The World is Flat - Friedman Thomas - Страница 11

“Pull off U.S. Interstate Highway 55 near Cape Girardeau, Missouri, and into the drive-through lane of a McDonald's next to the highway and you'll get fast, friendly service, even though the person taking your order is not in the restaurant-or even in Missouri,” the article said. “The order taker is in a call center in Colorado Springs, more than 900 miles, or 1,450 kilometers, away, connected to the customer and to the workers preparing the food by high-speed data lines. Even some restaurant jobs, it seems, are not immune to outsourcing.

“The man who owns the Cape Girardeau restaurant, Shannon Davis, has linked it and three other of his 12 McDonald's franchises to the Colorado call center, which is run by another McDonald's franchisee, Steven Bigari. And he did it for the same reasons that other business owners have embraced call centers: lower costs, greater speed and fewer mistakes.

“Cheap, quick and reliable telecommunications lines let the order takers in Colorado Springs converse with customers in Missouri, take an electronic snapshot of them, display their order on a screen to make sure it is right, then forward the order and the photo to the restaurant kitchen. The photo is destroyed as soon as the order is completed, Bigari said. People picking up their burgers never know that their order traverses two states and bounces back before they can even start driving to the pickup window.

“Davis said that he had dreamed of doing something like this for more than a decade. 'We could not wait to go with it,' he added. Bigari, who created the call center for his own restaurants, was happy to oblige– for a small fee per transaction.”

The article noted that McDonald's Corp. said it found the call center idea interesting enough to start a test with three stores near its headquarters in Oak Brook, Illinois, with different software from that used by Bigari. “Jim Sappington, a McDonald's vice president for information technology, said that it was 'way, way too early' to tell if the call center idea would work across the thirteen thousand McDonald's restaurants in the United States... Still, franchisees of two other McDonald's restaurants, beyond Davis's, have outsourced their drive-through ordering to Bigari in Colorado Springs. (The other restaurants are in Brainerd, Minnesota, and Norwood, Massachusetts.) Central to the system's success, Bigari said, is the way it pairs customers' photos with their orders; by increasing accuracy, the system cuts down on the number of complaints and therefore makes the service faster. In the fast-food business, time is truly money: shaving even five seconds off the processing time of an order is significant,” the article noted. “Bigari said he had cut order time in his dual-lane drive-throughs by slightly more than 30 seconds, to about 1 minute, 5 seconds, on average. That's less than half the average of 2 minutes, 36 seconds, for all McDonald's, and among the fastest of any franchise in the country, according to QSRweb.com, which tracks such things. His drive-throughs now handle 260 cars an hour, Bigari said, 30 more than they did before he started the call center... Though his operators earn, on average, 40 cents an hour more than his line employees, he has cut his overall labor costs by a percentage point, even as drive-through sales have increased... Tests conducted by outside companies found that Bigari's drive-throughs now make mistakes on fewer than 2 percent of all orders, down from about 4 percent before he started using the call centers, Bigari said.”

Bigari “is so enthusiastic about the call center idea,” the article noted, “that he has expanded it beyond the drive-through window at his seven restaurants that use the system. While he still offers counter service at those restaurants, most customers now order through the call center, using phones with credit card readers on tables in the seating area.”

Some of the signs of flattening I encountered back home, though, had nothing to do with economics. On October 3, 2004,1 appeared on the CBS News Sunday morning show Face the Nation, hosted by veteran CBS correspondent Bob Schieffer. CBS had been in the news a lot in previous weeks because of Dan Rather's 60 Minutes report about President George W. Bush's Air National Guard service that turned out to be based on bogus documents. After the show that Sunday, Schieffer mentioned that the oddest thing had happened to him the week before. When he walked out of the CBS studio, a young reporter was waiting for him on the sidewalk. This isn't all that unusual, because as with all the Sunday-morning shows, the major networks-CBS, NBC, ABC, CNN, and Fox-always send crews to one another's studios to grab exit interviews with the guests. But this young man, Schieffer explained, was not from a major network. He politely introduced himself as a reporter for a Web site called InDC Journal and asked whether he could ask Schieffer a few questions. Schieffer, being a polite fellow, said sure. The young man interviewed him on a device Schieffer did not recognize and then asked if he could take his picture. A picture? Schieffer noticed that the young man had no camera. He didn't need one. He turned his cell phone around and snapped Schieffer's picture.

“So I came in the next morning and looked up this Web site and there was my picture and the interview and there were already three hundred comments about it,” said Schieffer, who, though keenly aware of online journalism, was nevertheless taken aback at the incredibly fast, low-cost, and solo manner in which this young man had put him up in lights.

I was intrigued by this story, so I tracked down the young man from InDC Journal. His name is Bill Ardolino, and he is a very thoughtful guy. I conducted my own interview with him online -how else? -and began by asking about what equipment he was using as a one-man network/newspaper.

“I used a minuscule MP3 player/digital recorder (three and a half inches by two inches) to get the recording, and a separate small digital camera phone to snap his picture,” said Ardolino. “Not quite as sexy as an all-in-one phone/camera/recorder (which does exist), but a statement on the ubiquity and miniaturization of technology nonetheless. I carry this equipment around D.C. at all times because, hey, you never know. What's perhaps more startling is how well Mr. Schieffer thought on his feet, after being jumped on by some stranger with interview questions. He blew me away.”

Ardolino said the MP3 player cost him about $125. It is “primarily designed to play music,” he explained, but it also “comes prepackaged as a digital recorder that creates a WAV sound file that can be uploaded back to a computer... Basically, I'd say that the barrier to entry to do journalism that requires portable, ad hoc recording equipment, is [now] about $100-$200 to $300 if you add a camera, $400 to $500 for a pretty nice recorder and a pretty nice camera. [But] $200 is all that you need to get the job done.”

What prompted him to become his own news network?

“Being an independent journalist is a hobby that sprang from my frustration about biased, incomplete, selective, and/or incompetent information gathering by the mainstream media,” explained Ardolino, who describes himself as a “center-right libertarian.” “Independent journalism and its relative, blogging, are expressions of market forces-a need is not being met by current information sources. I started taking pictures and doing interviews of the antiwar rallies in D.C, because the media was grossly misrepresenting the nature of the groups that were organizing the gatherings-unrepentant Marxists, explicit and implicit supporters of terror, etc. I originally chose to use humor as a device, but I've since branched out. Do I have more power, power to get my message out, yes. The Schieffer interview actually brought in about twenty-five thousand visits in twenty-four hours. My peak day since I've started was fifty-five thousand when I helped break 'Rathergate'... I interviewed the first forensics expert in the Dan Rather National Guard story, and he was then specifically picked up by The Washington Post, Chicago Sun-Times, Globe, NYT, etc., within forty-eight hours.