Award-winning speaker Nikki Jacobsz has urged businesses in Eswatini to ensure that their employees have the resources, information, and authority to fulfil promises made to customers. Speaking at the 11th Customer Service Conference, a two-day event attended by representatives from various organisations, Jacobsz emphasized that every employee plays a crucial role in shaping a company's reputation. She stressed that companies should focus on equipping employees to deliver promised services rather than just investing in attractive marketing campaigns.
Jacobsz identified three stages in building a strong brand: making a promise, equipping employees to fulfil it, and delivering the promised experience. She noted that businesses often focus on marketing campaigns while neglecting internal preparations needed to deliver the advertised service. According to Jacobsz, this can lead to disappointed customers and a damaged reputation. She called for coordination between marketing, operations, sales, and management before businesses make commitments to customers.
The speaker used an example of an accounts employee, Susan, who regularly faced customer complaints due to an unreliable billing system. Susan struggled to obtain accurate customer information and resolve billing queries, leaving her to deal with frustrated customers. Jacobsz emphasized that while Susan remained responsible for treating customers appropriately, management also needed to examine whether the systems and working conditions allowed staff to serve customers effectively.
Jacobsz also highlighted the importance of consulting frontline employees before introducing campaigns or services. She noted that these employees often know which problems frustrate customers because they deal with them directly. Their experiences can help management make informed decisions. Jacobsz used Woolworths as an example of how practical service initiatives can build customer loyalty. She recounted visiting the retailer's Gables Shopping Centre branch and being informed about a product's availability and expected delivery.
The Woolworths example demonstrated how employees could identify recurring customer frustrations and introduce simple solutions. Jacobsz mentioned a WhatsApp group through which the branch informed customers when new stock arrived. She emphasized that such improvements require cooperation across a business rather than action by marketing teams alone. Jacobsz challenged delegates to assess whether the service their organisations provided matched the image they promoted.
According to Jacobsz, every employee, regardless of position or department, plays a role in shaping how customers perceive a brand. She warned that businesses could struggle to reverse customers' expectations once they had made promises they could not fulfil. Jacobsz urged businesses to recognise that their brand reputation is only as good as their customer experience. She encouraged companies to take a holistic approach to customer service.
The 11th Customer Service Conference was attended by representatives from various organisations in Eswatini. The event aimed to promote customer service excellence and provide a platform for businesses to share best practices. Jacobsz's keynote address emphasized the importance of aligning employee capabilities with customer promises. Her presentation was well-received by attendees, who acknowledged the need to improve customer service in their organisations.
Key points
- Businesses must ensure that employees have the resources, information, and authority to fulfil promises made to customers.
- Companies should focus on equipping employees to deliver promised services rather than just investing in marketing campaigns.
- Every employee plays a crucial role in shaping a company's reputation and customer experience.
