It’s a new year, and as expected, businesses are re-assuring
customers of their renewed commitment to serve them better. This, as you would
know, includes businesses who have unresolved issues with customers from the
just concluded year; but this new year statement of commitment is a trend, so,
we all play along.
It’s quite sad that in over 6 months of transacting with
businesses of different sizes in different sectors in Nigeria, since my return,
I am yet to come across excellent service. This is not to say I haven’t noticed
any improvement in service delivery but, the customer-centricity factor is
still lacking.
Business owners brag about how sophisticated their products
and services are, and even liken them to what obtains in western countries.
They encourage customers to patronize Made in Nigeria products (I support this
because it helps the Nigerian economy) but, I still maintain that they still
don’t get it.
The Nigerian business environment is different, presenting
its own peculiar challenges and opportunities. This notwithstanding, excellent
service is still a possibility. Business is not just about getting goods and
services from the producer to the customer and making profit, there is a
mindset, a culture, that oils the wheel of business – customercentricity. It
takes a business from being just about opening for business and attending to as
many customers that show up each day and closing for business to re-open the
next day, hoping that another set of customers
locate the business. It’s a mindset that asks such questions as:
Are my customers satisfied with my product/service?
How can I Improve my product/service delivery?
What are customers dissatisfied about in product/service
delivery?
Are my customers returning or deflecting to the competition?
Am I giving my customers value for their money?
What are people saying about my business?
Surprisingly, the entry of more educated people into the
informal business sector of Nigeria has not fostered the inclusion of
customercentricity in the way business is done in Nigeria. The entry seems to
have more of a price hike effect sparked by sophistication, than a cultural
effect (positive change). Time is still widely abused, customer deception is
still a norm and customers are more often than not, unapologetically baptized in
murky waters of the doctrine that delay and disappointment are inevitable in
service delivery in Nigeria. Corruption in business has now been perfected and
customers have accepted the fate of bearing the bulk of the burden.
As harsh as these realities seem, I believe there are and
there can be businesses that do right by customers. The unwholesome business
practices I have experienced all point to the fact that most businesses in Nigeria do not regard customers as invaluable
assets
They include:
Cleaning during opening hours and expecting that customers
wait to be served after they are done cleaning
Not keeping to agreed delivery schedule
Waiting for the customer to be the first to greet
Asking customers to go find change
Refusing to sell to customers because they don’t have change
Sitting and asking customers to go search for items on the
shelf
Hurling insults at customers who refuse to buy after being
wooed
Not showing appreciation for patronage because they believe
they are doing the customers a favour
Attracting customers with deceptive marketing materials
(when an economy class business says it’s first class)
Zero follow up on customer enquiries, complaints,
suggestions
Adopting rigid and unprofitable business policies just because
the business owner says so
Adopting the blame game as a way out of every customer
complaint
Imposing religious practices on the how and when of service
delivery
Zero tolerance for exchange and return (Goods bought in good
condition cannot be returned)
Refusing customers to test products except they commit to
buy
I could go on and on. We engage in all these and question
why sustainable businesses are considered miracles?
Save us the re-commitment messages , It’s a new
year, what’s new about your business? It’s time to get customercentric!
Contact us for consultation
Mobile +2347015307929
Email: dumysamuel@gmail.com
Facebook: Customercentrix
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