Mr. Hector Wulff, Coordinator of the Ghana Customer Service Development Initiative, has called on businesses to focus more on strengthening customer relations in order to sustain patronage.
He said an ever-evolving competition demanded that customer service units were made more efficient, and motivated to attract prospective clients.
Mr. Wulff was leading an interactive customer service orientation session at the beginning of the Fifth Volta Trade and Investment Fair, being held at the Ho Sports Stadium.
He said smart customer service units remained the standard, and were the fruit of effective internal communication, yet the crucial division continued to be an area most businesses tend to ignore, usually reflecting the organization’s internal policies and practices.
“Customer care is a well-known phenomenon but not a well-known practice.
“Customer care front liners need to be smart because customers are getting smarter. Your internal working environment reflects upon your external relations. You can’t give what you don’t have.
“Customers want convincing customer service. Customers expect prompt answers to questions,” the coordinator noted, asking businesses to seek sharpened marketing and communication soft skills.
He added also that easy access to customer service information both on and offline was crucial, and so was the need to arm the frontline with “knowledgeable, polite and friendly employees” to help maintain positive relations.
“Front liners have the power to make and unmake your business and they have the power to maintain customers. They have the ability to chase customers to the competition”.
Mr. Wullf asked businesses to maintain conducive working environments for positive impressions, which included clean facilities and up to date information.
The two-week fair is on the theme “Promoting Trade and Investment”, and the customer care orientation was designed to affect experience at the event, which is receiving high patronage.
Mr. Wulff noted extensive publicity around the event, which he said was enough to sustain attendance.
“The organizers have done well and it will translate into attendance,” he said.
The 2021 Volta Fair is under the auspices of the Volta Regional Coordinating Council, and in collaboration with the Ministry of Trade, the Association of Ghana Industries, and the Ghana Tourism Authority.