Based on the experience gathered from my journey as a banker, I can say- ‘happy customers’ are the motivational force which keep the cogs of a company moving. When I place myself in the shoes of a customer, I see a brand in a new light. I praise a product for its durability, criticize a company for its slow service and sometimes, wish to try something new over a less appealing gadget. But, when all these situations are seen from a supplier’s point of view, it projects an entirely different and challenging scenario.
Being on the other side has helped me gain a deeper understanding of customers. I believe, they are the pillars of any organization, once their faith is shaken, the structure shatters. A customer is both- the creator and destroyer of a brand. To leave this decisive element of a transaction contented and satisfied, the following points can be considered helpful:
Active Feedback Procedure:
To discover the demand of customers and evaluate their level of satisfaction, a feedback system helps in a long run. Customer’s feedback is the foremost criterion to form a strong and unfailing service structure. The communication gap between the service provider and consumer not only hampers the process of building an optimistic relationship with the client but also slow down the production of desirable products by the company. Customers’ opinion about a product helps the company work on its shortcomings and provide the improved version of the service next time. The level of customers’ interest and their probability of buying the product increases when their feedbacks are well-attended.
Including ‘unique customer experience’ in the priority list is another step a company takes for building a strong customer service network. While using the services or products, people most often like to have an experience which amazes them and make them feel different. A well-planned customer experience strategy helps to retain the customers and increase referral rates. The ability of a company to please its customers should comply with curiosity of the consumer. Involving the technological break-throughs is what Diamond Bank has taken up as its strategy towards providing unequalled customer experience.
Make It Convenient:
People prefer easily accessible, less problematic and well managed services over the complicated ones. When people find the services complicated, it becomes difficult for them to stay satisfied with the provider. Services become more effective when they are easily accessible. A complicated process to obtain something makes the product less desirable. A company which understands this fact and uses all possible resources to make things less difficult for the consumers can win their trust easily.
The way technology is spreading its wings, Nigerians have become curious about using it to make difficult tasks easier. For instance, majority of the people view Banking as a complicated affair but banking at fingertips sound amazing and convenient; walking down long distances to withdraw money appears complicated, but, card less services seem interesting. A service becomes desirable once the directions are made less complicated and more interesting.
Time to time modification of the service structure, quality of the product, updating the employees’ knowledge and regular check on their performance is necessary for delivering the updated services to the customers. The policies of a company should also comply with the ever changing demands of people. Regular evaluation of the quality of the running products is necessary to understand where the alteration is needed to be done.
It is human tendency that we pay more attention to those who respond. Similarly, the service providers sometimes focus only on those customers who are loyal to the company and get less concerned about the irregular ones. To develop a value based customer network, the company should be sensitive to work in the interest of everyone- even the inactive customers should be approached and inquired from time to time and their reasons for not turning back should be rectified.
Diamond Bank, since its inception, has been working to know about its customers in depth and delivering the best services to them which enabled us to bag the second place among the 10 most customer focused banks in Nigeria in last year’s customer satisfaction survey by KPMG. It’s their perception which has helped us achieve this reality. For us, everything starts with CUSTOMER.