Catalonia, Politics and Supply Chain: labeling

While in Shanghai this week, I continued to keep in touch, as usual, with what happens in my dear Catalonia. I read in e-noticies a piece of news that described the policies of the telecommunication company Jazztel. Apparently this company only accepts communications in Spanish even though is sells products and services in the Catalan speaking territories of Spain where Catalan is the official language.I am not surprised that Jazztel tries to get away with it. Companies hate diversity, “one size fits all” is the best methodology to reduce cost. Customization and localization cost money even if you have embedded DFD (design for diversity) in your design process. But market forces are able to counterbalance the natural tendency of companies to avoid diversity. My biggest issue is the reaction of some people to Jazztel arrogant position. The worst attitude is the ‘botifleristic” approach. One guy was saying, if by having Catalan customer service I will have to pay more, forget about it. These are the kind of people who have made us lose all battles since the Trastamaras, people who would not move a finger to support their country and that would sell it for personal gain, like Mas with the Estatut (Catalan Constitution), like Carod-Rovira and Montilla with TV3 in Valencia and so on.
Let me tell you, if the vast majority of Catalans wanted products and services in Catalan we would have them, the applicable techniques: solidarity, perseveration and market economy.
Let me explain you how this would work for Jazztel. All Catalans or at least the 60%-70% who care about their language, should stop using Jazztel and switch to a carrier where service is offered in Catalan (preferably in Catalan, Spanish and English, my trilingual dream), even if it is more expensive. After a few weeks, the market share of Jazztel in Catalonia, the most affluent area in the country, would be so low that they would put together a taskforce to try to reverse the trend. After analyzing the exit interviews, they would conclude that the solution was an aggressive marketing campaign in Catalan with attractive prices and the set-up of a call center in Catalonia to serve the customers in Catalan.In order to maintain the margins in Spain, they would be forced to go for a second round of outsourcing and move more jobs from Spain to Argentina. A few months ago, Jazztel shut down the call center in Galicia and moved it to Argentina (que bueno que chamaste), read it here and here.
Conclusion, in a few months, we would have Jazztel in Catalan, we would have created jobs in Catalonia (pretty difficult to outsource, maybe to Valencia, Andorra or L’Alguer) and it would have cost us close to nothing.

In a larger scale, the solution is even easier. Let’s assume that we declare the months of October 2007 and February 2008 as the months of Catalan in labeling and services with the support of all society, consumer associations, political parties (except PP), etc. It should be a non political exercise, not a boycott, but an exercise of consumer preferences. During the month of October, only products and services that would offer labeling and customer support also in Catalan (I am not saying only in Catalan) would be chosen. We may suffer a little bit, we may have to pay more for some products, we may even have to narrow our selection, maybe have only lettuce and onions for a couple of days, but it will be worth while. In November, after having given our warning signal, we would go back to our normal consumption habits, while all the companies that got the message would start to address the Catalan market seriously developing labeling, graphic interfaces, directions for use and service centers in Catalan. When in February, the campaign would reinitiate, the choice of products would be much wider, the price differential insignificant and those manufacturers who chose to ignore the customer requirement would be definitely out of the Catalan landscape.
There is only one aspect that worries me and it is collusion. I have the feeling that it already exists today and we need to bring it to the open. I am afraid that many companies have agreed on certain rules of the game to avoid that one of them goes full speed with Catalan and the others are forced to follow. The solution is called “whistleblower”, someone needs to produce an internal document or trail of emails to prove it and the justice system will do its job. Collusion and price fixing are illegal practices.