As owner of a small enterprise you focus a great deal of your time improving your business strengths and competitive advantage. In time, you establish a few areas of expertize. These are distinctive abilities or competencies that allow you to gain a foothold in your targeted market while growing your reputation as an organisation that value customer service.
The point is: entrepreneurs work very hard in order to improve their distinctive competency with which to gain unassailable competitive advantage. I strongly believe that as an entrepreneur in kenya, whether you own a small or big enterprise you have all the reasons to rejoice. Why? First, consider the poor state of customer service in Kenya from government offices, banks to matatus. To innovative entrepreneurs this can turn out to be a goldmine. Secondly, you can innovatively reposition your organisation as the premium business in term of customer service in your industry.
I believe that; successful organisations make habits of things others don't like to do, or don't find time to do. If an entrepreneur makes customer service a fundamental and integral aspect of his business, where customer service is everyone's job, you are bound to enjoy the fruits that are attributed to customer service. You don't have to look beyond your nose, to find a way of being unique. You can subscribe to the philosophy of Donald Porter," customers do not expect you to be perfect. They do expect you to fix things when they go wrong." As entrepreneurs management of complaints is critical, and often many firms go down on this account. An organisation should cultivate a culture of customer service where complaints are viewed positively. A complaint is a double opportunity: one, a chance to learn what your customers really want;two, an opportunity to win over the loyalty of a customer. Where a customer feels his complaints are handled professionally the organisation increases the chance if getting repeat sell or even a customer may refer a potential customer. In the case of discontentment, the customer may be lost for life or even reduce the pool of potential customers.
Customer services is the final test. You can get everything else right, in terms of product, price and marketing, but unless you complete the process with incredibly good customer service you run the risk of losing business or even going out of business. If you can provide it, you will win over an army of customers, you will be able to satisfy your customers and ultimately win over their loyalty. If you can provide it, you will be able to position your firm as an organisation where customers' needs are catered for.
Today, the customer is more informed of his rights, more demanding and less loyal to a firm. In the back drop of this knowledge: an entrepreneur who is able to emotionaly connect with his customers will sprint ahead of his competitors. With an incredibly good customer services you can make a fortune: Here is what you need to do. Leverage on emotions of your customers by being the best at caring for customers. Make your organisation the one that exudes the greatest warmth and friendliness.
As an entrepreneur your customers needs should come first and foremost. An organisation philosophy should always be " Happy Customer". This can be achieved if the traditional view where shareholders wealth maximazition interests are not the core value to the business, but rather customer needs are the core. Employees look after customers. Entrepreneur look after the employees. Employees look after the entrepreneur. The customer is the driving force of any profitable business, and therefore their welfare should be given necessary attention in order to optimize business's revenue.
By John Muchiri
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