MY OPINION

OPINION PIECE

WRITTEN BY

MARILYN MILLS

3 FORTH CLOSE, GARLINGTON,

HILTON 3201

TEL: 0825572801

 ‘Better a white’s fake smile’ by Ace Moloi in the Witness on the 28^th August, 2014.

Ace Moloi bemoans the attitude he has encountered amongst his Black brethren when it comes to customer service and would prefer to take his business elsewhere even prepared to put up with ‘fake smiles’ from white woman ‘at least there’s a recognition of your presence in the building unlike the “just get to the point” expression our own sisters put on’

Mr Moloi, you are not alone in your concerns.   We all feel the same way except not all our white sisters even bother to put on ‘fake’ smiles!

Customer service seems to be a thing of the past.   I cringe at the thought of having to go to any municipal department to query an account, pay a bill or ask for help in anyway.   A recent visit to SARS, who are ultra efficient , left me quivering nervously unless I happened to miss my number being called.  I witnessed an old man being sent back to the end of the queue because he failed to make it to the assistant’s desk in two seconds.   This was not a Black Assistant!

Customer service is a taught attitude.   It does not come naturally.   All businesses, municipal departments, supermarkets and all service delivery organisations should send their frontline staff on Customer Care Courses.

Your frontline staff is the face of your business and if they do not know how to deal courteously and professionally with your customer they will lose business for you.   Your customer pays their salaries so they should be treated with kid gloves.

Unfortunately Municipal departments have adopted a ‘take it or leave it’ attitude knowing full well that they have the monopoly but the Municipality would do us all a favour by sending all their telephonists, receptionists, tellers and frontline staff on Customer Care Courses and have inhouse competitions running on the best Customer Care Staff member of the month.   This will reinforce a pleasant and helpful attitude from the ground up.

2.

I have been in Public Relations and Marketing most of my working life and I have seen the benefits companies can reap when their frontline staff is well equipped with the skills to enhance their businesses.

Their staff needs to know the following:

·         How to answer the telephone courteously and coherently

·         How to greet customers properly

·         Everything about the company and their products

·         How to dress appropriately and professionally

·         How to conduct themselves while dealing with customers especially when the customer is irate.

I know that as a consumer my rand is worth a lot to the businesses I support therefore I can choose the ones that give me good service.   I am empowered by this knowledge.

There are many Customer Care Courses available just contact the PMB Chamber of Businesses for details.