The Sunday Mail
Cresencia Marjorie Chiremba
“Don’t find fault; find a remedy” – Henry Ford
“Sorry we do not have change”. These words, uttered by a cashier, can transform a simple transaction into a frustrating ordeal.
As customers, we have all been there. That moment when our crisp notes meet an unyielding till, and the promise of convenience shatters like fragile glass.
Inspired by the everyday struggle for small change and the silent plea of countless customers, this article urges companies to pay attention to the little things; the coins or one dollar bills that can make or break a transaction.
The Scarcity of Smaller Denominations
Imagine standing at bustling Mbare Musika market or Mupedzanhamo market, clutching a US$10 note. You have found that perfect item – a nice floral summer dress, a juicy mango, or perhaps a nostalgic jersey of your favourite team.
The vendor smiles ready to complete the exchange. But then it happens: the dreaded phrase – “No change.”
Case Study 1: The Fruit Vendor
Let us visit the fruit vendor and we always see them pushing their carts around the CBD and other areas. His cart overflows with vibrant produce – ripe bananas, succulent peaches, and plump grapes. You select a bunch of bananas, their golden hue promising sweetness.
You hand over your US$10 note, and expect a few dollars and coins in return. But the vendor shakes his head and says “Sorry, no change”. You are left with a choice: abandon the bananas or take some items that you had not planned to buy. The sweetness turns sour.
The Corporate Blind Spot
This is not just about the fruit stalls; it is also a corporate blind spot. Companies invest in sleek websites, glossy brochures, and cutting-edge technology. Yet, when it comes to the humble US$1 notes and smaller change, they fall short. Their tills run dry and their cashiers shrug apologetically.
Case Study 2: The Coffee Shop
Picture a cosy coffee shop – the aroma of freshly ground beans, the hum of conversation. You order your favourite latte, handing over a US$20 note. The barista smiles, but her eyes dart to the till. “I’m sorry, we cannot break this it is still too early in the morning”. Your caffeine craving fails to be fulfilled, and the coffee shop loses a loyal customer.
The Ripple Effect
“It is just a few dollars”, you tell yourself. But those US$1 notes and loose change add up. Customers that leave empty handed and frustrated, are less likely to return. The ripple effect extends beyond the transaction, to a tarnished brand image, lost good will, and a missed opportunity for loyalty.
Unfortunately, this is a common occurrence in many businesses today. Companies are prioritising their profits over customer satisfaction, leaving customers feeling undervalued and frustrated.
But what happens when shops offer alternative items instead of change? Today, I will explore ways to address this issue and provide excellent customer experience without turning away potential revenue.
It is important for companies to handle the “no change” situation in a way that does not turn away customers. Here are some of the ways which can be used to ease the change nightmare:
The Change Rule
Change is not an enemy, it is a catalyst. Companies must shed their rigid excuse and practice good customer service:
1. Small Change Solutions
Stock up on smaller dollar denominations.
Train cashiers to break bills.
Invest in change machines.
2. Customer-centricity
Understand your customers. Anticipate their needs. Do not let a handful of coins or one dollar bills tarnish their experience
3. Innovation Ecosystems
Explore digital wallets, contactless payments and creative solutions. Make sure that your machines are always online.
4. Train Employees to Communicate Effectively
Employees should be trained to communicate effectively with customers and offer alternative solutions such as accepting payments through digital wallets or providing change in the form of store credit.
5. Offer Incentives
Companies can offer incentives such as discounts of free products to customers who have experienced this issue. This not only compensate the customer for their inconvenience but also encourages them to continue doing business with the company.
6. Implement a Feedback System
Companies can consider implementing a feedback system that allows customers to share experiences and suggestions for improvement. This not only helps the company to identify areas of improvement but also shows customers that their feedback is valued.
7. Apologise and Empathise
It is important to acknowledge the customer’s frustration and apologise for the inconvenience caused. This can be done through a personalised email or message that empathise with the customer’s situation and assures them that their feedback has been heard.
8. Be Proactive
Companies can be proactive by ensuring that they have enough change on hand or by implementing a system that alerts employees when they are running low on change.
The ‘Changeless Change’
As the world turns, companies must follow suit; the dance of adaptation is their survival waltz.
Those that cling to inertia will fade into oblivion.
But those that embrace the ‘changeless change’ – the jingle of coins, the flutter of bills – will flourish, their legacy etched not in stone, but in their hearts of their customers.
*Cresencia Marjorie Chiremba is a marketing enthusiast with a strong passion for customer experience. For comments, suggestions, and training, she can be reached at info@customersuccess.co.zw or at +263 712 979 461, 0719 978 335
