VOC AT ATM LOCATIONS

A recent observation of happenings at ATM locations revealed that customers are left alone to troubleshoot. There seems to be no form of assistance or guidance and yet our banks continue to talk about service delivery. In some instances, reports have it that security men at the banks now use this opportunity to beg and cajole customers for money. One customer complained about a certain bank and promised never to use their ATMs again because of the constant embarrassments from the security staff. This and many more reports have shown that financial institutions are not doing enough to retain the loyalty of their customers. There is need for immediate improvement for anyone that prides itself as a customer centric institution. 

How many times banks observe customer feedbacks at their ATM locations matters. It is as if the business managers do not know that neglecting the sole responsibility of service delivery to machines alone will jeopardize a relationship that took a long time to build. Consider a case where the machine is always faulty and your customer has to use other bank’s ATMs consistently. He is only being tolda to move his business to another bank that can meet his demands. There is no way excellent service can be neglected to a non-human device without appropriate monitoring in place. Machines do not have emotions; hence they cannot interpret how customers feel or what they want. This sheer neglect of invaluable customers can be likened to a careless disposal of patronage. If loyal customers are lost consistently, how will the business meet its financial targets? On several occasions, customers complain that the quality of financial services is declining. Of course, this is very obvious. The most annoying part of the situation is that bankers continue to pretend as if all is well. Will they wait for the total collapse of the system before making amends? 

There should be arrangements in place to know the customers’ plight at the ATM locations. This is a way to avoid the delivery of bad service. Well agreed that the advent of ATMs is a good one and that it had improved how business can be done. Total dependent on these technology only makes financial institutions look as if they careless about their customer experiences. 

Aside from the fact that automated teller machines are no longer dependable or reliable in the country, not all customers are technology savvy to get the best service they were promised at the ATM locations. To enhance such possibilities, banks must strategically plan to constructively shape the experience of all the classes of customers patronizing their e-channels. There should be some form of assistance promptly available at every machine location to help a bewildered customer. Such assistance also goes a long way to promptly report any system downtime at the machines while monitoring other reasons for urgent contingent attention. This had been observed to be absent in virtually all ATM locations in Nigeria. Instead, banks rely on the effort of security men to double as protection providers as well as ATM supervisors. This will not work, they are different constituencies entirely. Every bank should have a versed employee who knows how to handle situations at the ATM locations and would be professional enough not to scare customers away with requests for gratification. 

Conclusively, the CBN governor’s interest at making Nigeria a cashless society is a good one, but there is need for all hands to be on deck so that customers will not continue to suffer because they want to use ATMs. Financial institutions should remember that change is a daily occurrence. This is just to say that the customers whom you see today may not be there for you tomorrow. If that be the case, how will continue to exist profitably? All these things should be well considered to reshape customer’s perception. One thing is certain, only organizations that care for their customers would retain them.

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.

EMPLOYEE LOYALTY DILEMMA

Given that the knowledge of customer service is increasing all over the place, and authors, trainers and the rest of them are hammering on the need for attitudinal change. Employees may begin to think they are in a serious dilemma about their loyalty. Should they be loyal to the customers or to the management? Answering this question is a very significant determinant that would dictate employees’ attitude. Care should be taken not to misinterpret the messages of customer service advocates. The customers are important, it is also important to adhere to the dictates of one’s organization. Every organization has policies that guide their mode of operation. Hence, a need for employees to know exactly what the management requires of them.

 

Management has the responsibility to ensure that policies are customer oriented. This is the first way to show employees that they are expected to render the best service to customers. Various reward programs could be instituted to encourage high flyers and encourage the employees lacking behind in customer service. A very good example is the monthly customer service award adopted by financial institutions. Though at times, this arrangement becomes ineffective over time. It is still a way to tell a company that has customer service in its agenda.

 

For employees, creating the balance is the word. Employees should know how exactly to render the best service without contradicting organizational policies. If there is any policy that is anti customers, then a proactive employee would intimate the management through available means in the organization. This reiterates the importance of excellent communication between the management and its staff, thereby ensuring that the employee loyalty to the customer or the employer doe not become a controversy.

News item:

Copies of the new book Quality Service handbook are now on sale. The book is an excellent one gearing the hearts of the readers towards the essentials of excellent customer service delivery in customer oriented organizations. Be the first to get a copy https://www.createspace.com/3892663.

Quality service handbook

The quality service handbook presents customer service in a language that every reader can understand. It describes quality concepts that are necessary for every employee as well as the management. Quality management emphasizes that customers should get the best treatment from every organization. They are the reason why the business is still thriving. Very many organizations have closed shop because they neglected the voice of customers (VOC). Neglecting the voice of customer is like saying to organizational benefactors "we really don't care about your needs". Any organization that must continue to profit and retain its most profitable customers must make it a duty to study what they want and be ready to provide it.