Excellent customer service for beleaguered American consumers is so rare that people pay extra for it. But the real act of innovation is motivating excellence from employees even when the boss isn't looking. This is the real frontier for the 1990's-and one smart leaders will devote creative energy to. The future belongs to executives who embrace its possibilities and lead out rather than play catch-up. For example, Frito-Lay issued hand held computers to its 10,000 person delivery force, saving countless hours on sales reports, ordering and invoices.
Management can spot trouble spots faster and change marketing to correct problem.
Look for tools that increase speed, add convenience, raise productivity. Defects add aggravation to today's harried consumers. Ask customers what they think of your quality. Executives need to productively change with change, rather than react to change. Innovative thinking must take place at every level, in the way the company operates and view its customers, its competitors and change itself.