In today's fast-paced world, thousands of calls are made every day to various organisations, often with the caller being anxious or upset. The outcome of these calls largely depends on the person who answers, often referred to as the agent, operator, or receptionist. According to Olufunmilola 'Funmie' Aluko, Chief Brand and Marketing Officer/Head, Customer Experience at Union Bank of Nigeria, this moment is crucial in determining the customer's experience and trust in the organisation.
The front line of any organisation is not limited to its contact centre but extends to various touchpoints, including retail hotlines, customer care desks, corporate switchboards, receptionists, security officers, and nurses at admissions desks. These individuals are often the first point of contact and play a significant role in shaping the customer's perception of the organisation. As such, organisations must recognise the importance of these roles and ensure that they are equipped to provide excellent customer service.
The theme for this year's Customer Service Week is "The Extra Mile," which emphasises going above and beyond to meet customer needs. However, Aluko notes that the extra mile begins with the first mile, which involves being reachable, reliable, and having a human being who takes ownership of the customer's issue. This, she believes, is essential in building trust and loyalty with customers.
Research has shown that human interaction is vital in customer experience. A survey by PwC found that 86% of consumers consider human interaction moderately or very important to their experience of a brand. Furthermore, 52% of respondents had stopped using or buying from a brand after a bad experience with its products or services. This highlights the need for organisations to prioritise human interaction in their customer service strategies.
Despite the rise of AI in customer care, research suggests that customers still prefer human interaction. A Gartner survey found that 64% of customers prefer companies not to use AI in customer service, citing concerns that it would make it harder to reach a person. Additionally, McKinsey's research found that 71% of Gen Z respondents consider a live call the quickest and easiest way to reach customer care and explain their issue.
The economic benefits of excellent customer service cannot be overstated. Bain & Company's research showed that increasing customer retention rates by just 5% can increase profits by between 25 and 95%. In Nigeria, KPMG's 2025 West Africa Banking Industry Customer Experience Survey found that reliability, security, and digital access are now treated as minimum requirements, and customers increasingly benchmark their experiences against the best service they receive in any industry.
Closing the gap between organisational performance and customer experience requires leaders to make informed decisions. Aluko highlights four key choices that decide almost everything: what to do with the time technology gives back, how to use technology to enhance customer experience, how to empower employees to take ownership of customer issues, and how to measure and improve customer service. By prioritising these areas, organisations can build trust and loyalty with their customers.
Key points
- The person on the other end of the line is not a cost to be managed but the organisation in the customer's moment of need.
