Improtance of Good Customer Relations
... the Organization In times past, companies could attract and maintain their customer base by their prices and products. However, with the rise and expanse of competition, companies now copy each other’s products more and more, and there is no longer a great price advantage. Customer service would therefore play a vital role in companies today; for although acquiring a new customer is important, it is crucial to hold on to the existing one. Therefore each company or organization needs to stand out from the rest. Customer Service would be important to any company because the customer’s view would aid in making the organization more efficient as they seek to meet the customer’s expectations; the workforce is the forefront of the company and they become motivated when interest is shown in them. The aim would now be to try to attract and maintain customers especially the loyal ones with few complaints. Customer Service would effect a creation of goals that are likely to be achieved and most importantly increase sales and profitability. (iii) The Importance of Customer Service to the Employee Since the company would have sought to motivate their staff, customer service would become important to them because there is now increased job satisfaction, as they begin to take pride in their work. There is now better team effort and less absenteeism and therefore they are more likely to stay on the job. (iv) The Importance of Customer Service to the Customer Customers stay with a business when they know that they are able to receive efficient and prompt service. They like to know that they can receive the right product(s) that they require, in the time that they need it, for the right price. Customers want to know they are important to the company, and like to feel welcomed and respected by the staff that they encounter; i.e. polite and friendly service. Customer Service is important for the customer to feel safe and secure with the organization. (v) Why Businesses Fail There are several reasons why a business may fail, this may include poor accounting systems, reluctance to take risks, low-tech labor-intensive work, owner’s limited credit rating and the list goes on. The most important reason, however, is poor customer relations and people skills, even worse is that there may be too much focus on the product rather than on the customer. The failure of a business is not biased to any particular company, but includes both established and new. An established business may fail because they have taken their customers for granted and assume that they will always return. However, customers always have a choice and they will go elsewhere because they know that the service they will receive will be much more efficient. New businesses may fail because they become too caught up in the flashy products they sell, or even what they consider clever marketing. Often when a new business opens, crowds will flock to see what is being offered, but how will you keep the new customers if there was no investment in customer service? You see the hype and novelty lasts only for a short while, and customer service will be the only thing that will be able to keep that business going and make it a success. Royal Castle on Broad Street, a very young fast food restaurant in Barbados, is a good example. Many patrons complained of the poor service they received in that particular establishment. However, that business no longer exists. Its reason for closing may be many but if they were unable to keep their customers then that would definitely destroy their business. Customer service is the core of any business that is a success today; the boosting of employee morale and staff training will enable the staff to even better deal with customer problems and in the end give great service. WHAT MANAGERS ARE DOING (i) Duty Free Caribbean – Cave Shepherd, Harrisons and Columbian Emeralds. Duty Free Caribbean (DFC), is one of the biggest players in the duty free industry in the Caribbean, including Barbados. It is therefore no surprise that the company is doing as much as it is to ensure that it delivers good customer service and has good customer relations. According to DFC’s Customer Care Manager Sophia Clarke, the company embarked on a summer course for executive management, middle management and supervisors this year to ensure that they all understand why it is critical to have good customer relations and try to improve on what is being delivered to their customers. Clarke says DFC, is however not just focusing on customers but the interrelationship between workers and their peers so that customers could sense an atmosphere of camaraderie and workers themselves are there to help each other. Cashiers throughout DFC, stores – Harrisons, Cave Shepherd and Columbian Emeralds, have also received training in customer care this year. Clarke says the sessions, which started in June focused on the personality of the cashier and the importance of maintaining standards. A second round of training sessions with Clarke as the facilitator was due to get on the way on October 18th but Clarke was on sick leave. This however should have commenced on her return. The Customer Care Manager says middle managers sometimes fail to encourage the attitude that Cashiers should have, and part of the training for Management is to ensure that they too embrace the right attitude. Clarke says the company has also been keeping in touch with its customer through its database and has invited different segments to a number of product launches. One such case is its launch of the Britney Spears fragrance at which the company invited its under 25-years-old card holders. She says the general idea is to encourage customers to get out there and be part of what the company is doing. While much of the training 2 to 3 years ago was done by external training agents Clarke says the policy now is to use those who have been trained before to ensure follow-up and that the process is an on-going one. She says cashiers are encouraged to be positive and every effort is put into ensuring that they are. Clarke says if there is even a sign of a cashier being ill, that person is checked and the company nurse sees to them. According to her, cashiers are encouraged to always look productive and help in other areas if there area is slow or at a standstill. She says basic good manners such as good morning; you’re welcome and other such courtesies are also encouraged. Clarke says attributes such as willingness to approach customers, being approachable, and most of all professional, are also instilled in workers. Receptionist and other persons who use the company phones are also trained in telephone etiquette, which Clarke says is very essential. She says the telephone conversation should start with the salutation, the company information then the individual. For example: “Good Morning, Cave Shepherd, Natalie speaking, how may I help?” Clarke says in the era of globalization consumers are very aware and persons dealing with them must be mindful of their behaviour and attitude. Another programme recently undertaken by the company to improve its customer service is bi-lingual announcements in its stores. Announcements are now made in Spanish and English. Clarke says the company is currently using persons within the organisation who speak a foreign language to do these announcements and is also encouraging others to learn a second language. (ii) Anonymous Duty Free Clothing Store It’s interesting to note that while managers are trying their best to improve Customer Service, the owners of some establishments seem less concerned. One manager who we spoke to said the company provides no formal training for its employees but luckily for her most of her workers are long-standing employees who have gained knowledge from experience and have learned the importance of customer relations. She noted that the owners however take advantage of free training opportunities such as workshops put on by American Express and she does her best to ensure that the workers are her branch of the business are up to scratch. According to the manager, what she impresses on her workers is to have contact with all customers and give them that warm Caribbean style of hospitality. She says she does not believe in the famous fake smile but rather being genuine, understand what the customer wants, be friendly yet professional. The duty free shop manager says she also impresses upon her workers to take the name and number of a customer who wants something that is not in stock and make the best effort to ensure that that customer gets the product if it is in the warehouse. So while ownership of the company seems to be doing very little, in this instance the management, which is separate is ...