BRING BACK THE
Good Old Days
In the past few weeks, I had the misfortune of interacting with MTN, Discovery Health, and Standard Bank, both in person, and via telephone, internet, and app. In all cases, it was a nightmare, and I am sure that if I interacted with their competitors, the experience would have been similar. Technology has ruined customer care, and I do so yearn for the good old days, when customer care was a priority for all successful companies
In a bout of nostalgia, I went back to my research, which I used to write the Trilogy Customer C. A. R. E. Programme in 1992. Looking through the various articles that I sourced, I came across an article that appeared in the Successful Salesmanship magazine of June 1989. Written by Phil Wexler, under the title“ The added value – is YOU”, the intro says that“ in today’ s marketplace, every industry must be market driven and consumer orientated if it is to succeed.” How ironic, and how sad that in the space of nearly four decades, customer care has not progressed, it has regressed.
Just read what Wexler says about how a person’ s value to the customer can be enhanced: 1. You are a person, not a company, for the client to contact – did I hear groans?
2. You behave in an open, concerned manner that conveys to your customer that you are listening and understanding what he or she is saying to you – did I hear a pistol shot?
3. You have a depth of knowledge that can be helpful in solving specific problems – did I hear the opening of an arsenic bottle?
4. You are accessible and make your company accessible – did I hear a swan dive from the tenth floor?
5. You represent security, reliability, sincerity and consistency – put those razor blades down!
Good grief – how different 2025 is to 1989. But wait, there is more.
Wexler goes on to give some suggestions for providing your client with thoughtful, thorough service: 1. Maintain frequent contact, if only by phone or letter – call 10111!
2. Check to see that your clients have what they should when they should have – put that marijuana away!
3. Periodically inquire about the client’ s experience with the purchase – you should not be drinking before noon!
4. Determine how customers are currently using the product or service and suggest alternative uses where appropriate – no, the circus has not come to town.
5. Help clients get more value from their purchases – was that a gunshot I heard?
And the final words from Wexler are,“ Our greatest competition should be our own standards. Everyone in our company, from the‘ front-line’ service reps to top management plays a role in fulfilling that commitment to our customers through“ selling them with service” – no, that sound was not a V8 that you heard – it was the sound of Wexler spinning in his grave.
I am not sure if Wexler is still alive, but if he had to deal with any company in South Africa in 2025, he would soon be in his grave.
DR TRILOGY
Customer C. A. R. E. Module # 130
www. abrbuzz. co. za 05 MARCH 2025