TimothyHenry Ford, points out that “a business absolutely devoted to customer excellence will have only one worry about profits, they will be embarrassingly large.” Peter Drucker, a management consultant guru also notes that: “The purpose of a business is to create and keep a customer”. Ultimately, businesses that fail to satisfy and treat their customers well, will eventually fail.
According to Helpscout.net, a website that periodically publishes customer care statistics, there is a 5-20 percent probability of selling to a new prospect than there is a 60-70 percent probability of selling to an existing customer.
In addition, the website points out that, 75 percent of buyers’ experiences are based on how the customer feels they are being treated. In the same breadth, the website also noted that, the most requested improvement from customers was better customer service.
In Zimbabwe, the field of customer care among MSMEs is gaining traction. It is pleasing to note that MSMEs generally acknowledge that practising good customer care principles is good for business.
The most surprising proclamation on customer care, came from Robson Makwanya, a kombi driver who plies the Mount Pleasant route. According to Robson, most kombi drivers practiced good customer care “though there were a few bad apples out there”.
The way he sees it, kombi drivers “were doing quite well at it”. (His views are to be respected). This grand announcement was met with derision, gasps, mockery and even swearwords by passengers in his kombi. Welcome to the “great divide” between MSMEs and their customers.
Why did the passengers not agree? A deep dive survey among some of the MSMEs revealed some very interesting trends. A majority of MSMEs believe that practising good customer care principles is important for business.
In addition, 89 percent believed that they did practice good customer care techniques, though they could not be specific on what techniques they used.
On the other hand, a quick deep dive survey among the customers themselves, revealed conflicting opinions. A substantive number (90 percent) believed that MSMEs needed to improve on how they treated their customers.
The survey also revealed some best practices in customer care within the MSME sector. The trophy for customer care best practice goes to barbers and hairdressers. (My hairdresser always calls me aunty and I am now convinced that we are related somehow). Internet café owners were singled out for being attentive and being polite.
Sorry to “burst your bubble” Robson but, kombi drivers, appliance repairs, tailors ranked poorly in practicing good customer care principles.
It was, however, interesting to note that kombi drivers tended to “blame it” on the touts. The main ”beef” that customers had with appliance repairs was that they always asked you to buy more equipment for repairs than needed so that they can use them for their other jobs.
Tailors were seen as “big liars” when it came to telling people when their garments are done. Some respondents also accused them of siphoning out materials.
Either way we are not painting everyone with the same brush as there are some really exceptional service providers in these sectors out there.
So what are some of the deadly sins of customer care that are practised by MSMEs?
Deadly sin number one: Dishonesty.
Dishonesty was seen as a deadly sin that is so pervasive to our tradespeople. A friend of mine was asked to buy a 100 meter electrical pipe when the connection just needed 25 metres.
In other instances, some respondents pointed out that after buying all that was needed, the equipment still failed to function.
Some service providers in the construction industry, were accused of inflating prices and number of key items such as bricks.
When my friend was building her house she had to literally spend all her time at the site to ensure that nothing was stolen. To this end, customers need to have rudimentary knowledge of how their appliances work and what parts are needed. Simply googling how is done and what parts are needed is enough.
Deadly Sin 2: Poor product knowledge.
This sin is also quite endemic in large corporates as well. The idea of making a drop dead gorgeous young lady wear a T-shirt, cap and jeans all embossed with your product name is indeed a noble idea. These sales ladies and gentleman are also very “easy on the eye”.
But these young women and men have provided me with plenty of jaw dropping moments. In one instance, I asked a simple question; “Why should I switch from my product and use yours?”
After much scratching, fiddling and stuttering, I finally got my answer; “Ah ours is much better than that one you are using.”
Research shows that, consumers complain about sales agents not being able to answer their questions 50 percent of the time.
My most favourite “cellphone consultant” Arthur Mhembere and his brother are so good at their work, so much so that I only trust them with my cellphones. They will tell you what a charger can and cannot do. What I really appreciate about them is that they will always tell me the truth on the performance of anything I am about to buy, and if it’s worth it. This honesty has earned them a loyal customer.
Deadly Sin 3: Expecting everyone who comes into your shop to buy.
In these tough times, customers will wander around many shops to look for best quality products at the affordable prices. But some MSMEs visibly get angry when you simply ask the price and not buy from them. Some will look at you and gauge if you can afford the item or not and then ignore you.
When a customer enters a shop or your business area, the idea is to create an exceptional customer experience, which will result in them choosing you as their service providers of choice.
Research has also shown that given a choice, customers prefer to use one service provider.
In a related sinful practice, some shopkeepers will follow you around to check if you are not stealing anything (Really!!!!)
Deadly sin 4: The sin of “Whatsapping” while customers are not being served
This one is very worrisome emerging sin of our times. In most shops that you enter these days. Shop assistants and front desk staff are always glued to their phones. (I have, however, found pharmacy staff to be an exception to this practice).
They fail to acknowledge customers when they enter shops, and when they eventually see you the service is “fast and furious” to make time to go back to their phones. Some will serve you while they are on their phones.
MSMEs especially retail owners should ensure that they train their sales and front desk staff to serve customers.
Sin 5: Not having a customer relationship management plan.
MSMEs should start familiarising themselves with the key tenets of customer relationship management (CRM) principles. To start with, having a customer database is very important so that occasionally you call on them to give you feedback on the service you are offering. MSMEs also need to put into place customer retention and growth strategies.
A simple act of knowing your customer’s names will help build loyalty among your customers. Also having a customer help line displayed where all customers can see will help with those customer complaints. (I would prefer it if it was the owner’s number, they need to know what shenanigans their employees get up to).
In conclusion, customer care is core to the growth of any business. Bill Quiseng says; “In the end the only perspective that matters is the customer’s.”
Joseline Sithole-Founder Southern Africa Development Consultants (SODECO) and contactable on [email protected]
Bongani Ndlovu