Panellists at the Ghana Customer Experience Summit have underscored the critical role and position of the customer service function in an organisation contrary to the perception of it being a luxury.
Drawn from top corporate entities in the country, the experts were unanimous in their position for the right people to be recruited to run the customer service department of any organisation.
The Director of Marketing at Unibank Ghana, Mr Clifford Mettle posited on the importance of incorporating aspects of an organisation’s internal culture within the larger marketing campaign strategy to earn an advantage over competitors.
Mettle disclosed that to exceed customer expectations and foster customer delight, companies must thrive on their internal policies and organisational strategies created and centred on its consumers.
‘’We must not only make these policies just for the sake of it, but we must strongly work towards implementing them as well as reviewing them for the furtherance of good customer relations in the provision of goods and services.’’ he said.
Mr Stephen Essien, Chief Business Officer, Tigo Ghana, wants businesses desirous of achieving great heights, to prioritize a customer service structure.
‘’Any business establishment cannot make a stride ahead if they are not able to locate where they stand on the service market. They must make that deliberate effort to find out whether a working customer service culture existed in their organisation. If it does, who is involved in this client care and how do they go about it?’’ he stressed.
The Head of Sustainability and Community Affairs of Voltic Ghana, Mrs Joyce Ahiadorme, on her part said in order to institute a good feedback mechanism, the use of digital platforms for data collection, short interviews, questionnaires with the staff and customers come in handy by providing the needed information to form a foundation of success for a business.
By Mawuli Yao Ahorlumegah