By Atty Philip N. Wesseh (PNW
Public relations, which mainly focuses on creating a favorable image of a company, organization and individual comes in many forms and through many activities. One of such activities is customers’ service which centers on providing those services for the satisfaction of the customers. They include behavior and services. It is because of the importance of customers’ services to a business it is often said that the ‘the customer’s satisfaction is our reward,” meaning that when better services are provided and the customers are satisfied, such has a ripening effect on the viability of the entity, as it would engender sustainability and even profitability, as I know of any business that wants to operate at a loss. Even if it experiences such, it would design strategies to get out of such a mess.
Many times people who go to certain business entities always complain of bad or poor customers. Sometimes it is centered on how they are created as customers or clients or the poor mannerism by those in charge of providing such services. In some instances, customers or clients expressed unhappiness that while they await to get service, those in charge unnecessarily delay them, only because they are busy communicating when, in fact, they should be catering to the customers. Sometimes, this attitude leads to misunderstanding between the clients/customers and the employees.
It is not a gainsaying or any hyperbole that good customers’ services are important public relations as it sends a positive image of the institution to those who deal with that institution and equally this also has the propensity to attract more persons to utilize such services or facilities. It is because of this many managements stress the importance of good customers’ services to all of those they do business with. At some institutions, policies or code of conduct are designed to ensure that those in the employ of that particular institution abide by those rules and regulations to enhance better customers’ services as it is crucial to the existence and sustainability of the institution.
In this country, there have been complaints that some employees art some institutions lack mannerism when it comes to better customers’ services, especially those that center on providing services and interacting with people, whether it is interpersonal, group communications, or machine-assisted communication, such as cell phones. Sometimes an individual (customer or client) may not appear in person, but would usually rely on machine-assisted device to interact with a person at a particular institution for certain services or inquiries to have certain things done.
Last week I had an experience that I feel I need to share with the public. Sometimes there are issues that may not be seen as important because they are not topical or politically-sensitive. Notwithstanding, for the sake of improving better interactions and behavior at place of work, I have decided to share this experience. It was last week when I, after being exhausted or fatigued as a result of the traffic in Paynesville, decided to do business with the First International Bank on Broad Street.
As usual, upon entering the bank, I asked a young lady as to the procedure in going about to carry out such a business at the bank. The lady’s first friendly approach pacified and invigorated me as a result of the nearly two hours drive in the traffic. She politely said to be, ‘Sir, one minute,’ as she was serving someone. Had it been in the case of others, they would have rudely retorted, “Didn’t you see me serving someone?” But this young dark-looking girl truly to her promise, with a smiling face responded and handed me a document to begin the process. Upon filling the form I returned it to her. Again, she said, “One minute.” She later called me and catered to me.
As she was catering to me, I observed, that she was also educating an intern, sitting next to her. Out of curiosity, I said to her, “I guess she is an intern.” Smilingly she answered in the affirmative. Perhaps her very well-mannered attitude towards me is based on the policies or code of conduct of that institution regarding customers service, because better services to one customer always have a multiplier effect, sometimes referred to as ‘multiplier effect in business,” as one person would tell another, thus, spreading to others who may make use of such services. This would obviously result to more people interacting with such institution.
Just as I was concluding this piece at home, by divine intervention, I had the opportunity to listen to a preacher on the Truth FM yesterday morning, identified as Joyce Myer, who in her discourse, stressed three very important things. While I do not intend to repeat all that she said, I was really moved by some points she raised, as they relate to the issue being discussed. She warned against the use of cell phones, when one should be catering to people or performing a piece of job. Many times people have complained of employees making phone calls when they should be catering to customers or clients. Additionally, she talked about personal integrity, stating that people should be honest in their dealings.
Let me conclude by urging the Central Bank of Liberia (CBL) that is keeping an eagle’s eye on banking institutions in this country, to always yearly have an honoring program for such employee or workers. One of the things I learned in Development Communication is that by recognizing the worth of people or contributions, this helps to promote motivations, thereby bringing about high productivity in work place. Thanks to the lady at FI Bank, and hope that others would always forget about making calls when they should be catering to customers and also be mindful of how they approach customers because a perception could be created just from interacting with one person. This could either help the institution or harm it, something, no investor or business person or institutions wish for. I Rest My Case.