Is customer facing technology worth it?

Freightways Group announced their six monthly result yesterday and had 11% growth, reaching $144.3 million in trading revenue. It would seem that the growth of their core express/couriers business is neutral at best, which is what a few of us suspected.

One of the comments in the NZ Herald article was "A key initiative had been the initial implementation of a data service providing customers with access to real time service information."  Only in the last 12 months have Freightways started to truly provide this technology. Express Couriers, who own CourierPost, have had Track & Trace since 1991.

Track & Trace was always going to be the key to CourierPost's success. It was to be their competitive advantage and reduce their costs to make them more profitable. For 15 years they held this advantage. 15 years is a long time for any competitor in any market to be behind in IT, let alone a time sensitive market. The interesting thing is it never really seemed to make a dent in Freightways.

An insiders view
So, as an ex-insider to both groups, here is I think the key. In the initial years CourierPost focused all of it's energy on building customer facing systems, track & trace, real time scanners etc. All the while they had really poor back end systems, couldn't drive profitability (and therefore ownership) to branch level, had bad stock systems and worst of all couldn't manage their customer inquiries well.

Freightways on the other hand, had very established back office systems, albeit very archaic. But the up side is they have always had profitability to branch level, great stock management, and manual but effective processes for customer inquiries.

Freightways were clearly the market leader 15 years ago and Express Couriers have grown to be the largest, but they never took out Freightways, rather they absorbed many of the smaller players.

So, was CourierPost's 15 years of technology and millions upon millions of dollars worth it?

My conclusion
At the time I was passionate about the advantage that scanners would bring to CourierPost. But given time to reflect I would take strong robust back office systems, any day, over a customer facing system.

Back office systems allow you to manage the business easily and free up people to focus on providing real human service to customers. It also gives you a better platform to build customer facing systems.

I want (& need) both. I now know back office is the most important!