and the productivity found in an increasingly interconnected and globalized marketplace. No issue with his thesis. He is a smart man.

I do, however, take issue with the idea that customer service is able to be flattened. It is not. There are major issues being observed and many large corporations are learning the hard way.

Gateway is a great example of an emerging trend back to using North American customer service as a buying benefit for it's customers. They recently announced that "on-shore" representatives will be servicing calls for thier base. Dell gets it too. Check out their move to bring things back home.

I'm not saying offshoring is bad, just know why your are going and what it may mean for your brand. Don't flattening your customers in the process.

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