The Sunday Mail
“You miss 100% of the shots you don’t take.” – Wayne Gretzky
Organisations nowadays have abundant sources of information about their customers and it is purely out of ignorance if they fail to use it to satisfy or delight their customers. When existing customers are delighted, they will return for more business and refer new customers. Therefore, organisations must never allow any customer to leak. They should train their customer service team to let their humanity shine through without compromising the brand image
- Be ahead of trends
Customers’ taste and preference change all the time due to various reasons. The operating environment including techniques to reach them also evolve. This means organisations must always do a trend analysis and move with the times, otherwise if they fail to catch up them may lose out. For instance, Covid-19 has rearranged how business can prospect for new prospects using virtual spaces and any organisation that lag behind using the traditional methods may be thrown out of the game as customers will flock to those that are applying the new trends in their operations.
Long ago, organisations would force, threaten or even manipulate customers to buy their products and/or service but if the same tactic where to be applied on today’s customers there will be an exodus of customers signaling the death of that organisation. Focus must, therefore, be on building strong customer relationships that aid in knowing more about their customers’ needs and be able to meet them ahead of competitors.
Customers are only looking for organisations that give them in-fashion practical solutions to their needs and not outdated answers. Use of technology has allowed companies to be customer friendly in the way they do business. Keep customers by convincing them to see the value they derive from using your products and services. This will allow them to make independent choices
- Consider the ethics and morals of your customers
In their quest to keep customers some companies go overboard and forget the ethics and morals of the society they are operating in. “Ichasvika nguva yekuti kana usina kudya Mambo’s haukwire . . .” Is an advert that has been trending on social media by Mambos. I find it morally inadequate and directed to an audience that is morally bankrupt too. Such cheap advertising is a low and may potentially drive away quite a number of their conservative customer base. Use smart marketing techniques to catch your audience.
- Lack of Consistency
Our social living principles such as reliability also apply in business. Customers prefer to do business with organisations that they trust and can depend on due to its consistency. The provision of service, quality of products and services should be high always while promises should be kept too. Customers get frustrated when companies fail to honour their promises and change goal posts. It drives them straight into your competitors’ hands. All customers are important to the organisation must receive the same honour. Segmenting your market help organisation to prevent distortions in consistency as the organisation is able to deal with each segment according to its specific needs.
etv South Africa is one organisation that has recently shown inconsistency if the video that has gone viral on social media is anything to go by. On the video a reporter is seen interviewing both black and white men but the inconsistency comes in whenever black men are interviewed, she insists on them putting on their mask as way to comply with the Covid-19 regulations, while all the white brothers interviewed were doing so without their masks on and were not even asked to put them on.
Therefore, organisations must make an effort to equate their customers when delivering products and services. At the end of the day, customers’ decisions to do more business or to take it elsewhere is determined by the experience they get from an organisation.
Employees must be trained to offer all customers a great service that will enhance the organisation’s brand. Organisations must not be reactive when customers boycott their products or services due to inconsistent customer service but should always be on top of their game by always providing excellent service throughout.
- Accountability
Accountability is key, organisation’s representatives must take responsibility for their service delivery. Reward outstanding performers to motivate others to give their best of service so that every customer’s excursion with the organisation is great and unforgettable. Keep customers and grow your business.
Cresencia Marjorie Chiremba is a marketing enthusiast with a strong passion for customer service. For comments, suggestions and training, she can be reached on [email protected] or on 0712 979 461.
