Dear Big Organisation,
I am a complex and whole human being with unique needs.
Here are some of the things I am not and I will never be:
1. An upselling opportunity
2. A referral
3. An episode
4. What’s on your screen
5. An assessment
6. A deferred member
7. A unique customer identification number
8. A former dependent drug user
9. A change of circumstances
10. A patient in secondary care
11. A telephone customer
12. A service user
13. A transaction
14. A bed blocker
15. A NEET
16. A short stay residency
17. A non emergency repair
18. An appointment
19. A blood test
20. A renewal
21. An appeal
22. 11 minutes
23. A closed case
24. A transaction
25. A minor planning application
26. A Direct Debit opportunity
27. A complaint
28. BZ01Z (or any other NHS tariffs)
29. A uniform and a car parking pass
30. What it says here
31. An outstanding claim
32. A customer accessing a service
33. A unit cost
34. A Blue Badge
35. An open case
36. A non compliant patient
37. A request for information
38. A DNA (Did Not Attend)
39. What I put in my original form
40. An exemption
41. A sale
42. An electronic record
This list is not exhaustive but I hope you get the message.
Thank you for understanding me.
A whole human being
The lesson for big organisations
The lesson is simple. As soon as you put someone into a category you stop understanding them as a human being. As a result it is harder to give them what they want or need. Instead, you give them something fixed and pre determined which may or may not work. You take a chance. Taking chances is expensive for business and irresponsible in public sector organisations.
In big organisations, armies of people are employed to disguise original humans as categories, types and tariffs. This is done via documents and screens often by people who have never met or spoken to the original human. Once disguised, the original human is passed on to people to add further layers of disguise. This could be done in the same office, another town or even in another country if part of the organisation has been offshored. By the time all the layers of disguise have been added, the original human need is unrecognisable and the opportunity to meet that need is lost.
The theory here is that IF you break down my needs into parts (change of circumstances, new claim, sales, membership etc) and then send them to different parts of your organisation (sales, assessments, referrals, change of circumstances etc) THEN you will deal with me more efficiently. The opposite of this is actually true. You lose me in the system. You lose your relationship with me and you lose my trust. Losing people is expensive for both the public sector and for business.
You only find out my needs by understanding me and treating me as a unique and whole human being.
Courtesy of Systems thinking for girls