The Sunday Mail
Cresencia Marjorie Chiremba
“A customer is the most important visitor on our premises’’ – Mahatma Gandhi
For at least a week every year in October, companies and organisations are at their friendliest.
Just last week the air was buzzing with excitement as numerous businesses countrywide commemorated Customer Service Week.
The week is a global event that shines a spotlight on the critical role of customer service, and pays tribute to the dedicated individuals who serve and support customers each day.
However, amidst the fanfare and festivities, a nagging question persists among many customers:
“Where is genuine real customer service for the rest of the year?”
Picture this: I am on a mission, a quest if you will, to uncover the mysteries of Customer Service Week in Zimbabwe I approach various company executives, armed with my burning question: “What did your organisation do for your customers during Customer Service Week?”
The responses were as varied as they were fascinating.
With their eyes lighting up with enthusiasm, some executives entertained me with tales of grand gestures and innovative initiatives. They spoke of special discounts, other mentioned ‘Kaizen’ (a Japanese concept on continuous improvement), and customer appreciation events.
There was even mention of personalised ‘Thank You’ messages sent directly to customers.
Their stories were a testament to the spirit of Customer Service Week, a celebration of the customer who lies at the heart of any business.
But then, there were others.
These executives gave me puzzling answers; a clear sign that they were not quite sure about what I was talking about.
It turned out that they were completely unaware of the significance of this week.
For them, it was business as usual, no fanfare, no festivities.
And so, my quest continued.
From the enthusiastic adopters to the oblivious bystanders, the responses to Customer Service Week in Zimbabwe are as diverse as the companies themselves.
But one thing is for sure: whether they celebrated with gusto or simply carried on with business as usual, every day offers a new opportunity to make customer service a priority.
This article delves into this compelling paradox, offering an in-depth look at Zimbabwe’s customer service landscape and how it stacks up against the expectations of its customers.
There is a growing sentiment among some customers that despite the fanfare during Customer Service Week, the actual customer service provided throughout the year by many Zimbabwean companies leaves a lot to be desired.
They argue that real customer service goes beyond a week of celebrations, and must be about consistently meeting and even exceeding customer expectations.
It is important to note that providing excellent customer service involves understanding the needs of the customer, delivering quality products or services, and being responsive to inquiries and complaints. It is about building relationships with customers, showing them that they are valued, and working to earn their loyalty every day.
While Customer Service Week is a great opportunity for firms to highlight their commitment to customer service, it is crucial that this commitment is reflected.
I reckon that most customers feel that most companies offer lip service and do not offer real customer service throughout the year.
It is crucial that local companies should start considering the concerns of the source of their revenues – the customers.
Here are some common customer service concerns in Zimbabwe:
1) Bad Attitude – Customers often report discourteous attitudes from staff. This includes being ignored, treated rudely, or not being given the attention they deserve.
2) Inefficient Customer Care Call Centres – Many people complain about their calls not getting through, when they need help with various issues. They often have to wait for a long time only to be told to wait again.
3) Poor Mobile Money Services – Complaints about mobile money services are diverse. Some people complain about transactions not immediately returning the requested operation. Others complain about inconsistent charges deducted whenever they make a transaction.
4) Intrusive Advertising – Customers often complain about receiving too many advertisements, especially via SMS.
5) Poor Quality – This is common in the food services industry where customers complain about the quality of food.
6) Reckless Driving – This is a common complaint in the transport sector, where public transport drivers are often accused of reckless driving.
These complaints highlight the need for companies to improve their customer service.
In the grand tapestry of customer service, Zimbabwe presents an array of threads.
From companies that pull out all the stops during Customer Service Week, to those that are yet to realise its significance.
The landscape is as diverse as it is dynamic, but one thing remains clear: customer service should never be confined to a week-long celebration. It is an ongoing commitment; a promise to put the customer first, not just during Customer Service Week, but every single day.
Let us remember that every interaction is an opportunity to make a difference.
After all, in the world of customer service, every week should be Customer Service Week!
*Cresencia Marjorie Chiremba is a marketing enthusiast with a strong passion for customer experience. For comments, suggestions, and trainings, she can be reached at [email protected] or at +263 712 979 461, 0719 978 335
