While 2009 has been a difficult experience for most businesses in Africa, I will also hope that businesses will continue to offer better services to their customers. Customers on their part should take up their place to demand and receive their right to excellent service.
Customers are the driving force of any business the world over. For a business to make profits, it must sell to an entity called a customer. In a highly competitive business environment, customers have a variety of goods and services and will choose what satisfies their needs. Customer satisfaction is an art; a customer is either happy or unhappy.
The big question then is what satisfies customers?
First is getting value for their money upon making a purchase. They want to believe that in buying, they got the best deal. Further they are entitled to a bargain where the pricing is variable. The second determinant of choice in the market place is the relationship between the customer and the seller. People who listen and understand the client nurture a positive relationship. This emotional bond leads to customer retention and loyalty; the magic of business sustainability. Last but not least is convenience. Customers will look out for providers who will make it easier for the customer to purchase as opposed to making it easier for the provider to sell.
How can Organizations give satisfactory service?
A frequent customer is a either a repeat or a loyal one. The former may not necessarily get what he wants and will often make do with what is available and accessible. Loyal customers on the other hand have an emotional bond with the provider they frequent because they always get what they want. They often turn into evangelists and advocates for the business. So how does your business create loyal customers?
•It must start with the management. They should lead in giving value and utility to the customers while guiding their staff to do the same.
•Complaints are golden opportunities to either retain or lose customers. Where well addressed and within the shortest time frame they might make a loyal customer, while the reverse will negatively impact on the business reputation.
•Kept promises create affinity; “I can relate to these people because they value me”, so to speak from the customer’s point of view.
•Courteous and polite employees are the kind every organization should endeavor to have. Such people are warm and will easily go the extra mile to satisfy a customer. Products can be duplicated but bonds built between such employees and customers can never be imitated.
•Empowered employees. There is nothing as good as getting service from a salesperson or attendant who is empowered and can make decisions. Not only does this save time for the customer but it will also generate a sense of trust and dependability. The customer is assured of his needs being addressed whether a supervisor is on duty or not.
•Satisfied staff. Rewarding employees motivates them to drive sales for your business. Where penalties for customer abuse are applicable, they should be as stiff as generous rewards are for customer delight. Motivated employees love their jobs and appreciate their customers while dissatisfied ones do not value customer satisfaction.
Drawbacks to avoid in Creating a Positive Customer Experience
First is apathy. Customers get annoyed when they speak to an employee who has no emotional effect. It simply says he does not care, and the customer is just another statistic in the sales figures. Use of technical jargon also has a customer repelling effect. A customer is made to feel inadequate and will seek further clarification. In using such terms, the attendant might dent the client’s self-esteem. Choice of language in communicating with the customer should take into consideration the client’s preferences. This goes beyond jargon to include use of mother tongue and impolite language and tone.
Lastly, there are deadly phrases that employees should avoid at all costs. To sample a few;
‘I don’t know’, ‘It is company policy’, ‘That is not my job’, ‘That is not my problem’.
These phrases project the picture that both the organization and the employee operate under rigid structures and as such are not flexible enough to accommodate customer’s unique needs.
Bottom line
In the end customers are the single most important determinants of a business’ success.
Taking this into consideration, businesses should brace themselves for a consumer society that is aware of their rights and turn this into a competitive edge by delivering more value in offering their products and services.
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