The brands that will stand out in the New Year should be
prepared to demonstrate a strong commitment to providing quality customer
service at every facet of their operations. More than ever before, customers
are wearied by poor customer service delivery and they are willing to embrace
competitive brands at the slightest opportunity. Brands need to continuously
improve in order to ensure that customer satisfaction and fulfillment are
guaranteed.
Every organisation needs a strategic focus to provide
seamless customers’ service delivery. Today’s customers are highly discerning
and they are loyal to brands that create exciting and memorable moments for
them. The most potent tool to retain customers is to ensure that the service
delivery meets their aspiration and align with their desire. The customers need
to be accorded the rightful place by brands.
The present market dynamics shows that brands that show no
respect to customers around loose out in the competitive game Customers are the
life wire of any organisation and they should be treated with respect and
courtesy. Some companies still believe they can maltreat customers without any
consequence. This can no longer happen as customers beyond switching their
loyalty to other brands can enforce their rights though the customer right
agency. This is one area that should be given critical focus as most consumers
are docile when it comes to enforcing their rights.
This is one major reason that I align with the one customer
concept of Sterling Bank. The concept focuses on the individual customer, and
the continued existence of the organisation depend solely on the customer. It
is very important to give individual customers the appropriate attention. Customers
need to be treated as kings’ and this should be the focus of every
organisation.
Relationship building is also very important as brands are
yet to build a beneficial relationship with customers. Brands should critically
examine their relationship with customers and proffer appropriate strategies to
improve. This has become fundamental as customers do not just purchase any
brand. They have both physical and emotional attachment with any brand they
purchase. The need to maintain positive relationship with customers cannot be
overemphasised. Customers maintain loyalty and ultimately become ambassadors to
the brands they love. Every brand that wants to distinguish its offerings
should place a high premium on the customers. Every customer needs to be courted
to deepen equity for the brand. Brands can utilise strong relationship with
customers to create a differentiating edge in the market place.
A veritable platform to maintaining a solid relationship
with customers is through a pro-active and meaningful customer engagement.
Several brands do not engage customers, in order to feel their pulse. There
should be consistent avenue to generate insight and gauge the perception of the
customers. The feedback obtained from such interactions goes a long way in responding
to the several complaints and observation of the customers. Customers’ insights
are very essential to not only building a positive brand image, but also
gaining an edge over competition.
Companies should develop customer centric strategies that
will distinguish their brands in the market place. Thereshould be a culture
that creates a compelling value for customers.
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