Opinion

Customer satisfaction is the best advertising tool

July 07, 2017
Customer satisfaction is the best advertising tool

Fahd bin Jolaid

Al-Jazirah

There is a beautiful Chinese business proverb: “Make your neighbor happy, and he will get closer to you.” Making your customers happy and satisfied with your services and what you offer them brings in more customers. This can also be seen in TV commercials that stress “customer satisfaction” to impress viewers.

Many of our agencies, companies and banks, unfortunately, do not understand the value of this advice when providing the best services to their employees. If employees were to be satisfied, then customers would also be satisfied. In addition, the seasoned customer or client must be given special appreciation and priority of service. This should be given preference over looking for new customers.

The business rule and philosophy of this advice requires wisdom that many of our business service providers overlook, especially when they have made their main goal prioritizing sales. For example, if you want to buy a new car, the important questions are about after-sales service, maintenance, warranties, spare parts and so on. After-sales services determine the level of actual satisfaction and the probability of increasing customers and sales. This is what our traders should understand instead of focusing on searching for new customers at the expense of former customers.

Some banks and financial institutions have implemented a new queuing system according to the type of service required. Some give priority to those who wish to open new accounts, while former clients spend a longer time waiting and are dealt with by fewer staff. This, in my view, is an error because of the failure to understand what customer service is about. Banks that understand customer service and prioritize the needs of their old customers with enough staff to help them end up with a larger body of clientele.


July 07, 2017
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