FOR the past decade, technical support has been in the vanguard of globalisation. With the costs of intercontinental communication shrivelling to virtually nothing, phone and online customer services have migrated to wherever they can be managed most efficiently and cheaply.
“Unsourcing”, as the new trend has been dubbed, involves companies setting up online communities to enable peer-to-peer support among users. Instead of speaking with a faceless person thousands of miles away, customers’ problems are answered by individuals in the same country who have bought and used the same products. This happens either on the company’s own website or on social networks like Facebook and Twitter, and the helpers are generally not paid anything for their efforts.