Author: Paul Wallbank

Management speak is fascinating in the way the language constantly develops new words and phrases. One term gaining currency right now is the “boundary worker”.

In its most charitable sense, a boundary worker’s job is client facing, being where the organisation meets its clients. Generally these are the salespeople, customer support officers, call centre workers and check in clerks.

There’s a common factor here, most of these people are considered dispensable by a modern management, with most of the job descriptions of “boundary workers” being those eliminated or outsourced when costs need to be cut.

A story in the computer trade press last week illustrated this attitude where an airline announced they were moving their boundary workers – their check-in staff, cabin crew and pilots – to a basic email service while keeping their office staff on the more sophisticated and richer IT platforms.

What jumped out of that story was the underlying assumption that these “boundary workers” are on the periphery of the organisation’s operations despite being the people directly responsible for getting passengers, otherwise known as paying customers, safely to their destinations.

This idea that anyone outside of head office is at best an irritating cost centre isn’t just confined to airlines, management focus on building bureaucratic empires while neglecting the organisation’s purpose is a malady that in many ways goes to the root of what ails the modern corporatist economy.

Australian governments suffer badly from this because “boundary workers” have largely felt the burden of the last two decades of public service cost cutting. This has stripped government organisations of any corporate memory or the skills to manage programs and people, which in turn has caused politicians much grief as they find they can’t execute promises.

The corporate sector is also guilty of this; a recent “digital business” product launch by a major telco directed prospective customers to a “coming soon” website. Despite this organisation having hundreds – if not thousands – of bureaucrats, it couldn’t effectively launch a product line around its core services.

Probably the best example of this syndrome was Nortel, the Canadian based telco that never recovered from the dot com bust after expanding aggressively through the late 1990s.

As Nortel’s finances suffered, the company responded by steadily shedding support, engineering and sales staff, locking the business into a death spiral as competitors’ sales staff tempted clients to better products with superior customer service.

The funny thing with Nortel was it was fairly rare to see senior managers be affected by lay offs, so the proportion of head office bureaucrats grew in relation to staff numbers. By the time the company sank into receivership, its manager to worker ratio wasn’t probably too dissimilar to a Soviet potato collective.

While it’s tempting to think this is just a big organisation problem, many smaller businesses face it too as owners and managers starve their enterprise of resources while spending up big on prestige cars and other expensive management treats.

On an IT level, it’s common to see the business owner proudly toting a new iPad while his secretary and staff struggle with temperamental ancient desktop computers. Not to mention the proprietor’s home Internet connection being five times faster and more expensive than that of his office.

In an economy where it appears that global corporations and major banks are protected from the consequences, it’s easy to think that we too can ignore our customers and indulge our managers.

If your business isn’t part of a market dominating duopoly then your entire organisation is on the “boundary”, don’t fall for the conceit of marginalising the workers your organisation depends upon.

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