The world was shocked to see a viral video of a paying customer being dragged from a United Airlines flight. It was unthinkable to believe a big company could treat a customer that way.
You know who wasn’t surprised? Business travelers. Those of us who travel frequently have been dealing with delayed flights, shrinking seats, reduced rewards, increased fees, crowded airports, long lines and disinterested employees for a long time. There seems to be little effort or desire for excellent customer service in the airline industry. Even so, we keep flying.
I was thinking about this while I waited 30 minutes in a checkout line at Wal-Mart the other night. There were about 40 checkout stations but only four cashiers working. Our cashier was actually a manager. He was friendly but he didn’t seem to care that we waited longer to checkout than it took us to find the items we were buying. He didn’t care because he knew we would likely come back.
The truth is, big companies don’t care when they know they will get repeat business regardless of service. It’s also true that industries don’t care when they know all the competitors offer the same poor level of service.
While this is bad news for customers, it’s great news for entrepreneurs. Rob Biederman points this out in his article, Ugly is the New Beautiful: 4 Ways to Create an Innovative Company in an Antiquated Industry. He explains that industries with poor customer satisfaction and high repeat business are ripe for disruption. New businesses that can offer a viable alternative to the industry giants without the hassle have an opportunity to change the industry landscape.
“Simply put, if your [customer satisfaction] score is low but repeat purchase is high, your industry is probably ripe for disruption.” ~Rob Biederman
Think about what Amazon is doing to the retail industry. As I stood waiting in the Wal-Mart checkout line, I realized everything in my cart could be purchased now (or soon) from Amazon without the hassle. So, why should I ever go back to Wal-Mart?
Entrepreneurs have an amazing opportunity to create value for frustrated customers. The question is, how can you identify these opportunities? How can you recognize an industry that’s ready to be disrupted?
In an article called, Shake It Up: How to Identify Industries That are Ready for Disruption, Anna Johansson suggests looking for these three tell-tale signs.
Industry Complacency. When the existing companies in an industry stop innovating, stop caring and begin to take their customers for granted, it’s an indicator that the industry has become complacent.
Customer Frustration. Chronic customer frustration with no end in sight is another indicator. As customers continue to be dissatisfied with the performance of existing companies in an industry, they will “voice their opinions, tighten their wallets, and look for alternatives.”
Tension Points. More subtle than major pain points, tension points are those areas of customer dissatisfaction that, once an alternative solution is presented, will cause customers to move away from existing companies.
When big companies don’t care, opportunities open for entrepreneurs. In fact, this was a leading reason I co-founded Peak Demand. After working nearly 20 years for big companies in the electrical transmission and distribution products industry, I realized the industry had all the signs for disruption. Customers were frustrated with the performance of the existing big companies in the industry but had no place else to turn. Utility and OEM customers were looking for alternatives. They wanted a hassle-free way to buy high-quality products that could be delivered in days not weeks. They wanted on-line ordering system that were easy and reliable. Our team is filling those needs.
There are many industries that are ripe for disruption. Smart entrepreneurs can create viable alternatives to the industry giants and have an opportunity to change the industry landscape. Complacency, frustration and tension are tell-tale signs that an opportunity exists. Entrepreneurs that can identify and exploit these opportunities will be the winners.
What do you think? Are there other signs an industry is ripe for disruption? Can incumbent companies disrupt their own industries? What causes big companies to stop caring? Let me know your thoughts.