Business
Quality customer service is the most visible
and often the most significant part of an
organisation at every step of a business
journey.
This
was
sometimes
overlooked in some of the
businesses that I came in
contact with. It is crucial
that the team is always ready
to communicate be it faceto-face, on the telephone,
or
through
e-mail—there
needs to be a clear channel
of
communication
with
customers.
An investment in the skills
and knowledge of these
employees is very much an
investment in the customer
experience. It may take time
but slowly and surely West
African business owners are
investing in customer service
training for their staff.
Make sure that the team is
happy doing what it does!
If employees aren’t satisfied
on the job, they’re usually not
motivated to demonstrate a
high level of customer care; at
best, they’ll do just enough to
get by. So it is essential that
the team is happy! Studies
have shown that a strong link
exists between employees’ job
satisfaction and the quality
of customer service those
employees provide.
Many
have
stated
that
employees in some African
businesses are only concerned
with their pay cheques but
there is scope for motivation
in other areas. Again it takes
50 GOWOMAN SEPTEMBER|2013
time and training but a
happy team leads to happy
customers!
Always appreciate
customers, show customers
they’re valued; don’t assume
they know it.
The most important aspect
of showing customers that
they’re valued is to take care
of their needs or requests
in a timely, efficient, and
correct manner. At each and
every customer service stage,
employees should maintain
a
mind-set
of
earning
the business and trust of
customers, never taking it
for granted. They want to be
appreciated and respected.
They want to feel that the
company’s customer care
philosophy is truly about
them and not just about
their money. Take the time to
let your customer know how
much you care, either by
email, face – to-face, on the
phone or via social media.
Keep developing customer
services skills.
It shouldn’t be taken for
granted that employees know
what goes into good customer
service.
They may have some good
instincts and they may
each take certain measures
that they personally feel will
provide good service, but
this hopeful approach isn’t
enough. Providing training in
both the company’s customer
care philosophy and in their
job-specific service skills is a
huge and all-important first
step.
Once employees have been
trained, it’s essential for
them to be held accountable
for putting their skills into
practice on the job, which
means continued personnel
support and coaching.
The above principles are
of course relevant to all
businesses not just those in
West Africa, but hopefully this
will provide some guidance
on what can be done to
enhance the customer service
experience in the region.
It shouldn’t be
taken for granted
that employees
know what goes
into good customer
service.
www.ronkelawal.com
:@RonkeLawal
GOWOMAN SEPTEMBER|2013
51