Nigeria suffers from an epidemic of bad customer service and virtually all of us have been a victim of terrible customer service at one point or the other. Most of us experience it day in and day out – in our early morning commuting, at work, at lunch, and virtually everywhere. Excellent customer service is so rare that when we encounter fair customer service, we are get excited and thankful. Poor customer service is so widespread that we have accepted it as normal. In fact as regards customer service in our community, ineptitude is the norm and mediocrity is often regarded as excellence.
The effects of this abysmal customer service is seen everywhere. Customers are generally unhappy, customer frustrations at an unprecedented increase, and tempers are at an all-time high, sellers are tetchy and buyers are running on short fuses. It is a vicious cycle, since everybody is a customer at different points in time just like everybody is a supplier at different points in time.
A major factor that has aided the high prevalence of this epidemic of bad customer service is the fact that most of us are guilty of giving bad customer service. Has it not been always said that “what goes around comes around?” It is a law of nature that you get what you give (even if it is not from the same person you gave it to). To make a change, you have to be the change.
Here’s the interesting thing, it has not always been like this- especially in this part of Africa. We have good customer service embedded in our culture. We grew up knowing that sellers/suppliers have to exceed their customers’ expectation – they give a little more than what customers pay for in form of ‘jara’ or ‘eni’. Sellers are known to be courteous and friendly. They add value to sales- for example- by asking the shop attendant to help carry your purchase home for you at no extra cost. Sellers used to ask for feedback about products sold and follow-up on customers. This is the foundation of great customer service right there in our cultures, given by our illiterate fore fathers.
While good customer service is not a substitute for good quality product and service, it is just as important. Just as how you say something is equally as important as, at times even more important than what you say. Now that competition is fiercer- you could lose your customer at a swipe of his/her handset. Buyers have more information, buyers have more choices, and they are more careful and prudent – buyers want more perceived value for their money.
It’s high time we raised our standards and started delighting our customers. It starts with a simple smile. A genuine smile says “I’m happy to see you”, “I appreciate you”. Greet all your customers with a smile. Answer your phone calls with a smile, it will reflect in your voice and tone. This makes your customers feel good and happy to do business with you. Even when you are concerned about some personal needs, still smile. If your face is naturally ‘smile-less’ or the country’s economic situations have made the default expression on your face a frown, you can train yourself with a mirror till the smile comes naturally and gracefully.
Focus on your customer; give your customer your undivided attention all through the transaction process. When you focus on your customer, you listen more attentively hence understand him/her better. You will proffer solutions better and sell faster. This will help you to be perceived as more professional and helpful. As you focus on your customer and maintain eye contact, you will be able to pick some emotions behind unsaid words and nuances. This will help you serve your customers more accurately and resolve their issues faster.
Exceed your customers’ expectation by giving a little more. Go the extra mile to make your customers satisfied and delighted. Add value to your product and services, yes, put your own ‘jara’, ‘eni’, ‘fisi’, ‘baker’s dozen’, or whatever you’ll like to call it. Just do it within reason. A word of caution here though, if you are an employee, kindly check with your employer before throwing in free items or else… you know the deal.
Another way you can exceed your customers’ expectation is by under promising and over delivering-complete and turn in the job before the expected deadline. Make the buying experience a memorable one for your customer, so they can always associate good feelings with your brand.
Finally, follow up on your customers. Ask for feedback on your products and services. Know if they are satisfied with it and the areas you need to improve on. Once they are satisfied, ask for referral. Thus, you begin to grow your customer base.
Until next time, keep wowing your customers.
Anderson
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