Serving the Real Boss: taking your service delivery to the next level

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The real boss

 

The Transformation

All efforts of every organization are mostly targeted towards one person, the customer. Many Ghanaian businesses have gotten acquainted with the act of customer service, evidenced by the appointment of customer service personnel, account managers, relationship officers and other organizational executives, tasked with making the customer comfortable. These among other factors such as internal restructuring and systems, have been a major player in the various sectors like banking, insurance, pensions, and even some government institutions.

Improved ways of satisfying the customer’s desire are good but the sophisticated level of the today’s customer has brought us to an era where the customer is looking for a total experience not a service experience. The total experience constituents are not only how he gets served at the counter but also includes other intangibles like room temperature, access to employees, access to parking space, and willingness of businesses to make collect and use their feedbacks and recommendation. The customer today as said by many is growing more sophisticated as the days go by. The problem in serving the customer is more around the inability of many organizations to identify who he or she is.

 

Identity Crises

The question of who the customer is can be answered by a popular quote of Sam M. Walton, CEO Of WalMart “There is only one boss, and whether a person shines shoes for a living or heads up the biggest corporation in the world, the boss remains the same.

Sam M. Walton

Sam M. Walton

It is the customer! The customer is the person who pays everyone’s salary and who decides whether a business is going to succeed or fail. In fact, the customer can fire everybody in the company from the chairman (CEO) on down, and he can do it simply by spending his money somewhere else”. This quote gives us an extended and true view of who the real boss is. Most organizations reserve the best parking spaces, special water dispensers, special sitting space, higher level respect and best employees’ attitudes for their “pseudo boss”; the CEO whiles the real boss is left  to hassle his own ways to find a seat when the office is full, look for the water dispenser when he or she is thirsty, sit on uncomfortable chairs whiles waiting among others.

The experience enjoyed by CEOs are now being craved by the customer. Having identified his or her real place, the customer has absolute vindication to demand for quality service all across the value chain of their service provider. Apart from the sophisticated demands of the customer, we can say the today customer has grown to identify his place in sustaining businesses balance sheets and jobs. The paradox to be answered is whether the organization of today is prepared to give the customers their deserved due as the most important person to be served or not.

 

Redefining who the boss is?

The customer wants to have the most accessible car park; not a park meters away from his service providers office. He or she wants to be treated with great respect by the security man to the highest ranked staff, he or she wants to sit on a comfortable seat, easily have access to the water dispenser, as well as get a polite direction to use the washroom in addition to receiving the best service possible. This redefinition can happen when the staff get into terms with the legitimate demands of customers.

 

The ability to recalibrate the mindset of your staff to be conscious of the customer; who can be anyone who walks into your office, is key to satisfying the growing desire of the today customer. Effectively doing this means, every customer will be politely served by all staff in the organization. If the customer gets missing in the Lobby whiles trying to find the managers office, the closest accounts department staff who might be busy entering some records can take few minutes of his time and politely redirect the potential customer and take him to the account’s office.

The psychological impact of this experience will make your organization the first choice in the minds of the customer whenever something related to your service delivery comes up. Customers then refer your organizations to other organizations and individuals. Not only will you have to an endless chain of new expectant customers for the future, but you will also have customers you can keep for the long haul!

So, tell me now, who is the real boss?

 

The Transformation

All efforts of every organization are mostly targeted towards one person, the customer. Many Ghanaian businesses have gotten acquainted with the act of customer service, evidenced by the appointment of customer service personnel, account managers, relationship officers and other organizational executives, tasked with making the customer comfortable. These among other factors such as internal restructuring and systems, have been a major player in the various sectors like banking, insurance, pensions, and even some government institutions.

Improved ways of satisfying the customer’s desire are good but the sophisticated level of the today’s customer has brought us to an era where the customer is looking for a total experience not a service experience. The total experience constituents are not only how he gets served at the counter but also includes other intangibles like room temperature, access to employees, access to parking space, and willingness of businesses to make collect and use their feedbacks and recommendation. The customer today as said by many is growing more sophisticated as the days go by. The problem in serving the customer is more around the inability of many organizations to identify who he or she is.

 

Identity Crises

The question of who the customer is can be answered by a popular quote of Sam M. Walton, CEO Of Wal-Mart “There is only one boss, and whether a person shines shoes for a living or heads up the biggest corporation in the world, the boss remains the same.

Sam M. Walton

Sam M. Walton

It is the customer! The customer is the person who pays everyone’s salary and who decides whether a business is going to succeed or fail. In fact, the customer can fire everybody in the company from the chairman (CEO) on down, and he can do it simply by spending his money somewhere else”. This quote gives us an extended and true view of who the real boss is. Most organizations reserve the best parking spaces, special water dispensers, special sitting space, higher level respect and best employees’ attitudes for their “pseudo boss”; the CEO whiles the real boss is left to find to hassle his own ways to find a seat when the office is full, look for the water dispenser when he or she is thirsty, sit on uncomfortable chairs whiles waiting among others.

The experience enjoyed by CEOs are now being craved by the customer. Having identified his or her real place, the customer has absolute vindication to demand for quality service all across the value chain of their service provider. Apart from the sophisticated demands of the customer, we can say the today customer has grown to identify his place in sustaining businesses balance sheets and jobs. The paradox to be answered is whether the organization of today is prepared to give the customers their deserved due as the most important person to be served or not.

 

Redefining who the boss is?

The customer wants to have the most accessible car park; not a park meters away from his service providers office. He or she wants to be treated with great respect by the security man to the highest ranked staff, he or she wants to sit on a comfortable seat, easily have access to the water dispenser, as well as get a polite direction to use the washroom in addition to receiving the best service possible. This redefinition can happen when the staff get into terms with the legitimate demands of customers.

 

The ability to recalibrate the mindset of your staff to be conscious of the customer; who can be anyone who walks into your office, is key to satisfying the growing desire of the today customer. Effectively doing this means, every customer will be politely served by all staff in the organization. If the customer gets missing in the Lobby whiles trying to find the managers office, the closest accounts department staff who might be busy entering some records can take few minutes of his time and politely redirect the potential customer and take him to the account’s office.

The psychological impact of this experience will make your organization the first choice in the minds of the customer whenever something related to your service delivery comes up. Customers then refer your organizations to other organizations and individuals. Not only will you have to an endless chain of new expectant customers for the future, but you will also have customers you can keep for the long haul!

So, tell me now, who is the real boss?

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Diana

Diana

Head of research

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