Kofi Kapito
All over the globe, especially in the Global North, the customer is key for success of any business operations. That is why it is generally held that the customer is king or never goes wrong.
The businesses that have chalked up remarkable successes have not taken for granted the contributions of customers to the bottom line. Not too long ago, many companies observed Customer Week during which they sent messages to their customers acknowledging their roles in the service sector.
Contrary to their communications with their stakeholders, especially customers who are acknowledged as dear, cherished and loyal customers, the practical interaction with these organisations in their offices leaves much to be desired.
It is a paradox for these organisations to publicly recognise their customers as a group of people who have shown trust, loyalty and partnership resulting in their profitability, management of these firm hardly reciprocate the gesture of members of the public. Most companies, especially in the service industry, do not treasure, value or celebrate the contributions of the people for the achievements they have chalked up over the years.
In some cases, these companies think whatever they do to expand the frontiers of customer service is a favour they extend to their publics instead of an obligation to make customers part of the success stories of corporate Ghana.
In Ghana, the Consumer Protection Agency is doing its best to ensure that the customers are not short-changed in service delivery but national action is not very effective.
The Agency is encouraged to step up its game to first get customers to insist on quality service, it must compel the service industry to respect the rights of the customers. Our service industry is expanding by leaps and bounds, but the expansion is not associated with quality service delivery throughout the country.
Visit the front desks of state and private institutions and such persons wanting to make enquiries have been left in shock because of their lack of interest to serve the public.
These front desk executives pay very little attention to visitors, as these officers do not regard the importance of the public in making the companies grow so that they can earn their salaries.
All these companies have deficits in meeting their service delivery mandates and yet there is no agency to ensure that the companies have charters that hold them to work to meet the expectations of all customers.
We think, however, that there are very critical private and state institutions that can no longer consider customer service as a variable to the overall delivery of quality service to the people. Majority of the people are not satisfied with mobile telecommunications companies, notably MTN and Vodafone, who recently adjusted their prices against the backdrop of poor quality services. It appears these companies are merely interested in expansion and for MTN to meet its slogan of “MTN everywhere you go,” but as it tries to meet that, it should make quality service its major mantra.
We think that government ought to get some of its institutions such as DVLA, Passport Office, hospitals and MDAs to change their engagements with the public such that no matter how rowdy the customers may be, these agencies must make customers the central goal of their operations.
We have had enough of poor quality service across board, especially by MTN, which is the biggest telecommunications company but whose services fall short of what their counterparts elsewhere are able to deliver.
Again, we urge customers to speak up against poor quality service and the media must also provide the space to name and shame poor quality service providers.
In the meantime, the Consumer Protection Agency must make itself relevant by living up to its mandate to compel our companies to deliver quality service to their customers they describe as “valued, loyal and cherished” customers. After all, it is said that example is better than precepts.