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Is the customer still king?

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Srinivas Uppaluri
Srinivas UppaluriJul 21, 2018 | 13:11

Is the customer still king?

From cabin staff literally dragging passengers out from overbooked airlines to online shopping portals turning a deaf ear to customer complaints about receiving literal bars of soap instead of the pricey mobile phone they paid for, customer service continues to be the Achilles heel for companies, large and small, around the world.

Bad customer service has far more severe repercussions than just bad press – in fact, the losses arising from poor customer service can directly impact businesses’ bottom lines. And if you look closely enough, it’s fairly easy to see why.

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Recently, I was checking out from a budget hotel at the end of my stay and requested the front desk to prepare my bills while I readied my bags. The front desk staff asked me if I had consumed any items from their minibar and even before I could answer in the negative, a member of the hotel’s housekeeping staff had been dispatched to my room to physically check the contents of the minibar, while I was still physically present in the room.

While a part of me understood the hotel wanting to safeguard its interests, another part of me was quite annoyed by their attitude. As a customer, I had been made to feel like I was out to cheat the hotel and the staff seemed to lack the sensitivity to understand why this treatment might come across as unsavoury.

I contrast this with another recent stay at a more premium property in Delhi, where the room I was put up in came with a very well-stocked minibar. While checking out, the staff inquired whether I had used any items in the minibar, and took my word at face value. All formalities completed, I checked out with ease, having thoroughly enjoyed my stay at the property. Of course, I am sure they had their checks and procedures, but none of these were so conducted as to inconvenience me.

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Certain other hotels have set in place measures to further heighten convenience, including not bothering guests with checkout formalities and charging the customer’s card, the details of which are stored on file. In establishing these processes, the hotels are also attempting to build a relationship of trust with their clients, which is an attitude that so many establishments lack today.

Another airline that I love and loathe in equal measures – the former for its excellent connectivity and the latter for its subpar treatment of its passengers – has a rather infuriating attitude towards its customers. During the check-in process, one staff member is dedicated to ensuring that passengers claiming to have checked-in online have indeed done as their claim.

Another will arbitrarily pick up bags, "feel" their weight and insist on discrepancies. Any cancellations, even if they are initiated by the airline, result in passengers being tossed around from counter to counter, and having to spend the better part of the day crammed into tiny chairs as they wait to be rebooked. Instead of being offered basic courtesies such as access to the lounge or assistance with rebooking, passengers are made to feel as though they are at fault and that the airline has to go out of their way to accommodate them.

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Compare this to a more methodical, standardised approach as followed at the Dubai airport, where all passengers must weigh their bags without exception. If given an alternative, I would part ways with the airline without a second thought; on the other hand, a visit to Dubai airport never fails to elicit at least one comment about its efficiency.

The one key determinant that separates excellent from poor customer service is its ability to communicate and inspire trust. Businesses cannot afford to let out the impression that they believe their customers are cheats and crooks, and must understand that the vast majority does not intend to swindle them of their profits. They must appreciate the fact that their business is reliant on paying customers, and that this, in turn, necessitates that they accord value to their customers.

The onus must never be on customers to prove that they are right. Instead, businesses must communicate to customers that they trust and value them. This small but significant shift in their attitude will earn them the favour and respect of their customers.

More than lip service

While customer-centricity has become a buzzword for companies, large and small alike, I have found that it often remains just that. Organisations must realise that their relationship with their customer is what will differentiate them from their competitors in the long run. And to do so, simply creating a lofty vision or mission statement is not enough. Instead, organisations must be willing to go back to the drawing board and examine the way their rules, policies and frameworks are framed with regard to customer satisfaction.

The value that employees bring to an organisation should not only be measured in terms of their contribution to the bottom line, but also in terms of how customer-centric they are. This, in turn, will ensure that customer-centricity is not merely an afterthought but an integral part of the way employees perceive their role in the organisation.

Similarly, any procedures and regulations that are enforced to protect a business’s interest cannot come at the cost of its customers’ satisfaction, neither can brusqueness be masked as efficiency. These simple, but often overlooked, considerations can establish a solid foundation for businesses to build lasting relationships with their customers.

Last updated: July 21, 2018 | 13:11
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