HOW TO ACHIEVE CUSTOMER SUCCESS AND BUSINESS BRAND APPEAL

HOW TO ACHIEVE CUSTOMER SUCCESS AND BUSINESS BRAND APPEAL

You may have encountered, very likely, medical doctors who equally provide poor service delivery, how they interact with the patient is not even complete. They look what they look for, write what they write and walk away and tell the nurse to do the rest of the job. While the medical faculty in the world has not necessarily taught to be a social friend to the patient where they’ll collaborate and ask “hey! what did you have for dinner?”, “how are you feeling?”, “how are you doing?”, “how is home?”, “how is your job?” and all that stuff, we understand that there has not been such training or perhaps it is in fact recommended that you don’t go that far? I have no idea! But when it comes to the patient who is your client, they must be able to understand diagnosis of what is happening with their life, unless they are a child and they are not able to comprehend because there is an adult that represents them. Otherwise, a patient must be able to appreciate the fact that you have found this challenge, these problems and these are the steps that have been taken. If there are three tests that are being around this person’s body or blood or organ they must be informed and they must be informed why and that when we find this, then we’ll know what to do or that there are three options available and that if there is something that the patient has to sign for they must also be informed fully.
A medical doctor who simply visits a patient and for three minutes and walks away without even talking to the patient, and the talk is not about the social issue, It’s about service delivery, the talk is not a greeting: one may say we have not time to greet and that’s why am walking away from it. The talk is about being able to carry out a full diagnosis. Simply looking at the individual is incomplete in understanding the situation of the patient. Full diagnosis cannot be based on mere observation and tests; you need to converse with the individual. While you may test the blood and find specific components such as a virus and other infections, in understanding the full disease experience of the individual you need to know what to do and how to help with the situation. Often times, illnesses for them to fully get away and build back somebodies health there is need to provide an intervention that incorporates the social aspect of the individual. These include: who do you live with? Whose there to support you? Do you have access to food? How far is your home from the clinic? If the person is, par example, supposed to come and get medicine once a week or every so often or come for daily injections such as for medication that has to run for that nature. Knowing a person’s condition and situation at home in their life in their economy, enables you to inform your decision in a manner that amplifies the person’s capacity to adhere to your given precautions around the future plan of their medical or health care plan.
These attribute are found in every terrain of our interactions, whether it’s for the politician, the church leader, a business person, a parent, a marketer because customer service, you realise is in every corner of our lives. An organization, before it reaches out to any client outside, exercises a billion times inside its own network customer service. When the secretary takes up typing a document, when a clerk in the registry files a letter, when the treasurer or finance person offers resources or finances to purchase stationary, when the driver drives a team from one place to the other, when the IT personnel sorts out a technical issue: we each are serving or servicing each other in providing specific remedies to problems, specific solutions to different challenges, providing specific services or even products to each other’s departments to enable our departments to function. Customer service, as charity does begin at home, does begin right at home within the organization. And our capacity to practice all such as it builds to team building and cooperate performance and cooperate affairs is an avenue that enables the organization to function well for the outside as it does for the inside. You cannot ignore the internal cancer and rush to successfully, fully, sort out the external cancer that sits outside in the hands of the customer for whom you exist to solve the said cancerous carcinoma situation.
Customer Service is a gamble because you do not know what people will say, what they will do and how they will react or what complaints they’ll bring or what service they’ll require or how many question they’ll give. Most people in customer service delivery, at least in Zambia, have often exhibited very minimal tolerance capacity for questions, requests and preferences. When these things are dictated by the client or customer, the service provider who represents the company or organization or product or project has few answers to give and after one or two or three or four they give up and they are not able to give more for two reasons: firstly, because they are not willing and therein lies the failure of good customer service and secondly, because they are ignorant and this takes us to a very deep unfortunate reason why customer service is a failed story for most Zambian businesses whether they know it or they don’t, they accept it or they refute it.
Customer service and customer delivery is one of the least well done things in Zambia and perhaps other parts of Africa. The assumption to expect that customer service will be in any way positive just because the Zambian people are friendly and nice is a critical misnomer and a misunderstanding derived from interpretation of a social experiences given by the Zambian scope of the populous. Are Zambians friendly? The evidence says so. Are they nice courteous and all that? Again, testimonials pronounce that more proudly than ever every time. The customer ordeal and the contradiction in experience between the niceness or friendliness of the people generally in the society is derived from a different scope and understanding all together. When you give a person the freedom to be, to think, to act, to relate in their other new own manner you have not restricted how they should behave, what they should do, what they shouldn’t do, where they should go, where they shouldn’t go! They, simply, are free able to greet you in their space in their manner, in their own awareness and ignorance. That freedom empowers the individual to manifest to their best within their comfort zone. Changing those parameters that establish the freedom to manifest in the manner they desire changes their capacity to sustain the key related attributes that will be required in the new version. The new version of interaction is a box and that box is tightened by rules. Dress this manner: appropriately, speak this manner, write this information, smile to this extent, talk like this, greet them as such. And then the person who is coming as well they are not just giving a social interaction, they are going to give you a greeting of their own version or none of it whatsoever. In short your expectations are not known of what that individual might give you apart from the greeting or no greeting, they may smile or not, they may be angry because this is customer services. All these things create a new avenue that is far away from the freedoms of social interaction and expected interactions that you would have as an individual catapulted by yourself or the other person.
It is therefore, critically important to understand that customer service on the part of the provider meaning the person who represents the customer service delivery system meaning the organization or the company but their public relations person, their person on the phone, their person on the gate or on the door, at the reception, at the front office. Those individuals or the sales person in the field or the sales representative in the field. Those persons carry the mantle of the social interaction within which fits the business interaction of customer service. And therein lies the challenge that create the unfortunate circumstances of businesses in the given culture of Zambia. Even if a person is able to be a wonderful social person in the streets or on the bus but becomes a terrible person when they take up a role to offer similar general interactions within social spaces where a product or a service is to be exchanged or given or bought that is where the challenge is. So people go to school to learn how to market, how to do sales, how to do public relations, how to relate how to communicate and all that. Fundamental to this principal, many people do not learn the deeper things inside of them in order to culture their own character for them to be able to embody relentlessly and resiliently all manner of given circumstances as they manifest.
The core mission of every business is to make profits. In that objective lies all strategies of management, administration, marketing and sales. When a person is employed to join a team in a business, it is to ensure that they add a certain form of value that enables the entire organization or business entity to achieve that core mission of getting a profit. For others, it is highly escaped to think that a business core objective or goal is to amass profit, they prefer to define their core mission of providing a service which I do employ and accept, therefore the dual core of a business is to provide a service that is needed by society, rather a service and or/ a product that is needed by society are willing to pay for. In fact, that is somehow sums up how a product is looked at, how a service is looked at in the spectra of business definitions. When looking at products, you are not imagining just every entity that you put on the market or at the corner anywhere or in your catalogue to imply that it is a product or a service. It must have key attributes that enables for that services to make money and make money not just as profit but to make money meaning around it would exist mechanism that create it, mechanisms that market it, mechanisms that are able to sell it out there in the market.
The key reason why customer service is poor is because of the de-linkage between the service provision process among the people that provide the services or the products themselves versus the clientele in how they consume or acquire the said products and services. For most people that deliver motivational talks or lesson on customer service, they believe that simply talking about the key traits of delivering a product and a service to the client either on the shelf or out there in the packaging or in the transaction between sales person and the consumer who buys then they would have achieved good proper customer service. In the Zambian story, you will hear that the visitors who come from the western world or other parts of the world, will appreciate the Zambian peoples’ courteous attitude, accommodativeness and tolerance. They will talk about the sociability, they will talk about the friendliness, the smiles and goodness of the person or the individuals or communities that they experience great warm interactions in the families, in the communities or in the churches or organizations where they visit or to which subscribe. These experiences many of us have heard about in the all the years of our lives how that the Zambian experience to the visitor is always very positive. you would think that given such a background within our own homes and schools and work places generally speaking on a social note of interaction, you will be enabled to experience the best customer service because services are interactions between people and a product or a service is exchanged or perhaps also transacted along such an exchange, the truth is more unfortunate and disappointing regrettably.
Customer service providers, people that sit on phones, whether at the call centre or at the reception or anywhere where they answer phones for companies often times do not know enough, enough to answer the questions that ought to be expected to reach their desk or their phones. Whether they are people that handle emails or update websites or be able to communicate with people face to face in person they are not able to provide adequate information. You’ll find these experiences at different corners. And this is related to the procedure, whether the procedure is the way the law provides or the procedure the way that our system has been designed. And by system meaning a process, structure, or a computer mechanism. If you need to upload things on the website that your company is providing for you to be able to apply for something, it won’t work and nobody will answer the question. People in IT will not be able to represent their own challenges, the people in public relations will not be able to even correctly and courteously speak with you about the challenge or help you through. They’ll not provide alternatives.
These challenges we encounter them, whether you go through immigration office, passport office, National Registration Card acquisition office or you are applying for businesses or tax. Ignorance at the highest level fails customer services to be delivered in full. It is not as much a big problem if you go to a business or try to find information around a business and information does not exist or is not clear. While it is not a good thing, it is not as bad a thing as asking to get clarification or get information and still face people failing you to receive the given knowledge or information or guidance that is required. Few people that are exceptional that I myself have met in different places whether ZRA or the Bank of Zambia or PACRA AND the likes. Few individuals that are exceptional, very humane, very humble, very forgiving and you can see that this is not just an event. This is the individual, this is who they are. They reach out to a person and fulfil an excellent service delivery to the individual.

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