Andrew
Cresencia Marjorie Chiremba
“If you respect the customer as a human being, and truly honour their right to be treated fairly and honestly, everything else is much easier” – Doug Smith
Customers and service providers do not always have a smooth sailing relationship.
In most cases, there is always a war raging somewhere because one feels short changed.
In last week’s article, the thrust was that companies must exhibit a high level of product knowledge because customers regard them as experts who are able to offer solutions to problems related to their line of work.
Nonetheless, this is where the war begins, as some companies are not very truthful when talking about their products or services.
Although most companies’ prophecy to be customer-centric, it seems most of it is just rhetoric as their actions suggest otherwise. Their brand statements are nothing but mere words since most of them cut corners on their products and service quality, there is lack of truth in their advertising and marketing, customers are forced to endure aggressive sales tactics and sometimes they have hidden fees and charges as well as binding hidden statements.
Quite a number of companies including our local banks charge us for banking with them when they should be giving us interests for our savings. We see a lot of nuisance charges, instead of interests. Mobile cellular services make it a point that calling their customer help line is more painful than a trip to the doctor.
Insurance service providers provide crucial information in small print on contract forms, which when signed can be used against a customer when they try to make a claim from them. Car dealers manipulate and mislead customers with “voetstoots” statements.
As the war rages on, here are some useless brand statements ignorantly used by companies in trying to win their patronage, which usually backfire.
Good Customer Service
Most organisations think that when they include words like ‘we offer good customer service’ on their brand or business materials, customers will flock. If you have that statement in your business then it only shows your lack of understanding on the real meaning of customer service. Customer service is an expectation that should be delivered as a standard procedure, so when customers engage your business, it should be the expected as the norm that they will receive good customer service. However, when this statement is used as part of the brand it will unfortunately appear as if it is a feature or benefit that can be offered, when in fact it should be your expected way of doing business.
We are Cheaper
Quality is associated with the price. The pricier the product or service, the better the quality. Experts do not compete using prices, because if you put emphasis on price, it only means you are not really good in your area or you are failing to communicate your expertise very well. Also, when a business concentrate on offering cheap prices there is a danger that it will be difficult for it to build a healthy business. This is due to the fact that they will be overworked and underpaid, and this will impact on your quality-of-service delivery, which in turn will leave your customers doubting the quality of your goods or services.
Our Service is Faster
When businesses make a promise that their service is faster, they forget that their speed in terms of time is just a perception, since this promise is not based on incremental time. Many companies, especially those that provide internet services, as well as courier services, brag about speed. This is not very correct, but rather they should be specific when mentioning time.
For instance, a courier service can say ‘we deliver your parcel to Europe in a day’. It is the customer’s place to then say “this is fast”. It is very different from we deliver your parcel faster than our competitors. This statement will only mean that as an organisation you are not only weak, but your performance is dependent upon your competitor’s level. So, when you are talking about time be specific and deliver on the promised time and date or before the promised time and date.
We are better
I have often seen certain companies advertising certain promotions with the words “xx is back, bigger and better”. This is another absurd statement that should not be used on brands. When organisations mention that they are better, the statement is usually incomplete because as customers we need to know that you are better than who. We will also want to know the reasons on why and how you are better. As customers, we just do not believe in empty words, they should be supporting evidence to the “better” statement.
Businesses have a variety of guerilla tactics that they use, but at the end of the day these tactics end up destroying the brand reputations, alienating staff members and the profits will nose dive into oblivion. Sincere customer focus and application is required if there is ever going to be peace between the business and customers.
*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 / 0719 978 335
Tinaye Agere
Online Reporter