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Ideas & Debate

Customer service steps that turn SMEs into giants

Receive your clients warmly all the time, not because the supervisor is watching. FILE PHOTO | NMG
Receive your clients warmly all the time, not because the supervisor is watching. FILE PHOTO | NMG 

You and I undertake customer journeys every day. Some are more or less fine throughout, and some have their ups and downs; some are consistently outstanding and some are the opposite, while with yet others it’s as though it depends on what those with whom you interact ate for breakfast that day.

As I reflect on my journeys with suppliers it always amazes me that in a country like Kenya, where people are naturally so friendly and helpful, we still endure the most awful experiences.

I ask myself how do the organisations from whom we buy that are at the low end of the spectrum continue to exist. OK, some are actually or virtually monopolies. But there are others who face many superior competitors.

But let me start with the best of the best, like the Laptop Clinic in Westlands, where I go when my PC decides to stress me. I almost look forward to it playing up, knowing that I will be treated so well from the moment I enter their premises till I leave, entirely satisfied.

I am confident they will always fix my problem, provide value for money — and thank me for being their customer. They are the sort of people you unhesitatingly recommend to others.

Another example, not unrelated (this is where I take my mobile phone when it needs medical attention), is the Safaricom Platinum store in Sarit Centre.

Admittedly it is there for Safaricom’s ‘Business Class’ clients, but it makes the best of the airlines pale by comparison. The staff there can never do enough for us, whether it is in dealing with the technical issues or offering us a cup of coffee… and then another. Their approach is consistently delightful.

Finally among my podium providers let me single out PrideInn, at whose Nairobi properties I recently ran some workshops. Unlike the other two this is a much larger set up, with many more staff. And this is precisely why it is so impressive.

Because each and every one of them, all the time, is only concerned to see that we are well looked after. It is not because supervisors and managers are touring around asking us if everything is OK. No it’s everyone, everywhere. It’s just the culture of the place, the norm.

Now let me move to a totally different category of service providers: banks. Lots of good people work here too, both in branches and in head-offices.

But the financial services sector has faced so many challenges, has become so regulated, and is faced with so many compliance constraints, that it becomes very hard for them to do the right thing for their customers.

I feel really sorry for their customer-facing people, the ones in the branches and in the business development function, as much of the time they are faced with having to tell us what is not possible — however reasonable and in everyone’s interest it may be.

They are the messengers of bad news, and they speak thanks to some eagle-eyed character in the credit department or the legal office who has spotted a reason-why-not that cancels out any earlier expectation of a loan or other facility being granted.

Worst of all is when issues are being handled by a call-centre, where you never know who will be dealing with you, and never the same person.

Plus you may well have been put on hold before even speaking to anyone… while being told by a recording how important your business is to them.

There is no possibility of any relationship being built between you and the bank, and hence of anyone getting a feel for the full background of your case or for your trustworthiness.

Too many of my experiences with such call-centres, ones where I have complained about some aspect of the bank’s service, involve the unfortunate agent muttering apologies on behalf of their employer, without having any ability to do anything about it.

In future those that survive in our ever more competitive environment are the ones who offer the best customer journeys.

The three companies with whom I led will be among them. But I truly fear for some of our banks.

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