The Sunday Mail
#Covid-19 Fact: Someone who has completed a quarantine or has been released from isolation does not pose a risk of infection to other people. – Centre for Disease Control (CDC)
Nobody wants to face pain and tears. Life is priceless.
Some customers have always lived a life that has been, at least, comfortable. Comfortable in the sense that they have been able to do what they want, go wherever they want to go with no curfews, associate with just anyone of their choice without a limit.
No limits to shopping trips, they could shop freely and anywhere in the world without fears of contracting any serious disease in any market or city.
In a minute all that is gone, movements are restricted, no more free associations. Forget hanging out with the guys for a drink or going to church. Going to work is now not for everyone but restricted to certain essential services and only on a conditional basis.
For a while, certain “normal life” freedoms are taken away. Every person is a potential infected person. There isn’t money can buy at this juncture. It is all gone in a flicker!
Is there a trade-off between a customer’s life and money?
Life is precious and priceless, and no matter how much a business can make it will never be enough to replace one lost life of a customer or an employee. As the business world is in the throes of a big quandary over the unexpected novel coronavirus, named CODIV-19, big economies are shutting down, stock markets tumbling with analysts predicting another recession.
And this has not spared the customer.
In Zimbabwe, the customer has been hit hard with the prices of goods and services rising exponentially. Everyone is feeling the effects of the virus and for the consumer the effects are on the pricing of goods and shortages.
When the rumour started last week of a possible lockdown, local customers pressed the panic button and engaged in panic buying. Suppliers, joined the party and upped prices to either meet demand or to profiteer.
Either way the customers were made to pay the ultimate price, a diversion from good customer service.
Real businesses face the difficult choice of choosing between their customers’ lives and the money to be made in terms of a crisis like this: they weigh the searing moments of their real customers’ lives contributions to the organisation’s existence against the soul-sucking desire to always make money by opening for business.
When a crisis arises, ubuntu has always been our pillar as a people of African origin. No amount of money is worth more than the life of a customer. It is prudent for businesses to slow down a bit and prioritise their customers’ health always, because customer lives matter after all.
They say if you are poor you will die early but I beg to differ, I think if you are ignorant you will die earlier. Every business must take a heed and close shop for a while as a precautionary measure to save lives. Those businesses in the essential services categories must adhere and not over-charge customers because of limited options. There is no need to take advantage of a sorry situation to rip-off customers.
Times are hard and most people in our land are living from hand-to-mouth, but this Covid-19 is extremely dangerous if consumers are not careful. The human-to-human transmission rate is alarming.
Consumers keep to your homes and save lives. Ignorance will wipe away a generation and businesses will lose a fortune. It may seem like a difficult life-changing experience to customers that love the outdoor lifestyle but for now lying low is worth it.
Reduce and eradicate the risk. All companies must come up with ways that protect their business as well as their customers. Instead of having a physical contact with the customers which might increase the chances of Covid-19 infections, businesses can still serve their customers from home as goods and services can be sold online and through social media.
Partial shutdown or complete shutdown, to resume operations when it is safe to do so is another way. Postponement of business transactions to safer dates is also highly recommended.
It is also a chance for companies to show their social marketing skill sets by supporting their customers in these dire times. One such company that always hold its torch high in this regard is Econet. In spite of some of its shortcomings as a business, it always steps in when a crisis arises.
Covid-19 is a global disaster, and this company has already come to the rescue of the general populace by supporting health workers’ welfare. There is also Viking TechnoIntel, that is running “ Feed the Homeless” campaign during the lockdown period. This is the kind of support that companies should exhibit to their customers.
Financial and moral support to the customers’ is a great distinguisher and will always give the company that competitive edge. Organisations that are responsible in communities that they serve, will always make a great imprint in the hearts of their customers.
After all, a few pieces of silver donated to a good cause will always bring good tidings for years to come. Customers will always spend their last penny in organisations that lessen their burdens in times of need.
Local businesses rise up to the occasion and protect your customers. Jack Ma has set the pace, it is your chance to come to the stage and give a helping hand. It is also your responsibility to contribute to the health needs of your customers. A healthy nation produces healthy customers capable to promote viable business ventures.
Covid-19 is everyone’s fight!
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
