Businesses must learn that the customer rules

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Complaining consumers are a blessing, because they offer businesses a second chance to do what should have been done right the first time.

That's the philosophy behind training provided by N'lighten, a firm started by partners Nathalie Leonard and Nonhlanhla Kweyama to teach businesses that the customer is king, queen and quintessential to success.'

Complaints are such great opportunities to develop lasting customer relationships' say Leonard. 'Companies should employ a service 'good cop' or management service executive with clout who is responsible for following up on service issues'

The woman say the training they provide is motivated by the fact that levels of service in South Africa are unacceptably low, thanks mainly to an uncomplaining public. 'We have to complain if we want people to realise that it is not okay to deliver sub-standard service' says Leonard. 'The Soccer World Cup is only four years away, and service in South Africa is appalling. We do have time to get it right, but South African businesses, retailers, hospitality operators - in fact, everyone who will be involved in 2010 - have to make it happen.'

N'lighten trains firms ranging in size from garden management operations to large financial service providers, stressing to every member of staff that their salary depends on keeping customers happy.

The women believe that a 'good service' attitude must start at the top.

'Leaders have to buy into the concept that great service to customers has many spin offs, such as client retention - the client actually does not want to do business with anyone else - and a growing customer base through word of mouth. 'Bonuses to executives should be based on how happy the organisation's clients are.'

N'lighten teaches the importance of measuring results. 'What gets measured gets done. Research and track your customer satisfaction.'

Also vital to success is ensuring that service lives up to brand promise, says Leonard. 'Deliver service that is aligned with your brand. There is no faster way to lose a customer than to over promise and under deliver.'

Staff must be trained and provided with the technology processes, infrastructure and accountability to deliver the best service. 'Happy staff will translate into happy customers. It is essential for leaders to get the concept that staff morale will directly impact on how your customers are treated.' says Leonard.

She stresses the need to employ people who have a service-oriented attitude.
'Reward and recognize your staff for delivering great service. 'Nothing is more motivating, and it sets the benchmark for others in your organisation. Make these staff your company role models. 'Put them on a pedestal and show them off.'