By Wael El Kabbany, Managing Director BT Middle East and North Africa
For a moment, cast your mind back to pre-industrial times. It was a period in which farmers and artisans had a close relationship with their customers; receiving direct feedback from them. It allowed these craftsmen to adjust their work to the tastes of their patron. The introduction of large scale organisations at the turn of the twentieth century resulted in employees losing that intimacy, as these companies split into divisions, departments and functions. The average employee became more specialized in their work and was cast further adrift from the actual customer. As cogs in the machine employees lost all sense of emotional attachment to the end product and the customer.