OPINION: We must do more to improve quality of customer service

Customer care. So much has been written about this issue over the years, yet it seems that the lack of excellence in customer service is still a big a problem in many offices in Dar es Salaam, and perhaps almost elsewhere across the country. From the small neighbourhood shop and hangouts to big private firms, hotels, and providers of fast moving consumer goods (FMCG) as well as public offices, there is a worrying dearth of customer care. The problem is arguably bigger than imagined.

It is commonplace for customers and clients to be treated like they are second-class citizens or the ‘non-significant others’ when they seek services, even in the so-called big organisations where one expects professionalism to be one of the mottos. There is trouble everywhere, all the way from the gate to the reception where you get the feeling that you’re an intruder.

What is mindboggling is the fact that it’s the basics of customer service that are lacking. For example, with kind of obsession people have with their phones these days, there are places where you go and the gatemen and receptionists address you while they are busy chatting and giggling, instead of giving the visitor full attention as they welcome you. In some cases, they look at you as if you have just dropped from Mars!

The questions that one tends to ask include: What is the state of customer service in Tanzania? What are organisations doing to train their members of staff to align with changes in the world of business? Are companies employing the right people with the right soft skills needed to man sensitive offices like receptions?

Also: What is being done to fill the customer care gap? Are companies paying attention to customer service these days? Are they keen on making clients feel better? What remedy measures are companies taking on complaints over bad treatment at the gates and receptions? The list is longer.

Truth is there are many times I have had to ask myself whether or not people are in the right places. Or they find themselves in some offices just out of need. Or perhaps, they do not like their job, you tend to wonder. Sadly, the word ‘welcome’ is rarely used in deed in many offices today. Apparently, there is too much lip service – and very little action.

Interestingly, it’s the little things that matter the most in customer service. For example, there is a bad feeling a client goes with when a gateman, receptionist or any other service provider talks to you in an indifferent manner, giving you the impression they care less whether you stay or go. Makes you feel insignificant and belittled, yet you know all-too-well that the mantra is ‘Customer is king’.

I am confident that the situation can better. A lot needs to be done to improve customer service – beginning with service providers changing their attitude. It may be a good reminder that the same client that’s often looked down upon is the reason one wakes up every morning to go to that job.

Obviously, some organisations have been providing refresher courses on customer service over the past few years. The idea is to improve the customer experience through inculcating the right skills and attitude in their employees.

Yet I don’t think we need to study rocket science before we know how to treat fellow human beings, or do we?