Customer Service: Or what?
It's the Wednesday of customer service week in Nigeria - at least the banks seem to be observing it. I step into one of the big green banks opposite Eko Hotel & Suites, Lagos to make a withdrawal. I immediately get a feeling that these guys were up to something (I didn't know it was customer service week - yet). The reception was pleasing & they asked me how they could be of service. I felt we were off to a good start while I told them I needed to make a withdrawal. One of the customer service ladies immediately asked why a young guy wouldn't have an ATM card. I responded that I did not trust the damned things; as I proceeded to the banking hall to make my withdrawal. I filled the withdrawal slip & handed it to the teller staff as I helped myself to some sweets displayed on the counter. I noticed the fellow staring up at me severally as it confirm the face of the account holder. Well, his stares didn't matter, or so I thought. He then says 'Bros, na your signature be this?' (meaning, Mr, is this your signature?). I start to get irate as I explain that I had changed my signature previously because of 'irregularity'. He apologized & said I should take my slip to the customer service personnel at the reception hall. Immediately I stepped out of the security doors they asked if I was successful. I informed them of what had happened while they listened without interruption. I asked if I could stop using a signature & use a thumb print instead. I was informed that the CBN reserves that 'privilege' for senior citizens (can you imagine that?). They then asked for a moment to 'look into the issue'. After about 5 minutes, they said I could go in to get my money. The fellow at the teller apologizes for the inconvenience as he hands me the money. I share a brief laugh with the ladies as I exit the bank. This experience got me thinking about what makes for quality customer service & what areas businesses can focus on as the rest of the world celebrates customer service week.
1. Customer Service Training: this is a no brainer. It seems intuitive enough, however, professional training will give business a cultured & structured approach to delighting customers. Businesses will learn how to set up company structures & policy that allows for quality service delivery, monitor & evaluate company performance in consistently delivering service & how to ensure flexibility in knotty customer - business face offs. There are several business service training institutions in Nigeria today & it wouldn't be a wasted investment in making your customers feel good & differentiating your business from the competition. The Institute for Service Excellence & Good Governance (ISEGG) is just one of several options.
2. Hire competent staff: it's one thing when a customer knows she has a problem. It's another thing when the business doesn't know about the problem & can't even fix it. Research by NewVoice (2014) reveals that 29% of customers switch because they are annoyed by a lack of staff knowledge. Businesses should focus on the continuous professional development of personnel & ensure they are equipped to meet the challenges of an ever changing business landscape. The foot soldiers must be willing, knowledgeable & capable.
3. Listen, & respond appropriately: it still baffles me how business vendors repeatedly fail to listen to customer complaints or to take remedial action. Research by Zendesk (2016) reveals that 24% of customers see if the company would take action to resolve the issue. Businesses should ensure that their staff possess the skills of emphatic listening, enquiry & advocacy. They must also give staff some authority to make on the spot decisions that will result in improved business outcomes for customers & businesses alike. Bottom line: listen to your customer & respond - or they'll go elsewhere.
4. Go beyond, & above: there's now a service school of thought that advocates 'customer delight' not just 'customer satisfaction'. Businesses score points with customers when then can turn potentially sour experiences into memorable ones. The aim is to shock & awe the customer. Research by Harvard Business Review (2010) shows that 48% of people who had negative experiences told 10+ people about it. Businesses should find ways of rewarding staff that creatively solve customers' problems and who create memorable experience at business 'contact points'. As the sage, Duffy Daugherty puts it - "The difference between good and great is just a little extra effort". Likewise with service excellence, some thoughtfulness & mindfulness could put the mark of quality on an enterprise. The suggestions above are by no means exhaustive but will go a long way in ensuring continued customer loyalty & business profitability. The dynamics of what make for high quality service delivery may be business & context specific; as such, a pragmatic & flexible approach must be adopted by service savvy businesses to ensure favorable business outcomes.
5. Practice great showmanship: From my observations, companies I rate highly for good customer service often put up a good show & seldom fail to thrill me. Statistics from RightNow (2011) indicate that 73% of customers say friendly customer service reps can make them fall in love with a brand. These reps honestly seem to be having a good time & do their best to take customers along.
Please feel free to contribute ideas on how businesses can deliver better service to customers. It’s the only way to have fun while using the money. Happy Customer Service Week!
# customer service # customer experience # customer trends # ISEGG