Customer service week: Nigerians score companies, agencies low

Customer service week is celebrated in the first full week in October annually all over the world to underscore the import of customer service and appreciates the individuals (champions) who serve and support customers on a daily basis.

This year’s International Week for Customer Service provided a number of organisations the opportunity to reiterate the customer-facing roles and its impact on the bottom line. Beyond this, it also created an avenue for these professionals to be celebrated and appreciated.

Nigeria was not left out of the celebration galore last week as corporate organisations, especially those who relate with their customers on a daily – sometimes hourly basis – organised some activities to celebrate.

The social media were inundated with all manner of photographs from corporate service institutions showcasing the various activities that were held to celebrate the week. Some others even sent out bulk text messages to their customers to celebrate the week.

But Daily Trust investigation shows that patrons of most of the services of these elite service industry do not have the same sense of excitement as the companies themselves. In some response, the customers see no need for companies to make so much media hype about its operations, especially as they have done nothing to address customer satisfaction.

Airline Operators

Patrons of aviation services in the country told our correspondent that of local airline operators are still not measuring up in terms of meeting their satisfaction.

Rashidat Abayomi said: “These case with our local operators is not redeemable, all of them are guilty of poor service, so if you get angry with one and decides to change, you will the worst.

“They are quick to refer to their service charter when you foul their rules but when they conceal flight or over delay and you want out, it becomes a war to get your money back.”

Michael Adetunmise, in his remark complaint on the near non -response to his enquiries, said: “They claim to have online presence but when you make a complain through these channel, it takes them forever to respond. If you put a call to their customer service numbers, they never respond, or return the call, you will need to physically visit their offices to sort your problems.”

Banks and financial services institutions

This is another institutions where the customers are powerless inspite of the fact that they own the funds that keep the organization running. They lamented that failure of banks to discharge their duties caused them unbearable pains and inconvenience amid display of non-challant attitude of officials of the banks to resolve customers complaint .

Alhassan Yusuf said: “You would initiate a transfer, the money gets hooked somewhere in their system, the banks officials can see it but will never act on it until you go physically to the bank to complain”

Others wonder why it takes up to 8 working days to resolve cash dispense error on the Automated Teller Machines (ATM).

The customers also complained about discriminatory provisions on ATM outlets. “When you get to a machine, they tell you, if you are the bank customer, you can only withdraw N20 or N10 thousand at a time while their customers can withdraw N30 or N40 at a go”, Yusuf added.

Electricity Companies Distribution

Those who spoke to Daily Trust said not much has changed about the attitude of staff of the defunct National Electric Power Authority ( NEPA) and the current owners of the assets

Cosmos Azuka said: “For you to get prompt attention from these distribution companies, you must know someone from within otherwise, you will wait for when they deem it convenient to come around and fix your problem.”

Amina Tilde said: “it is only in Nigeria that request for meter from the EDCs look like been on the waiting list for a kidney or Heart donation, it takes forever to happen, but we have also observed that those who are willing to part with money are getting these meters without hassle, so where is the difference between NEPA and these Electricity Distribution Companies’’?

Government service agencies

Most of the respondents to Daily Trust enquiries believe that government agencies are the worse off in terms of responsive customer service at all levels.

Mrs Nneka Ejiofor, said: “Whether at an individual or corporate level, where I can afford to, I try to avoid any kind of dealings with a government institution. They don’t care about the outcome of their dealings with you and so can afford to do however they like.

She said: “All government hospital have zero presence online, they don’t have enquiry line not to talk of an emergency number you can even call to request an ambulance, except you call the road safety.

“Why do I need to physically visit a government hospital just to get an appointment with a specialist when such services can be available online. Why do need to go physically to get anti-natal appointment? These are areas where the internet has provided the opportunities to decongest the hospital and run them professionally.”

Mrs Bunmi Oyewole, expressed disaffection with the arrangement in government schools, saying “Noting works there, they don’t have power supply or hygienic drinking water or even First Aid and yet they charge development fee. When we complain during Parent Teachers Association (PTA) Meetings, they tell you to take our wards to private school.”

Jonathan Ofor’s has sad tale to tell regarding his experience with the police. He said: “Nigerians don’t even remember that the police is there to serve them. Most times when there is a problem, they prefer to resolve it at all cost themselves than involve the police. And in some cases they will even involve their military contact but definitely not the police.

“When you get to a typical police station, you irritation begins with the front desk officers. You will always meet them gusting or eating something and all they do is to bring out a sheet of paper for you to write statement even before they understand what you are saying.”

Apart from the media showmanship and publicity glitz demonstrated by most organizations during the week, little premium was given to customer call workshop, customer experience sketch, and awards presentation to the customer service team.

Experts said that customer service isn’t just a department, rather it’s a culture that every single employee must have and functionalized. They underscored the importance of each member of the team to act as customer service agents for a company.

They noted that the direct impact of good customer service on any business, is measured by a customer’s lifecycle value (which is measured by how long a customer stays once he/she is acquired) most times depends on the kind of service he gets from the company.

Effective customer service, according to experts, reduces negative word of mouth and impacts revenue positively.

Olukayode Kolawole said Organizations should start investing a lot of capital on equipping its customer service unit for them to perform effectively.