DEFINING CUSTOMER SERVICE

ACA defined customer service as “the ability of an organization to constantly and consistently give the customers what they want and need”. It emphasizes the need for all concerned stakeholders to be up and doing, ensuring that customers are always delighted. In the same direction, Juran once described a customer as anyone that is affected by a product; hence management has much work to do in determining who gets affected by their products and who to have in mind as their customer. Notwithstanding, there are certain customers who are the direct users of an organization’s product. They are the first point of call for any service rendered and therefore must be carefully thought about when planning. Given the level of decadence in the service industry, there is need for both the employees and management to know their positions in the determination to satisfy their customers. Some employees reported that management had consistently shifted in its responsibility to create an enabling environment for customer service. This may be true but we have heard many cases where management is also cross because certain employees have attitudinal issues. So who should be blamed for the loss of the customers patronage?

In a more acceptable opinion, everyone has their share of the blame. If management has forgotten to do the right thing, the employees who meet these customers everyday should bring the voice of customers (VOC) to the notice of their executives. Yes, management has the first responsibility to create an enabling environment for the employees, but the employees are not exempted from the quality service requirements as well. No one should explain away their negligence in handling customers rightly; instead there should be an active turnaround where strategic plans are followed properly. Management should do their part to implement the dictates of excellent service delivery; else resources spent to initiate business plans for the customers may be a waste. Everything done from the business angle is focused at the customer. A disaster will therefore arise if the customer requirements are neglected. Customers are now more enlightened about their needs. They have many choices and can utilize their rights to select their favorite organizations at any time. This makes the need to consistently exceed customer’s expectation very significant.

One thing is very clear, failing to serve the customer rightly is not only detrimental to the employees alone, it will eventually destroy everything the company stands for if not tackled at once.