By Dr. Wilfred Isak April
NAMIBIANS apply for funding to support their enterprises, but once their business takes shape they forget their customers, who at all times will go the extra mile to spread the word.
Customer service is really a key business driver and can differentiate you from your competitors. Businesses, big and small, value and appreciate a loyal customer. A loyal customer usually gives you word of mouth recommendation, advocacy and free marketing. How many times do we walk into a restaurant and order coffee and the waiters act as if they are doing you a favour? Sound familiar? You are almost patronised and treated, as if you really do not have a choice. Most often it has something to do with the attitude of the specific individual. Please correct me if I am wrong, but a lot of wrong people are in the wrong jobs in Namibia. It is very hard to change attitudes rather than giving people the skills. It amazes me that someone working in the service industry can say: “If it were not for the customers; I would have finished my job.” I mean, come on, that is not acceptable!
Think about your own experience as a customer – what you liked and disliked in a restaurant. Do you recall any significant moments when you were delighted about the extra effort to accommodate your needs or outraged by rudeness or negligence. I really want you to take the time to think about this and this will give you a clear indication of what really makes for extra-ordinary customer service. Each individual has a role to play in a business, whether you are the CEO or the tea lady, take pride in your job and understand your role and how it can make the business successful. Nowadays providing adequate customer service is not enough. Namibians whatever profession you find yourself in, it is high time that you go above and beyond the call of duty to provide customer service that shouts, wow!! Try and put yourself in the customer’s shoes and visit a variety of enterprises that are frequented by your customers. This does not exclude your direct competition or companies that sell products and services similar to your own. Closely observe how your competitors treat their clients and adapt it to your own business. Creating excellent customer service becomes even more crucial, especially when customers complain about a purchase.
Let’s look at a common problem in Namibia of a delayed order. What is it that you can do to make the customer feel better? I would advise that you inform the customer of when you expect the order to arrive. Make it a point to deliver the purchase at home and think about whether you can offer a discount. In addition, it really does not take anything away from you as an entrepreneur when you say that you are genuinely sorry. It is always very important to show the customer that you are on their side, and it really does not take a lot of effort to show them that they are important at any time. Imagine you are the owner of a clothing manufacturing plant and have received the latest samples and colours of clothing material. Why not invite your clients to a private exhibition with snacks for a one-hour consultation? Customers remember events and moments.
They will remember your flexibility and how you made them feel by responding to their needs. It is difficult to work hard to win customer loyalty, only to lose easily for one or the other reason. But if you choose by going above and beyond with your customer service, you will see higher sales than your competitors. Excellent customer service is more than what you say and do for customers. It also means giving customers the chance to express their needs and wants through attending trade shows and industry events.
I think customer service is a challenge for most businesses in Namibia. This week I will leave you with these few questions: Are you appointing the right people in the first place? Do you as an owner inspire your frontline staff to execute tasks successfully? Do you cultivate a culture that enables people to take risks sometimes or is it very much the blaming culture where no one takes responsibility? How many times do you as a manager take off your shoes, and walk in those of the customer, to experience the customer’s journey? These tough questions can really change the attitude and priorities of entrepreneurs. In the end it encourages innovation, enthusiasm and your business can be in a much better place than it is today. Remember, the fact that people do not complain about your poor service, does not make it right.
Dr. Wilfred Isak April is a University of Namibia (Unam) graduate and holds a PhD- Entrepreneurship (New Zealand). He lectures in Leadership, Organizational Behaviour and Entrepreneurship at UNAM.