THE VALUE OF CUSTOMER CARE
Aug 12, 2008
For the service industry, the expression “the customer is always right†best describes the function of the business that determines the success or failure of a company.
By Carol Kezaabu
For the service industry, the expression “the customer is always right†best describes the function of the business that determines the success or failure of a company.
Vincent Kaheeru, a human resource expert, says customers usually have high expectations from their service providers.
Customer relations is important because clients want to feel they have a relationship with the company. According to the Research Institution of America, a person who has a bad service experience tells at least nine others about it. In comparison, people who receive an excellent service only tell three or four people about it.
Another reason to maintain good customer relations is the presence of competitors. If you are not meeting your customers’ expectations, they will change sides and associate themselves with a competing brand.
Kaheeru says even a monopoly may do certain things and get away with them for a while but it will not last long. The customers need to hear the constant message that they matter to you.
Many employees believe the people responsible for customer relations are the front office personnel and the customer care department. Kaheeru says while these people are specifically tasked with dealing with customer relations, it is part of every employee’s job description.
Patrick Ngolobi of MTN says their employees are expected to treat each other with respect. This way, they will be more likely to do the same to the customers.
Qualities needed for good customer relations
Listening — paying attention to what the customer wants and expects.
Empathy — the ability to put yourself in the customers’ shoes. You should always imagine what the customer is going through. What is obvious to you may not be so to the customer.
Trust — this is important because you need to build confidence with the customer or client.
Confidentiality — some organisations offer services that require privacy such as those of doctors and lawyers.
Effective communication The client should get the intended message from the communication he or she gets from the organisation.
Kaheeru says to improve customer care, employers should set high standards. A pretty face at the front desk is not enough. There should be constant on-the-job training for employees to grasp the concept of service above self.
He advises employers to adopt tools like the customer service perspective tool where employees are tested and trained in customer care skills. Every company should be willing to go the extra mile for the customer.
For the service industry, the expression “the customer is always right†best describes the function of the business that determines the success or failure of a company.
Vincent Kaheeru, a human resource expert, says customers usually have high expectations from their service providers.
Customer relations is important because clients want to feel they have a relationship with the company. According to the Research Institution of America, a person who has a bad service experience tells at least nine others about it. In comparison, people who receive an excellent service only tell three or four people about it.
Another reason to maintain good customer relations is the presence of competitors. If you are not meeting your customers’ expectations, they will change sides and associate themselves with a competing brand.
Kaheeru says even a monopoly may do certain things and get away with them for a while but it will not last long. The customers need to hear the constant message that they matter to you.
Many employees believe the people responsible for customer relations are the front office personnel and the customer care department. Kaheeru says while these people are specifically tasked with dealing with customer relations, it is part of every employee’s job description.
Patrick Ngolobi of MTN says their employees are expected to treat each other with respect. This way, they will be more likely to do the same to the customers.
Qualities needed for good customer relations
Listening — paying attention to what the customer wants and expects.
Empathy — the ability to put yourself in the customers’ shoes. You should always imagine what the customer is going through. What is obvious to you may not be so to the customer.
Trust — this is important because you need to build confidence with the customer or client.
Confidentiality — some organisations offer services that require privacy such as those of doctors and lawyers.
Effective communication The client should get the intended message from the communication he or she gets from the organisation.
Kaheeru says to improve customer care, employers should set high standards. A pretty face at the front desk is not enough. There should be constant on-the-job training for employees to grasp the concept of service above self.
He advises employers to adopt tools like the customer service perspective tool where employees are tested and trained in customer care skills. Every company should be willing to go the extra mile for the customer.