{"id":202815,"date":"2018-08-21T12:01:07","date_gmt":"2018-08-21T16:01:07","guid":{"rendered":"http:\/\/dominicanewsonline.com\/news\/?p=202815"},"modified":"2020-08-23T12:17:23","modified_gmt":"2020-08-23T16:17:23","slug":"commentary-the-very-importance-of-effective-customer-service","status":"publish","type":"post","link":"https:\/\/dominicanewsonline.com\/news\/homepage\/features\/commentary\/commentary-the-very-importance-of-effective-customer-service\/","title":{"rendered":"COMMENTARY: The critical importance of effective customer service"},"content":{"rendered":"
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Edward J. Doway<\/figcaption><\/figure>\n

In July 2018, we at 4D-HMR joined together with NNETEDC to present a seminar on Customer Service Par Excellence on the island of Dominica.\u00a0We thought it would be a great idea to allow businesses and personnel to revitalize after the devastation of Hurricane Maria of 2017. Though we did quite a bit of advertising, very few people showed up.\u00a0Though surprised, I remember someone saying to a group of business owners that we are emphasizing too much on \u201cCustomer Service\u201d To him, it was like resurrecting slavery and the days of the slave master.\u00a0I did not see the relevance, but it opened my eyes as to why the lack of Customer Service is so prevalent.<\/p>\n

When it comes to a business, nothing matters if you offer poor customer service.<\/strong><\/p>\n

Let\u2019s then look at the importance of Good Customer Service.\u00a0Picture yourself visiting a friend\u2019s home and not feeling very welcome, either because you are ignored, the television is on too loud, the music from a vehicle parked outside is overbearing.\u00a0You would be ready to walk out and never consider visiting that person again. In fact, the friendship may even be broken.<\/p>\n

On a visit to another Caribbean island, one of my very best experiences in genuine customer service started on my arrival with the immigration officer, continued on with the Customs Officers and the people who invited me to the island.\u00a0Though this happened in 2015, the experience left a lasting impression on me up to this day and I always tell persons about the courteous \u00a0manner in which I was treated during my stay visit in that island.\u00a0It was all based on Customer Service.\u00a0\u00a0Caring for people and respect we have for one another is the Main Ingredient for effective Customer Service anywhere in the world.<\/p>\n

I believe that a country considering tourism as a main income generator, they must consider teaching its citizens and residence the very importance of Customer Service, regardless to what areas of the spectrum one serves. A smile with the words \u201cWelcome to\u201cor \u201cHow can I help you\u201d leaves a lasting impression on any one. I always believe in the motto \u201cTreat others the way you would want to be treated\u201d.<\/p>\n

Great customer service will result in maximum customer retention. Growing the existing customer base is as important as holding the customers. \u00a0A brand that has excellent customer strength can easily retain the customers. With time the customers develop a sense of trust and retaining such customers becomes easy. The way you deal with customers decides whether a customer is likely to use your brand again. Very often, this depends on the first experience that a customer had with your brand. Satisfaction of customers is important for a business, because only a satisfied customer will revisit a business. And recommend it to others. Recently, I have observed that our sales persons and receptionist at various businesses in Dominica are very much focused on their phones or tablets, ignoring the very entrance of a customer.\u00a0While technology has changed the way we do business, persons are so engulfed in listening to their headphones that they do not even realize that someone is trying to get served.<\/p>\n

When a customer visits a local retailer to make a purchase. They are able to benefit in some cases from the additional service of having the attendant explain to them what other services are available or how best the product can be used. \u00a0At the same time hopefully they will get a good ‘service’ from the retailer, who will be happy to help them with advice about other components to the product or item that the customer is purchasing and the options available such as , repayment terms, delivery etc.\u00a0\u00a0Customer service is one of the most important elements of the marketing mix for products and services. High quality customer service helps to create customer loyalty. Customers today are not only interested in the product they are being offered but all the additional elements of service that they receive from the greeting they receive when they enter a retail outlet, to the refund and help that they receive when they have a complaint about a faulty product that they have paid for.<\/p>\n

Value for money is also important when it comes to customer service.\u00a0If the cost of the item or the service is high, but the customer service is great, then the customer may have a great consideration for spending their hard earned dollar.\u00a0Imagine you have a flat tire on your vehicle and there are no service stations or tire repair places for miles, so you risk the journey hoping that you will find a location to repair the tire or get some air and when you arrive at the location, the air pump is not working or the station is close.\u00a0There is nothing more frightening especially for a visitor, because panic sets in.\u00a0You only have one spare tire.\u00a0Or you rent a vehicle and on collecting the vehicle, you realize that there is very little petrol and the next gas station is a mile away.\u00a0Those are the little issues that demonstrate the lack of Customer Care.\u00a0\u00a0Too many times I have had that experience and no one has been able to address the problem.\u00a0Being in the Business of being in Business requires that the owners of these businesses taka a course in Customer Service, and not just focus on making money.\u00a0Value for money is important and poor service will bring the business to a crashing halt.<\/p>\n