The Sunday Mail
Change is the only constant in life!
Successful brands are aware that for them to prosper, they must consider customer relations. Customer relations is a critical factor that needs no compromise.
In hotels they have guest relations personnel to manage their customers. This is because organisations have realised that customers are the biggest shareholders of any organisation. No business can thrive without the patronage and support of its customers.
Customers’ expectations have been shifted by the new normal as they strive to adjust to the new business landscape. This gear shift has also made organisations to introspect and make adjustments on their customer satisfaction strategies in a bid to meet their ever-changing customers’ expectations.
Traditionally, organisations were used to change management as something that they can only apply to their internal businesses, but the way the world is evolving, it has become necessary for organisations to also manage changes with their customers too.
Whenever an organisation make any changes that have a direct effect on their customers it is normal that the affected customers will definitely react in certain ways. If the changes affect the customers in a positive way, they will be receptive.
In this case the organisation may make small changes that do not require the customer to make big strides in their usual way of doing business or it could be that the changes do not affect their attitude and behaviour of the customer.
So, for as long as the customer feel no difference to what they are accustomed to and their “comfort zone”, is not poked that customer will willingly embrace the change.
On the other hand, changes that require customers to transition into something completely new like shifting from face-to-face business to doing business virtually where there are zero physical interactions may face a bit of resistance.
For instance, in Zimbabwe the use of plastic money faced a lot of resistance when it started by both businesses and customers as they preferred cash to transact. There was a lot of skeptics and fear of the unknown as this was a new territory.
However, the only way to do change management with customers is through customer engagement as this is the only way organisations can minimise customer backlash and negative backlash from customers who may lack proper knowledge on these changes. Engaging them makes them feel important and a strategic figure in the organisation matrix.
Here is how customers can be engaged:
- Customer Analysis
Whenever there is change customers will always have reservations due to differences in the way they see things. What is important to the customers is having their needs met and are not really worried about the causes of the changes. It is, therefore, prudent for organisations to take time and explain the reasons for the changes and how they will help the customers in meeting their needs and expectations.
For instance, when the coronavirus hit the country, most organisations had to make adjustments in their operations such as asking customers to wear face masks, hand sanitisation and temperature checks while minimising physical contact. It was easy to enforce these laws using legislature and regulations but it took a while for the general populace to adjust and conform. Government and organisations had to educate their customers on the reasons why they have to protect themselves from Covid-19.
Organisations must also lend an ear to their customers’ concerns and acknowledge them. They can make the necessary adjustments and when customer feel that their contributions have been incorporated it then becomes easier for them to accept the changes.
- Build Customer Relationship
Customers’ buying behaviour tend to change simultaneously with the changing business environment. Today’s customer has more buying options than ever, but it is the duty of the organisation to build and develop their transactional relationship with its customers into one that make them a part of the organisations family. Instead of feeling like just an ordinary consumer of your products, customers must be able to identify themselves with the organisation’s team and as important shareholders of the organisation. Their loyalty must be to the company’s products and services.
- Expectations Management
It is important for organisations to be honest with their customers from the start. Customers have their own expectations but organisations must also put foot and in turn tell them what they are able to offer to the customers. Some customers tend to have unrealistic expectations, which a company may not be able to meet due to several reasons such as the operating environment, legislature. Even the organisation’s limited resources may stifle its desire to deliver exceptional service.
It is normal for customers going through changes to want to know what the future holds, what will not change and what will change and the effect it has in their doing business with your organisation. Thus, organisations must spell out what customers can expect, anticipate and the likely challenges that may occur along the way. This will help customers to have a rough idea through predictions on their future with the organisation. Armed with such information customers can easily adjust the level of expectations while maintaining a good relationship with the organisation.
- Flexibility
Organisations must not be straight jackets whenever there is an opportunity to implement innovative changes. In fact, they must be arduous, tolerant and be able to follow through the dictates of change management when it comes to their customers. It is important to come up with a framework that has a detailed plan, meet with customers as well as be able to get their feedback. It is also equally important for the same organisations to be flexible enough to consider the changes in the operating business environment.
Cresencia Marjorie Chiremba, is a marketing enthusiast with a strong passion for customer service. For comments and suggestions, she can be reached on [email protected] or on 0712 979 461.
