The Sunday Mail
Cresencia Marjorie Chiremba
“The customer is always right” — Harry Gordon Selfridge
THE concept of “Yin and Yang” comes from Chinese philosophy, which presupposes that there are opposing but interconnected forces that interact to maintain the harmony of the universe and influence everything within it.
Consumerism refers to the idea that people are constantly buying and consuming goods and services, while customer service is the process of providing assistance and support to customers.
In this article, I will explore the Yin and Yang of consumerism and customer service, and how they can be balanced to create a harmonious relationship between businesses and customers.
Consumerism is the belief that the acquisition of goods and services is beneficial to individuals and society.
It is a driving force behind economic growth and development.
However, consumerism can also lead to negative consequences such as environmental degradation, social inequality and financial instability.
In contrast, customer service is the provision of assistance and advice to customers.
However, poor customer service can lead to negative consequences, such as negative reviews and reputational damage.
One of the most significant impacts of consumerism on customer service is the increased demand for quality service.
As consumers become more aware of their rights and the power they hold, they expect better service from companies.
This has led to an increase in competition among businesses, as they strive to provide the best possible service to their customers.
In turn, this has led to an improvement in customer service across the board, as companies work to differentiate themselves from their competitors.
However, the relationship between consumerism and customer service is not always positive.
In some cases, consumerism can lead to a focus on profits over customer satisfaction.
This can result in poor customer service, as companies prioritise their bottom-line over the needs of their customers.
In such cases, it is important for consumers to be aware of their rights and to hold companies accountable for their actions.
Another issue that arises from consumerism is the impact it has on the environment.
As people consume more goods and services, demand for resources increases, leading to environmental degradation.
This has led to growing movement towards sustainable consumerism, which aims to reduce the negative impact of consumerism on the environment.
To strike a balance between consumerism and customer service, businesses must focus on providing high-quality products and services, while also ensuring that customers are satisfied.
This requires a deep understanding of customer needs and preferences, as well as commitment to continuous improvement.
Businesses must also be mindful of the environmental and social impact of their operations and take steps to minimise the negative effects.
Balancing consumerism and customer service
- i) Sustainability
One way to balance the two is by focusing on sustainability.
Sustainable businesses are those that operate in a way that minimises their negative impact on the environment and society.
They are committed to reducing waste, conserving resources and promoting social responsibility.
This helps businesses to attract customers who are concerned about the environment and social issues. This can lead to increased sales and customer loyalty.
- ii) Innovation
In a bid to strike a balance, businesses must be innovative.
Innovative businesses are constantly looking for new and better ways to meet customer needs and preferences.
They are committed to continuous improvement and are not afraid to take risks.
Innovation helps businesses to differentiate themselves from their competitors and attract customers who are looking for something new and exciting.
iii) Personalisation
Businesses can focus on personalisation through tailoring their products and services to meet the unique needs and preferences of individual customers.
They give a personalised experience that is tailored to each customer’s needs.
Personalisation helps businesses to create a strong emotional connection with their customers and increase customer loyalty.
- iv) Transparency
Transparent businesses are those that are open and honest with their customers about their operations, products and services.
They are committed to providing accurate and timely information to their customers and are not afraid to admit mistakes.
Transparent businesses can build trust with their customers, thereby creating and increasing their loyalty.
- v) Social Responsibility
Socially responsible businesses are committed to making a positive impact on society.
They promote social justice, environmental sustainability and economic development.
Socially responsible businesses can attract customers who are concerned about social issues and increase customer loyalty.
Finally, the Yin and Yang of consumerism and customer service is a complex and dynamic relationship that requires careful attention and management.
Business must focus on providing high-quality products and services, while also ensuring that their customers are satisfied.
They must be mindful of the environmental and social impact of their operations and take steps to minimise them.
Additionally, companies that prioritise stability are more likely to succeed in the long run.
*Cresencia Marjorie Chiremba is a marketing enthusiast with a strong passion for customer service. For feedback she can be contacted on [email protected] or on 0712 979 461, 0719 978 335
