Good customer service is dead in Nigeria. At the altar of the banks, eateries, shopping malls, gadget stores, e-commerce sites, and fintech apps. The emotion you feel after a purchase or interaction at a particular store determines if you will return. It is not pomposity. You desire quality service in a value transaction.
If you are treated like a mannequin, you do not smile. Instead, like the mannequins, you are frozen! You would then think it was a mistake to patronise the other party. If you can relate, welcome to my party.
On The One Hand
A voice called the other day. The caller wanted to know if the smartphone I returned because of factory defects was okay. But the smartphone is still with the customer service personnel! Another sales rep in a gadget store was as lethargic as the cold when she walked up to the customer. Could this customer pay for any of these dollarised gadgets? Her body language screamed the question!
She dragged her feet when you insisted on viewing a copy of the gadget. She insisted the gadget was in the store. She would get it when you are ready for it. I calmly said I was ready. She persisted upon showing a replica of the gadget. Like the mannequin, I froze. Then left the store.
On The Other Hand
The following day, I returned to purchase the costly gadget. I was with a friend who needed the gadget. We were casual as casual workers. She recognised me immediately. She was as sloppy as ever. Maybe she was ill. Maybe. Or hungry? Maybe. Or tired? Maybe. Or she hated my face. It is a possibility. But I could not tell. She repeated the motion. The gadget was in the store. I will get it when I am ready. I was ready. I announced calmly.
In The Long Term
My friend was not amused. She was surprised at my calmness. The sales rep left and pretended to attend to another customer. I approached a walking tattoo. A young Lebanese. His biceps bulging under his t-shirt. He was the floor manager. I placed my order. He guided me to another section and showed me the gadget in its blazing glory. With disdain, he threw the cost at me. We will have it. Like a fluorescent bulb, his face lit up! He was alarmed.
Then, the sales rep walked over and collected our particulars. We moved to another level of the building. Paid. Moved to another section of the building. Presented the purchase order. Like a champion, we left the store with the purchase.
At a different store, I purchased a smartphone accessory. The fidelity of the purchase was necessary. The sales rep could not help with that request because she was not an engineer. Could you find an engineer, please? She reluctantly walked away and returned with a technician. And we were served.
Writing on the impact of bad customer service on brand reputation on LinkedIn, Chinenye Agu said customer feedback plays a crucial role in shaping a brand’s reputation. Negative customer service experiences tend to spread more widely than positive ones. People naturally focus more on negative experiences due to a psychological tendency. Bad customer service is a wound. It heals slowly.
Besides, poor service often provokes strong emotions like frustration and anger. It prompts customers to share their experiences more vocally. Technology and digital channels aid in amplifying complaints. Studies reveal that a dissatisfied customer tells 9 to 15 people about the experience. A satisfied customer tells only 4 to 6 people.
In The Short Term
Banks, fintech and accessory stores should invest in quality customer service and training. This will resurrect good customer experiences in Nigeria.
