On Sunday 24th July, Dawn Richards, CEO of DRA Consulting, spoke with Rennie Bishop on 107.7`s “Sunday Brunch” to discuss Customer Service in Trinidad and Tobago. In this video, Dawn speaks about several pertinent issues related to Customer Service. In this discussion you will hear about:
- Customer Service as a Differentiator in a Hypercompetitive Marketplace
- Simple Operational Changes that can have a big Impact on Your Customers
- Why you don`t want “Satisfied” customers, and more.
AN EXCERPT :
THE CAUSE OF CUSTOMER SERVICE INDIFFERENCE
Interviewer: It`s considered a foreign language, in Trinidad and Tobago –Customer Service. This question of Customer Service has been described as a major failure in Trinidad. The solution seems to require a Cultural Shift, many say a bar that is too high. Can you identify some of the root causes to this Customer Service Indifference?
Dawn Richards: The big thing is I don`t think we`ve ever had to pay too much attention to building service into the product. We`ve had oil and gas, and we have become accustomed to products sort of flying of the shelves and selling themselves. Moving forward we have customers whose voices are becoming louder. You have persons travelling, you have persons having a sense of what value for money is- and that has changed. Now we are at a point where business are really being forced to step up their game.
You step up your game because 1) We are in a hyper competitive market. 2) There`s also a lot of sameness of products. All insurance companies are selling basically the same thing, the banks are doing the same things. What allows you to differentiate yourself? What allows you to be unique?
We need to realise that Service Delivery and building service into the product is one way of driving revenue. It`s one way of positioning yourself to be seen as a “go-to” organization. I think that customers are willing to pay a premium for service that is a cut above the rest. I am quite prepared to pay a higher price if I get quality service accompanying a product.
START WITH SMALL STEPS
Interviewer: Can you get some folks to understand that when you`re running a business you don`t send everybody to lunch at the same time? You call at 12 o`clock and they`ve gone to lunch, and they don`t return until 1 o`clock. Everyone goes on lunch break at the same time that customers get their lunch break and then customers are inconvenienced.
Dawn Richards: There are some basic things that customers want. Companies don`t have to start by wanting to become huge, and wanting to become everything and all things to their customers. Start with small steps.
Interviewer: I don`t even want a discount! All I want is service. Don`t give me the “Free Package”, don`t give me the bag, just give me service and I`ll be fine!
Dawn Richards: Absolutely. There are three things I`d like to share with businesses. First thing, get your people to smile. That`s not as hard as it sounds. The second thing is, acknowledge all customers who come in, customers hate to be ignored. Thirdly, make sure you are swift when a customer comes in with a complaint. Respond as quickly as you can.