As shared in Ibadan, Nigeria, on the Splash FM 105.5 FM Radio program – MSME Clinic, facilitated by EZ37 Solutions
The whole concept of Customers’ experience for people doing business within the MSME sector is a very wide spectrum, as it is for large corporations. However, Understanding the basic principles of what is required to deliver premium value before the customer arrives, while they are engaging with the brand and after the transaction has taken place.
I have conveniently broken these down into five parts:
It is imperative and helpful to understand the customer you are trying to serve. Profiling each individual customer or each cluster of them, with respect to their social, economic, political, cultural and environmental definitions would help a lot in the development of how to serve them better.
A financially comfortable customer would not mind paying more for improved value and they are likely to be easily irritated. On the other hand, those struggling financially may not be that interested in more packaged value beyond the core product.
The core value, which is the real reason they are patronizing the service or product must be unrivalled. There would be no reason to buy the product that cannot do what it said it could do, no matter how attractive the brand interpretation through packaging is . . .
The surround value, which is what they get while getting the core value, is as important as the core itself. It defines how the product is perceived; and perception is ‘everything’! The interpretation of the brand in packaging, customer service (during and after purchase), guarantees, etc. would go a long way in delivering maximum value from every product and solutions.
The environment where the interaction of the brand with the customer is taking place is equally very important. Selling banking services under the sun and in air-conditioned rooms with seats and free water to drink would get two different results. It is why esusu or ajo people will never post as much profits as a commercial bank would.
The place must appeal to the five senses . . . it would be felt, seen, heard, smelled, and tasted if delivered well.
It is advisable for entrepreneurs to seek out right location, use the right technology, considering the different kinds of customers to be expected; including physically challenged people.
It is not enough to have staff who knows how to do their jobs well . . . it is also important that they do so with the right attitude.
It is vital for personnel representing the brand to demonstrate empathy more than strict emphasis on rules, especially when they are discretional.
It is important that there is an agreement between people’s personalities and who they are persuaded to be while serving the customer; otherwise, there would be serious conflicts.
Finally, it is important that in delivering services, workers are able to do so with simplicity. Complicated services would repel customers, no matter how good the products are.
Please reward good staff . . . not with more works o . . . 🙂
As the brand ambassador, it is helpful to listen twice as mush as you speak to customers – verbally or through media communications. The more feedbacks you get, the better and more personalized your products and services would be.
The processes of serving people must be such that responsibly evolves; meeting customers’ requirements rather than forcing the customer to adapt pre-meditated designs.
Ensure customer action is simple to get. The harder they are, the more the likeliness that they would withdraw from the brand.
Reward patronage also! 🙂