If you’ve worked in any corporation, then you might be familiar with this madness.
Some guy at the ‘top’ of the company, some exec reads a book about culture and synergy and he gets pumped up on a high. In fact, he starts changing things left and right. Then he gets a bug up his pant leg and he looks at the company structure.
Does he want to change the structure of the company? No, that would be hard. What he wants to do is what I’ve seen so much of at so many companies I’ve worked for – changing position titles.
Instead of calling it Customer Service, now it’s called Customer Success. Or we’re calling it Customer Triumph.
It’s like someone in the company has the job to find a thesaurus and then figure out a different, better seeming word for service, or management or whatever they’re renaming.
What’s sadly funny is when customers have to interact with this re-naming of common job titles.
Customer: “I want to talk to customer service please.”
You: “Sorry, we don’t have a customer service department anymore”
CLICK – the customer hangs up.
You: “We’re calling it customer success now. And it’s the best thing since sliced bread!”
It seems like a great idea to rename positions and it might make everyone feel really good about themselves, but in practice it ends up just confusing people.