Victims on road, ‘It’s not my job’, ‘Going beyond the call of duty’, and Emotional buy-in

On Saturday (Jan 5, 2013) various news papers reported the callousness with which victims of Delhi rape were treated. As they lay injured on road exposed to the chill of December, badly brutalized, mentally wrecked, police personnel squabbled on jurisdiction instead of rushing to help them.

There are hundreds of fabled instances in service marketing that demonstrate how good organizations train people to  go beyond the call of duty to satisfy customers. These include how a FedEx employee climbed a barbed wire fence risking his own life to deliver a package containing blood to a patient and a UPS manager hired an entire plane and diverted two others to make a delivery. Disney cast members are trained to anticipate customer needs and respond to them immediately. A nine year old burn patient needed a cream. Since it was not available  nearby, a call was made to the supplier company. The customer service representative made it available knowing that it involved working on a holiday and breaking the rule of not entertaining an order of less than fifty cases.

Services involve intersection between customer (citizen) and provider (police).  These points of intersections tend to be human unlike a computerized robot welding a part on an assembly line. Automated manufacturing systems rely upon SOPs to preempt deviations (quality failures).  Rules and SOPs have made a way into service systems in a big way. For instance McDonald’s service  consists of a number of activity based SOPs like order taking and assembling a burger. SOPs are developed to achieve standardization but an over reliance upon them can have a dehumanizing effect. Consider how disgusting it is to deal with frontline people like human robots such as air- stewards and call center employees. The quest for efficiency pulls organizations into standardization mode but it may not be the most desirable way of dealing with situations that involve human interactions.

Service encounters involve an interplay between customer expectations and delivery by service personnel. Therefore the first starting point for developing quality systems  (SOPs) is to fully and accurately understand customer expectations. This involves a complex exercise into knowing and delivering. But in the given case (brutalized bleeding victims on the road) does it really need rocket science to discover and deliver what is expected? It is likely to make your heart pound and the impulse to help can’t be controlled. But the squabble over jurisdiction signifies how emotions are mediated by mind- when you need to feel you think. Some emotions are universal like happiness, sorrow, surprise, anger and disgust. We are surprised at the mechanical response of police and why they did not feel anger and sadness to go beyond the call of their duty to help the victim.

Exceptional situations call for extraordinary response.  Mostly crime creates exceptional situation for the victim but  for police or doctors it may just be an ordinary situation (‘we see this every day’) which gives rise to the concept of the job (the work you have to perform). This gives rise to important questions: does the repetition of dealing with crime (victims) make people insensitive (used to)? How does a rape or murder degenerate into a statistic and hence our attitude to dealing with the victim? How do emotions get mediated by reason?

Policing is a serious business that involves lives of people. Many service organizations look for ‘emotional buy in’ in selecting people for the job involving customers beyond qualifications (indicators of IQ). That is, how emotionally satisfying a job is for a person in term of its ‘meaningfulness’.  When a person opts for a job for ‘existence’ reasons (need based, salary, power, and progression) the work becomes an ‘imposition’ from the organization. The performance in such situations is unlikely to transcend the requirement barrier to avoid penalty. On the other hand if job offers meaning beyond the ‘existence’ considerations (I want to help people in need/ contribution beyond self) the performance is likely to transcend the minimum performance standards. This explains why lowly activities like sweeping floors or cleaning shoes become highly valuable and meaningful (higher order contribution) in a Gurudwara or a temple.

In certain jobs it is very important that ‘right’ kind of people are attracted. Policing is one of them. Policing is transformational, it provides opportunity to people to ‘make a difference’ in society. This discourse on ‘higher order’ contribution and ‘meaningfulness’ is unlikely to ring bell with all therefore it is important to revisit our recruitment system and ensure that people with right kind of mental makeup join the service.

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Honey Singh, Lyrics, Images, Rape, Identity and YOLO generation

Who am I? What do I stand for? Where am I going?

These questions are so simple that they don’t get any attention. Simple is obvious and obvious is ignored. The YOLO generation – you only live once, especially in their twenties do not have comfort of latching on to cultural categorizations to construct their self and the new is not yet fully emerged. The windmills of liberalization and globalization have rendered the old structures obsolete. The new generation is caught in the situation where the old is not completely gone and the new has not yet fully emerged. The khap diktats, civil society outburst, consumerist culture, rise of the nonsensical movies and lyrics, are all manifestation of this chasm and friction. With the blurring of boundaries the new generation is left on its own to seek answers to the above questions.

The people of the new nomadic tribe are robbed of identity and their privileges that stemmed from fixed social structures. Take a macro look in a metro station or a mall, the humanity stands homogenized but take a closer look and everyone seems to be on a perpetual identity construction voyage. The deeply entrenched power structures are shaken and there is emergence of the new ones. Market is now supplier of symbolic material and consumption is no longer about satisfaction but identity construction.  A Scorpio and an Audi radically differ from each other in their supply of symbolic meaning to one at the steering wheel. Both can’t latch on the old identity structures based on who they are, therefore brand is commissioned for both identity creation and signification.

When the system fails to provide the notions of identity, people are free to make a choice. It is now upon the will of an individual to construct the person he or she wants to be. Consumption in this context gets beyond the realm of utility to acquire symbolism. The choice although free, operates within the overall constraint imposed by a set of possible selves made available in a socio-cultural context. It is not that people choose from a set of infinite selves. Media supplies a limited set of images, symbols and models differing in narrative. Popular media is one big supplier of images and models which are picked by people in arriving at their identity definitions. Primafacie people are said to be free to make a choice but it operates with a constraint imposed by total available set. Culture industries provide repertoire of symbolic products out of which free will is exerted. Bacardi ad says ‘be what you wanna be…’ but images of people portrayed- supply of symbols- narrowly push to you to be ‘the kind of person you should be’.

Each aspect of the environment is laden with symbolism. Popular media as an important part of culture producing industry is a dominant supplier of identity construction resource. The expression of this process manifests in choices that people make – what we buy and how we behave. This influence is so subtle and sub conscious that it escapes conscious scrutiny. The codes of behavior are implicitly established.  Bacardi has very successfully managed to create a new symbolism around rum and establish acceptance of white rum in the youth market. Relationship can only get sanctified if you wear a platinum band, so are you a part of group called ‘platinum people’? Love has got a new expression.

When the identity is fluid and undefined and when we look out to symbols in identity construction process is a song by Honey Singh a potential threat? If diamonds which have very little practical utility can be ‘women’s best friend’ and chocolate can say it ‘better than words’, lyrics can certainly creep into our consciousness taking a sub-conscious route. The blanks of mind are imprinted with ideas supplied by the media to a great extent. The expression of the concept contained in the lyrics would be dangerous, even if it happens in one exceptional case.