Customer service is key in business
ustomer service is an area of concern that has bothered me for years, and which I am finally addressing in this monthly column.
According to Investopedia: “Customer service is the direct one-on-one interaction between a consumer making a purchase and a representative of the company that is selling it.
C“Most retailers see this direct interaction as a critical factor in ensuring buyer satisfaction and encouraging repeat business.”
I would like to discuss this topic because I think a lot of businesses underestimate the importance of good customer service and the impact of word-of-mouth.
As important as customer service is to a big business, it is just as important for those who own small businesses.
We all know the kind of customer service that most of us experience at retailers, but because we do not complain when we experience bad service – we are unfortunately feeding the beast.
It starts with something very small, a friendly face and a greeting from the person who is supposedly the face of the company.
This applies to the receptionists, administrators and security guards.
If the first person you interact with in the company has a bad attitude, looks bored and does not even greet customers before assisting them – it kills the whole experience.
I am personally loyal to businesses that treat me well.
Any business that makes me feel like their only customer in the world – I will go back there.
I will also talk about how good they are to my friends and family.
This kind of word-of-mouth recommendation can do wonders for a business.
If I go to a business and I find a person who is supposed to serve me looking bored and acting like they are doing me a favour, with my money – then in most cases – I do not go back.
I also vent about my bad experience to those close to me and unfortunately the word goes out and spreads.
I am assuming that in big retailers especially, there is basic customer service and etiquette training that is offered to those who claim to be ‘desperately looking for work’.
It really surprises me how a person can have a bad attitude at work when serving customers, but we are all – at the same time – complaining about the rate of unemployment in the country.
To me, it seems a person who treats customers badly does not value their work.
If that is the case, should that job not be given to someone who will appreciate it?
However, because we are told the customer is always right – this also does not give us the right to be abusive to those who serve us.
In my mind, the simple basics in customer service would include saying the following to a customer as they enter the business looking for a product or a service:
1) “Good day/Hello Sir or Mam, how can I help you today?“
2) In the case of a retail space, at the tills especially, it would be followed by: “Would you like a plastic bag?“
3) “Do you perhaps have the shop’s loyalty card?“
4) “Will you be paying with cash or card?“
Sounds simple enough, right? Then why does it seem so hard when we are in front of those who are supposed to be serving us? Beats me.
If it is really this simple, then it needs to be implemented.
A business associate who is in the tourism space once told me a possible investor passing through Komani could be put off by bad service at a petrol station.
This is the reality –a possible investor’s experience of customer service in our area could be a decider on whether they come back or not.
For those who are not aware, an investment into our area could mean possible job opportunities for those who need them most.
As such, it is important to think before giving customers attitude.
I would like to advise small business owners in particular to please train your employees on the basics of customer service and monitor that it is actually being practised on a daily basis.
For more perspective on this topic, see: https://www.investopedia.com /terms/c/customer-service.asp
Miranda Lusiba is the founding director of Strangé Consulting – a boutique PR Agency specialising in communication, freelance writing, media relations, reputation management and media training. #business advice
— Disclaimer: Miranda Lusiba & STRANGÉ CONSULTING retain all title, ownership and intellectual property (IP) rights to these columns and trademarks contained in all other information and supporting documents as well. This is in accordance with the SA: Copyright Act 98 of 1978 (amended) Intellectual Property Laws Amendment Act 38 of 1997.