THE CUSTOMER by Chartered Institute of Customer Management

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SIXTH EDITION

CAPITALIST-DRIVEN TRANSFORMATION THROUGH CUSTOMER SERVICE

My Model is Capitalism Says Ethiopiaâ&#x20AC;&#x2122;s Prime Minister Abiy Ahmed

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EDITORS NOTE

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SIXTH EDITION

to Frankfurt and beyond ASSISTANT EDITOR: Eldon Phukuile

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CAPITALIST-DRIVEN TRANSFORMATION

Lagos

THROUGH CUSTOMER SERVICE

My Model is Capitalism Says Ethiopia’s Prime Minister Abiy Ahmed

Editorial PUBLISHER

Chartered Institute of Customer Management Global (CICM) CHIEF EXECUTIVE OFFICER

Ricky Harris ceo@cicmaglobal.com

EDITOR : Professor Adrè Schreuder, PhD

ASSISTANT EDITOR: Rinos Mautsa

COMMERCIAL ADVISORS

EDITOR’S NOTE

Mark Angus and Rod Jones

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CHIEF EDITOR

Professor Adre Schreuder adre@consulta.co.za

Lusaka Katima Ondangwa Rundu Mulilo

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Nicole Jofrey SALES TEAM

Liseli Nare Timothy Mupotsa Claude Mateta Patrice Habinshuti Fredrick Joaki Hector Wulf Fasili Boniphace Tinashe Karimanzira Gamuchirai Makedenge

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Windhoek Walvis Bay

t’s almost inevitable that when one talks about customer service (bad/good/ excellent) it’s almost always linked to the success and/or failure of a business or organisation.

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We strive to promote customer service excellence in the twin fields of customer experience and call centre management in Africa by bringing readers the best and latest business thinking as well as touch points. It is our

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SIXTH EDITION |

The Customer

SIXTH EDITION |

The Customer

This edition looks at the experiences of firms in at least 10 African countries in respect of some their approaches to some of these issues. But we have also taken a deliberate stance to look at the how African countries have been trying to grab their share of the billiondollar call centre industry. Sub-Saharan African has for years now been touted as the new growth frontier for the global call center industry as African countries tend to offer low-cost location, workers with excellent language skills, and governments and private firms that are working to attract outsourcing contracts. But one question remains outstanding: Where are we now?

But more importantly, we also look at those that have failed to respond to the dictates of modernday service provision. Great customer service is

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And rightly so. Because customer service typically ranks as one of the most important elements in contemporary business. But what exactly is good customer service? Where does it and should it apply? Is it tangible? And whether it is tangible or it is not, how is it measured? These are just a few of the very critical questions that a business or organisation should be asking itself on a consistent enough basis. In this issue of The Customer, we traverse across the continent of Africa and look at businesses that have answered some of these questions, and perhaps even more.

achieved when several factors come into play simultaneously. These include (but are not limited to) staff being trained on how to interact with customers; ability of a company to provide personalized service; staff knowing their products and services in and out, how they work and how they benefit the customer; efficient organizational systems; deep customer knowledge, and investment in easy and swift communication channels for feedback purposes.

THE CUSTOMER

CONTENTS

In this Issue

FRONT 3

EDITOR’S NOTE

INSIDE 6 CEO Welcome Note 8 Co-Creation With Empathy

49 35 26

10 Create The Love,Talk To Your Customers 12 Wenadata : Revolutionizing Big Data

In Mozambique 14 Kenya’s Dwindling BPO Dream 16 Ethiopia’s Capitalism Driven Transformation Through Customer Service 18 Is Your IVR An Irritating Voice Response? 20 SA’s Standard Bank Stands Head And Shoulders 22 Why Namibia’s Waning Consumption Numbers Should Worry Businesses 24 Is Chat Banking The Future Of Nigerian Financial Services? 26 “It May Not Be Your Fault But It Is Your Problem” 28

An E-Commerce Boon Flickers As

Rwanda Partners Alibaba Group 31 The Future Of Skills Is Online 34 Searching For The Roots To Build

And Strengthen Brand Performance In A Small To Medium

SIXTH EDITION |

The Customer

Business Environment

Services: Tanzania’s

Zambia’s Foreign Banks

In Africa

Example

Get Thumbs Up, But......

36 South Africa Emerging As

42 The Evolution Is Here! Are

Zimbabwe Makes Progress

Leader In BPO Services

On Consumer Protection...

38 Royal Eswatini Police

44 Uganda Digitizes Ports

How Real Partnerships Can

Service Defy The Odds

Of Entry

Create Jobs At Scale

40 Introspection Is Key

46 Whats The “Missing

To Delivering Effective

Ingredient” In Today’s CX

SIXTH EDITION |

The Customer

You Yet A Part Of It?

WELCOME NOTE

CEO’s Welcome Note

enquiries from consumers, while outbound call centres are

include product sales, contact centre support, loyalty and

operated for telemarketing and solicitation. Clearly there is

retention programmes, social media analytics, subscription

separation between the contact centre and customer service.

renewals and a host of other services.

But both are extremely important for a wholesome service to be

Welcome to this edition of The Customer Magazine!

achieved.The contact centre industry is still rather nascent, but

That said the pros of an in-house contact centre are that

has great potential for growth and expansion. Countries like

knowledge is retained within the organisation and companies

Kenya, South Africa and Egypt have long been touted as the

have control of the end-to-end customer relationship process,

growth points of massive contact centre industries in Sub Saharan

but then the downside are the high levels of risk and general

Africa. But with the increasing levels of education and

scarcity of appropriate contact centre skills in most African

infrastructure development across many African countries – in

economies, as well as the constrained economies of scale that

particular information and Communication Technologies (ICTs)

can make an in-house project quite costly.

– many other countries now have the same potential to tap in to the multi-billion-dollar industry.

On the other hand, an outsourced contact centre tends to bring with it economies of scale, access to best practice and the particular company does not have to concern itself with issues of skills acquirement and retention. Meanwhile, customer service in Africa is still on the cusp. It’s not the best that it could be, but there are now many example of corporates and organizations

This edition of The Customer has taken a particular spin to customer service and the contact centre industry (also referred to as ‘call centre industry’) because of their centrality to service industries across the board.

Clearly there is separation between the Contact Centre And Customer Service. But both are extremely important for a wholesome service to be achieved

should look like.And this is in no small part attributable to the role being played by the Chartered Institute of Customer Management (CICM)’s efforts at spreading the gospel of service excellence.CICM has been at the forefront of promote International Customer Service Standards across Sub Saharan Africa. CICM is currently present in 14 countries on the continent and represented all over the world through its global implementation and certification partnership network. Besides publishing The Customer, the institute offers a diverse range of academic and

Although distinct, they are es-

certification programmes, as well as rewarding leading

sentially two sides of the same coin.

that are providing shining examples of what service excellence

organisations and individual’s exceling in customer service in But before service companies even start thinking of taping into

Africa with Services Excellence Awards. Change is often a slow

the global business process outsourcing (BPO) industry, they

process, but the work of the institute is bearing fruits wherever

need to answer the question as to what is going to benefit them

its tentacles have reached.

the most, an in-house contact centre or an outsourced one. It’s RICKY HARRIS - CEO

a question too that governments need to answer as they are key players in determining broader policies and strategies that can

shape such an industry within their borders. First things first, it

ustomer service fundamentally

and pricing. In this respect, an organization

centralised office that is used for receiving

is important to have an appreciation of the concept of

focuses on the importance an

that values good customer service may

or transmitting a large volume of requests

‘outsourcing’. Business process outsourcing (BPO) is a method

organization

spend more money in training employees

by telephone. An inbound call centre is

of subcontracting various business-related operations to third-

customer service relative to

than the average organization. A contact

operated by a company to administer

party vendors to allow enterprises to focus on their core activities

components such as product innovation

centre on the other hand refers to a

incoming product support or information

and reduce their operational costs. The outsourced services

assigns

SIXTH EDITION |

The Customer

SIXTH EDITION |

The Customer

RICKY HARRIS

Ceo

C O - C R E AT I O N W I T H E M PAT H Y

journey to review the company vision and mission to make the company more customer centric.

“Watch your thoughts, they become words; watch your words, they LISTENING AS A STRENGTH

become actions; watch your actions, they become habits; watch your Even though they wanted to improve customer centricity, in my discussions it became clear that a lot of their actions were as a result of them truly listening to their customers. Almost all there products are as a result of what customers requested when asked for feedback on a product they bought.

habits, they become character; watch your character, for it becomes your destiny.”

KNOW THE NEEDS IN ORDER TO SATISFY Satisfying customers is the starting principle of Agile, reality is, that can only be done if needs are understood. The top reason why start-ups fail is “no market need.” Listening skills are very important to ensure that all employees continue to deliver based on customer needs.

CO-CREATION WITH

EMPATHY CHAMPION MINDSET

Co-Creation With Empathy

I had the privilege of working with a company that focuses on making a difference in the life of differently abled individuals. Working with them I got to understand that Smergos leadership and its staff have a champion mindset. “Watch your thoughts, they become words; watch your words, they become actions; watch your actions, they become habits; watch your habits, they become character; watch your character, for it becomes your destiny.” DESIGNING WITH EMPATHY I have been in customer experience for a few years now. In highly

technical industries, I found that staff battle to move from rational mindset to empathetic mindset. I then came across Design thinking and Human Centered Design Methodolgy by David M Kelly. It was refreshing to see that his work was based on a foundation of empathy. When the Design Thinking workshop was introduced, it was easy to see that there was an instant uplift in designing with empathy because empathy was an explicit step of the process. MULTI-DISCIPLINARY COLLABORATION Lot of effort went into breaking down silos by getting top leadership to commit staff members to CX so that we can a diverse inclusive

CO-CREATION WITH STAKEHOLDER

Smergos embarked on the co-creation journey with all the staff and suppliers as the importance of making all stakeholders part of creating the Smergos legacy was understood. The majority of the stakeholders are disabled, a good mix of males and females, for most of them Smergos is their 2nd job, some even work probono for Smergos. Technology has enabled co-creation with stakeholders

PASSION AND PURPOSE Smergos staff have been enjoying and are keen participants of the co-creation process. Everyone has a passion for inspring motion so it has been an easy journey because all stakeholders are truly commited to the purpose. When stakeholders have the passion and common purpose, The unthinkable can be achieved.

DIALOGUE ADDING VALUE TO CO-CREATION Co-creation based on dialogue assists to create holistic solutions and drive organisational changes as it is relates to Aristole’s saying The Whole is Greater than the Sum of Parts which now defined as the modern concept of Synergy. Firstly, a safe environment is created for customers and staff to have a say, everyone gets an opportunity to hear different views, with a deeper understanding, everyone gets to understand the root cause and then together they can co-create a solution with an empathetic mindset.

BY SEEMA MATTHEW

solution through multidisciplinary collaboration. AWARENESS Then I started working with Smergos and realised, even though previously we were doing our best to be diverse and inclusive, our designs never empathised with the disabled community. I started to observe how the disabled community was neglected in many of day to day designs like lack of pavements suitable for wheelchairs. DESIGNING CUSTOMER CENTRIC VISION Discussion with Smergos leadership started with educating them on need to create a customer centric foundation. So we started on a

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Ian Golding

Nii Quaye

Customer experience expert, New York Times & Wall Street Journal bestselling author

Chairman of the Judging panel at the UK Customer Experience awards, Advisor and featured columnist for CustomerThink

Director of McorpCX, leading customer experience management consulting

The Conference is geared to provide a crucial platform for in-depth and valuable discussions between industry leaders and customer experience professionals in the CX space. For more information contact : Purity Mithika Tel: +254 721 964736 Email: pmithika@icxkenya.co.ke

SIXTH EDITION |

The Customer

SIXTH EDITION |

The Customer

CREATE THE LOVE

Create The L ove… Talk To Your Customers

hy wouldn’t you love your customers? They’re keeping you in business. It’s up to you to set the stage for some powerful long-term successful relationships by simply… showing some love. As in any relationship, the need for conversation, frequent contact, and the personal touch, is the number one need to forming a successful, long-term relationship. Love is Visible. It is what happens when you care. Creating the Love. In order to gain and keep customers, you’ve got to do more than introduce them to your brand, businesses or product. You’ve got to make them fall in love with it. Find out what you can do that will entice customers to come back to you again and again and bring their friends to you as well. Creating love in customers can help you spread positive word-of-mouth about your business.

In order to gain and keep customers, you’ve got to do more than introduce them to your brand, business or product. You’ve got to make them fall in love with it.

Make it personal. Start out by addressing customers by their names and focus on delivering a personalized service. Customers especially want you to feel their pain and to acknowledge their feelings. People are remarkably forgiving if you acknowledge how they feel and give them credibility. Don’t just talk to disgruntled customers, talk to happier ones also as they share their experiences too. It’s a crucial part of the relationship.

C R E A T E

T H E

L O V E

Building the relationship is a big part of creating the love. Spread the love. The perfect example of stellar customer service and spreading the love is Amazon. Their goal is not to simply make a sale, it is to make every person fall in love with them and they are completely and hopelessly devoted to making sure that happens with every interaction with every customer, every single transaction, period!

John Tschohl

SIXTH EDITION |

The Customer

Their financials continue to show that by providing this level of commitment to their

SIXTH EDITION |

The Customer

customers, their customers have in turn made them the number one company in the world. They love their customers and the feeling is mutual. Here are 3 ways very successful companies achieve their love relationship with customers. They are successful because this is how they are trained, this is how they work, this is how they talk, this is how they treat each other, and more importantly this is how they treat customers.

1. Extraordinary Service Part of building lasting customer relationships is offering top-notch service in every scenario – from the purchase experience to customer support, easy return policies to expert advice. The best companies to do business with make the experience memorable and pleasant for the customer. They are accessible. When a customer is upset or they have a problem, they want to be heard. And by that I mean they want to be heard by a human. Make sure that your customers can reach you and your staff to share their likes, dislikes, wants, needs, etc.

2. Believe in the product or service The best companies stand behind their products and service because they believe in them and they support their customers because they truly want to help them. When businesses are interested in helping their customers (not just taking their money), the results are more profitable in the long run.

3. Listening to the customer Part of providing awesome service and creating the love is listening to feedback from your customer and actually responding to it. They want to share their experiences not only with family and friends but with…you. Therefore, talk to them as often as possible and never leave this opportunity to cultivate the relationship. Be genuine and retain your humanity. That’s how you compete. Feel the love: If you make the experience memorable, they will never leave.

BE AVAILABLE when they need you OFFER world-class Service BE CONSISTENT in providing quality SOLVE a common problem GUARANTEE faster service The newsletter Quality Assurance Report states that only when a company knows exactly what kind of service its customers expect, delivers on those expectations 100 percent of the time, at a price that customers are willing to pay, while still getting an acceptable return, can the company claim to excel in customer service… LOVE. “To show the love, we have to strive for the best we can be in every aspect of our lives, including how we feel about ourselves, and how we treat others.”

John Tschohl is a professional speaker, trainer, and consultant. He is the President and founder of Service Quality Institute (the global leader in customer service) with operations in over 40 countries. John is a self-made millionaire traveling and speaking more than 50 times each year. He is considered to be one of the foremost authorities on service strategy,

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important insights into customer behavior and use such feedback to drive sales and provide more effective customer service. Enter Mozambique-based start-up, WenaData, which was established in 2017. The start-up has developed a series of software tools – web-based, mobile-based and offline – for gathering statistical data, and works with government, private sector companies and other institutions to help them collect opinions and help make better strategic decisions. Companies and organizations that conduct surveys with WenaData gain access to the start-up’s pool of users, who participate in polls, surveys or studies via their mobile phone after receiving notifications. In order to encourage participation, all actions with WenaData are worth points, which may later be converted into rewards or donated to causes. Clients can target their surveys at particular types of customers. Said Nuno Soares, chief executive officer and co-founder

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SIXTH EDITION |

The Customer

SIXTH EDITION |

The Customer

K E N YA’ S D W I N D L I N G B P O D R E A M

Kenya’s

DWINDLING BPO DREAM BY RINOS MAUTSA

Just a decade ago Kenya was being touted as the country that would drive a Business Process Outsourcing (BPO) hub in the East African region. Exactly 9 years ago, a Cable News Network (CNN) documentary described Kenya’s budding BPO sector as having the capacity to ‘take on’ global powerhouses such as India and the Philippines.

The country had - or rather, still has – a number of key factors on its side that make it a potential leading BPO destination in Sub Saharan Africa, not least price competitiveness, quality infrastructure, and the availability of a well-educated workforce. But the talk of the country becoming a BPO regional hub seem to be fading. Kenyan top BPO consultant Jeremiah Okello has attributed the waning enthusiasm in the sector to a general lack of initiative and coordinated effort on the part of the government. “The government needs to implement a massive Training and Certification for youths as possible and equip them with BPO service delivery skills at all levels. The government also needs to go on a

marketing drive to position Kenya in the global sourcing market place, and to create visibility. “Besides, the state needs to support the local Sector p l aye r s to p a r t i c i p a te i n a B 2 B matchmaking event, and facilitate contractual discussions. Implementation of such an effort would result in several direct and indirect benefits to the country,” says Okello in his analysis of the situation. “The tangible results from this would include massive immediate job creation for thousands of youths, immediate jump start of the BPO sector and placing the country on the map of competitive destinations, increased foreign direct investment (FDI) and revenue as well as enhanced skills among the youths. “This approach has been successfully implemented in leading BPO Destinations like India, Philippines, and closer home in Uganda. The question is why aren’t we taking deliberate steps to grow this vital sector in our country.” The lack of government initiative in assisting the development of the country’s BPO industry should be unexpected because there are primarily 2 Kenyan government bodies that directly support the BPO Cluster. The first is the Kenya ICT Board, which primarily acts an international financial centre (IFC), positions and promotes Kenya as an ICT destination, advises the government on ICT-related policies and progr ams, provides capacity building activities including training and skill development, and manages

development and implementation of new ICT projects. The second critical body is the Communications Commission of Kenya (CCK) regulates telecommunications, IT, broadcasting, and multimedia in Kenya. So, clearly some of the basic requirements for Kenya to become a top BPO destination are there. But sometimes having the basics is not enough. The global BPO industry is estimated to be worth over $180 billion and is projected to grow to $250 billion by 2022, with India accounting for more than half of the entire industry’s revenue. It will take Kenya a lot of strategic effort to make headway into this sector, despite all its perceived advantages.

RINOS MAUTSA IS DIRECTOR AT THE CHARTERED INSTITUTE OF CUSTOMER MANAGEMENT AND TECH24 GROUP. He also

serves as the EXECUTIVE SECRETARY FOR

CONTACT CENTRE ASSOCIATION OF

ZIMBABWE. rinos@cicmglobal.com www.rinosmautsa.com

SIXTH EDITION |

The Customer

ETHIOPIA’S CAPITALISM-DRIVEN TRANSFORMATION

COVER STORY

costs, says the report. It also calls for privatization and removal of barriers to private investment in key sectors, which supports policy announcements by the government,’ said the IMF.

An earlier World Bank study estimated that of the 10.8% average annual growth recorded by Ethiopia between 2004 and 2014, at least half came from services, like hospitality and transportation.

ETHIOPIA’S

capitalist systems, when firms compete to be the best that they can be within their set niches.

Capitalism-Driven Transformation Through Customer Service THE EDITOR

Permeating the economic history of this world are stories of countries that have emerged from underdevelopment to shining examples of economic prosperity. In the ‘Horn of Africa’, a rugged and landlocked Ethiopia is coming up as the latest example of effective economic transformation. “My model is capitalism,” says Ethiopia’s

prime minister Abiy Ahmed in a 2019 interview with the London-headquartered Financial Times. The short, but concise statement encapsulates the broader outlook that is defining the economic policies in Ethiopia’s shift towards economic liberalization. From a doctrinaire perspective, capitalism can be referred to an economic system underpinned by the private ownership of the means of

production and their operation for profit. And the central characteristics of the economic system include private property, capital accumulation, wage labor, voluntary exchange, a price system, and competitive markets.

COMPETITIVE MARKETS Real competition is key to the success of

SIXTH EDITION |

The Customer

Implicit in the concept of real competition is effective customer service. In this contemporary era, the majority of firms now have a full appreciation that providing poor customer service can ruin their reputation. According to a report from consultancy firm RightNow, shows that “82% of customers stopped doing business with a company after a bad customer service experience.” That is certainly not what a country that is focused on economic transformation wants, especially Ethiopia that is pinning its economic future on consumer-facing industries. Ethiopia’s economy is increasingly concentrated in the services sectors.An earlier World Bank study estimated that of the 10.8% average annual growth recorded by Ethiopia between 2004 and 2014, at least half came from services, like hospitality and transportation. It’s something that has been receiving global recognition. Earlier this year, SIXTH EDITION |

The Customer

the deputy director of the International Monetary Fund (IMF) Africa Department Mr David Robinson said Ethiopia’s growth was driven by the service sector and better domestic and foreign investment. That figure should have grown further over the past few years due to Ethiopia’s growing urbanization. The latest IMF Economic Outlook for Africa, Ethiopia’s economy is forecast to grow 8.5% this Ethiopian fiscal year, which ends on July 7, 2019. According to the report Ethiopia will continue to be the fastest growing economy in the Sub-Saharan African region. Comparatively, growth in Sub-Saharan Africa is expected to be 3.1% in 2018, up by 0.4% from last year. Ethiopia has been making large infrastructure investments over the past few decades. In line with Mr Abiy’s ‘capitalism model’, the IMF says Ethiopia is developing an ‘open and inclusive economy.’

“The government also wants to develop the domestic financial system. An important first step will be to introduce a market for government securities with marketdetermined interest rates. This will allow the central bank to reduce direct financing of the government and increase the effectiveness of monetary policy in maintaining low and stable inflation.” Some of the transformative policy moves that Ethiopia is targeting include a complete privatization of its telecommunications sector (a quintessential consumer-facing sector) by the end of 2019. The country’s authorities are also looking to dispose of stakes in state energy, shipping and sugar companies, as well as introducing a local equities market next year, as the swing towards economic liberalization speeds up.

“The new legal framework for public-private partnerships can play an important role in strengthening growth by promoting private sector development and the provision of public services, while reducing government

I S Y O U R I V R A N I R R I TAT I N G V O I C E R E S P O N S E ?

IS YOUR IVR AN

IRRITATING VOICE RESPONSE? ROD JONES

Those very first few seconds when customers engage with our organization can be the make-or-break of either a new relationship or the end of what may well have been a long and mutually beneficial association (And perhaps hugely profitable to the organization) It begs the question: Is your IVR good, bad or very ugly? A decade ago, a simple two or three menu IVR probably met most business requirements for relatively fast and accurate routing of voice calls to appropriately skilled agents. From a customer’s perspective, in many cases the ubiquitous IVR became an acceptable norm.

‘dreaded IVR’. In the digitally enabled customer service environment of today, ‘oldfashioned’ IVR simply will no longer be tolerated. Although there may be some marginal differences in certain geographies and verticals, the penetration and usage of smartphone technology has already become the de facto communication method for most customers. Let’s face it, scanning, swiping and clicking a smartphone screen is today as intuitive and instinctive to many a Baby Boomer as it is second nature to a Generation Z or a Millennial customer. Enter Visual IVR.

So, what changed? Customer expectations changed and those expectations have rapidly morphed into outright demands for better, faster, and more convenient and responsive 7x24x365 service. “Please hold the line. Your call is important to us.” No, it’s not! If your call was important to us, no matter what time of day or night that you called, we would respond appropriately; we would provide you fast, convenient access to the information that you, our customer, so urgently need. Let’s re-look at the typical IVR. From its simple origins of two or three short menu options, many contemporary IVR systems have grown into highly complex structures with a myriad of tagged-on options and choices and far too frequently presented with long, confusing phrases and anything but exciting voice delivery. It is no small wonder that throughout the world, the vast majority of customers have come to resent the

By scanning and clicking through a visual IVR smartphone menu, in mere seconds a customer can find either the exact information that they were looking for or they can effortlessly connect with the right agent or service resource. What’s more, the information that they have perhaps entered in this slick process is relayed to the agent so there’s no need for the customer to repeat themselves. It’s not only on the smartphone screen where visual IVR demonstrates its incredible power to provide optimized customer experiences. Visual IVR works equally well on typical web self-service sites. Now customers can navigate their way through the visual IVR menu system and route themselves directly to the answers that they need or to the appropriate agent; perhaps with a simply click-to-call a or call-back option. It just couldn’t get easier.

IVR supplements and provides a powerful alternative experience for customers perhaps accustomed to conventional telephone or pure voice-based IVR. In fact, visual IVR works on the exact same Voice XML (or VXML) scrips that are used to create and manage voice-only IVR systems. So there’s no need to re-develop or to make changes to multiple systems. Because visual IVR is just one of the many powerful, modular components of a true digital, omnichannel contact centre platform, such systems can rapidly ‘learn’ a great deal about customers and their individual preferences. Not only does this data provide the organization with ability to analyze and in some cases, predict individual customer behavior but also to provide accurate and appropriate customization and personalization. It’s the ultimate ‘Customer Wow Experience’. Visual IVR opens up the potential for any organization to deliver fast, efficient and effective self-service options together with accurate and reliable channel-independent routing. All this adds up to an incredibly powerful competitive advantage whilst simultaneously providing customers with a seamless, low-effort service experience.

For more information please visit www. rodjones.co.za, subscribe to my Actionable Insights newsletter or email rod@rodjones.co.za

It is also important to recognize that visual

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The Customer

68 SIXTH EDITION | The Customer

FIFTH EDITION | The Customer 19

S A’ S S TA N D A R D B A N K S TA N D S

HEAD AND SHOULDERS

SA’S STANDARD BANK

STANDS HEAD AND SHOULDERS THE CUSTOMER WRITER

tandard Bank of South Africa has

“We have a relentless focus on three

93% of the bank’s transactional accounts in

maintained its crown as the ‘Best

immediate priorities—to transform into a

South Africa have been migrated to the bank’s

Bank in Africa’ for 2018 from the

client-centered, digitally enabled and

new core banking platform. Global Finance

previous year, according to Global

integrated universal financial-services

said it selected Stanbic Bank Botswana as the

Finance Magazine. The financial services

organization,” Standard Bank said in

Best Bank in Botswana due to its growing

provider is Africa’s biggest lender by assets.

announcing its 2017 earnings. What makes a

corporate and investment-banking operations.

But that’s not why the bank has constantly

company good is its ability to effectively

topped the continent’s financial services

replicate the successes of its headquarters to

Botswana has a well-developed financial

sector’ charts. According to Global Finance,

its subsidiaries beyond borders.

sector with a stock exchange and an active bond market. The Botswana market is focused

Standard Bank of South Africa is atop “because of its strong financial performance in

The South African bank has made great strides

on mining, power and infrastructure. Stanbic

challenging conditions and its international

since the early 1990s in building a sophisticated

also facilitates cross-border transactions and

capabilities.

franchise on the continent in southern Africa.

is one of the largest suppliers of foreign

Standard Bank is now active in 20 African

exchange to the market. Samuel Minta - acting

The group’s earnings climbed 14% last year.

countries. Testament to its successful regional

CEO of Stanbic Bank Botswana – said:

“On a constant currency basis, headline

expansion, in addition to the overall regional

earnings grew by 18%. The bank’s return on

award for Africa, Standard Bank (which also

“Two years into our three-year Road to

equity rose to 18% from 16.8% in 2016. The

operates as Stanbic Bank) won country awards

Excellence strategy, we have driven strong

bank raised more than $7 billion of debt for

in South Africa, Botswana, Mauritius and

internal efficiencies and capabilities to deliver

African clients, including corporations, from

Uganda.

stronger client experiences. This award affirms the voice of our clients and staff. Botswana is

global markets in 2017.” The bank’s business in Africa regions outside of South Africa

The bank said personal and business banking

our home and we will continue to invest in

increased its contribution to group earnings

in South Africa delivered strong performance,

driving the growth of our communities and

to 28% in 2017 from 26% a year earlier, despite

with headline earnings up 11%. Mobile-

clients.”

the impact of a strengthening Rand.

banking transactions increased by 32%. Some

SIXTH EDITION |

The Customer

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The Customer

N A M I B I A ’ S

W A N I N G

C O N S U M P T I O N

N A M I B I A ’ S

Why Namibia’s Waning Consumption Numbers Should Worry Businesses

his is the problem that Namibian business entities may just have to contend with going forward. Official figures show that household consumption has been going down of late, since peaking in 2016. According to statistics from the Namibia Statistics Agency (NSA), the country’s private household consumption amounted to 69%, compared to 73% recorded in 2016. Private households’ consumption amounted to approximately N$121 million in 2017. The problem has been compounded by Government consumption, which declined to around N$43 million in 2017 from N$40 million in 2016. The dip in consumer spending is confirmed by global economic data aggregator TradingEconomics.com. which says “consumer spending in Namibia decreased to 83929 NAD (Namibian dollar) million in 2017 from 88341 NAD million in 2016. “Consumer spending in Namibia averaged 37907.66 NAD million from 1980 until 2017,

SIXTH EDITION |

C O N S U M P T I O N

THE CUSTOMER WRITER

All things being equal, businesses should be scrambling for customers and outdoing each other by implementing consumer-centric competitive strategies. But what happens if consumers are just not buying?

W A N I N G

The Customer

SIXTH EDITION |

The Customer

reaching an all-time high of 88341 NAD million in 2016 and a record low of 17064 NAD million in 1980.” The weakening consumer spending is indicative of households spending less on consumables, largely due to low disposable incomes. Consumer spending is very important insofar as the things that are purchased on a day-today basis, help to create the demand that keeps companies profitable and hiring new employees. On the other side of that coin, if people pull back or stop spending businesses would eventually go bankrupt, driving unemployment figures. And with few workers, the government’s tax base would be seriously compromised leading to a macroeconomic recession. Economic experts have posited that addressing the problem of high unemployment levels should be the government’s top priority as the resultant increase in jobs and disposable incomes can boost consumption levels.

Geremia Palomba outlined some of the critical measures that Namibian authorities need to consider implementing in the medium-tolong term. “There is significant room to undertake supply-side reforms to strengthen productivity and potential growth, and support job creation, in parallel with fiscal adjustment policies.“As the government adjusts, special emphasis should be placed on strengthening the market operations of key public enterprises to improve the efficiency of the economy, and on establishing a well-structured wage policy for the public sector to better align wage dynamics with productivity growth. “Over time it is important to remove obstacles to exports, reduce market barriers, and streamline business regulations that contribute to high business costs, while addressing the shortage of skilled workers.”

Following an International Monetary Fund (IMF) Staff Visit to the country in November last year, the team’s head of delegation

I S C H AT B A N K I N G T H E F U T U R E O F N I G E R I A F I N A N C I A L S E R V I C E S

Is ‘Chat Banking’ The Future Of Nigeria Financial Services? 24

SIXTH EDITION |

The Customer

e have previously

Messenger, with expectations of

tap into.

discussed the

showing up on other social media

The introduction of Chat Banking has

impact that

platforms. ZThe UBA move was a first

the potential to accelerate the banking

technology will

for Nigeria, although the innovation has

adoption curve by eliminating the

have on improving

been introduced in a number of African

business and operational overhead

(or not) customer

countries, including South Africa and

required to roll out convenience

service

Zimbabwe.

banking across popular communication

experiences,

channels and in different countries.

particularly as

WhatsApp Banking allows a financial

relates the so-

services provider’s customers to

According to the bank, UBA’s consumers

called ‘Chat-bots’.

conduct their banking activities of

will be able to conduct their banking

choice in a secure and convenient

activities on WhatsApp and USSD with

The rise of ‘WhatsApp Banking’ in a

manner, by communicating with their

additional channels slated for this year.

number of countries is now

bank in a verified WhatsApp chat. In

Group Head of UBA’s Online Banking

concretizing the growing

terms of UBA’s systems, such a

Mr Austine Abolusoro has spoken

influence of chat-bots in

capability is made possible through

brightly of ‘Leo’:

customer service. Nigeria is

Clickatell Transact (the bank’s

recognized as ground zero for

technology partner)’s . Control platform,

“United Bank for Africa is a technology-

global financial inclusion with

which is integrated with the WhatsApp

driven institution with vast knowledge

rapid accelerating move from

Business API. The Control platform for

in the business that we do and Leo,

the informal economy to the

Chat Banking allows banks to roll out

being a tested dependable and

formal sector.

commonly used banking activities like

intelligent personality, will replicate on

checking balances, money transfer and

WhatsApp, the success it has

And the ground-breaking

purchasing digital products and

experienced on the Facebook

banking platform launches in

services across popular communication

Messenger platform.

Nigeria with the United Bank

channels like USSD and now WhatsApp.

for Africa (UBA). Arguably one of Nigeria’s largest financial institutions,

It offers flexibility, reliability, fraud and

UBA recently introduced a such a

risk management for banks and a

facility – an authorized WhatsApp

convenient on demand banking

Business Solution provider, nicknamed

capability for consumers wherever they

‘Leo’.

are. UBA may just have hit the homerun on the future of banking, not just

Leo, as referred to by name, is a virtual

in Nigeria but perhaps globally.

banker chatbot that can help you open a new account, check your account

According to a Central Bank of Nigeria

balance, transfer funds buy airtime,

(CBN) survey titled ‘EFInA Access to

confirm cheques and pay bills. It is

Financial Services 2016 Survey’, 48.6%,

designed to work within the platforms

or 46.9 million Nigerians, of the adult

people are already familiar with and it

population are now formally served by

has already taken off on Facebook

banks or similar. It’s a huge market to

SIXTH EDITION |

The Customer

“It is a solution that is from the customer’s standpoint, easy to use by anyone regardless of your demography.” THE CUSTOMER WRITER

I T M AY N O T B E Y O U R FA U LT B U T I T I S Y O U R P R O B L E M

the receptionist that he was a long-time customer. She was unmoved. He then explained the situation to the branch manager, to no avail. The customer paid for the parking, but he was so steamed that he drove 40 blocks to explain the incident to his usual banker. He said if he didn’t receive a phone call by the end of the day, he would close all his accounts. The call never came, he made his first withdrawal of $1 million. Needless to say, the bank executives were embarrassed and worked hard to persuade the customer to give the bank another chance.

BY JOHN TSCHOHL

The only person you are destined to become is the person you decide to be. — Ralph Waldo Emerson

ompanies may not be able to prevent all problems but they can learn to recover from them. A good recovery can turn angry, frustrated customers into loyal ones. It can, in fact, create more goodwill than if things had gone smoothly in the first place. Opportunities for service recovery are numerous. If you are close to the customer and discover a problem, it’s your chance to go beyond the call of duty and win a customer for life.

Service Recovery. The surest way to recover from service mishaps is for workers on the front line to identify and solve the customer problems. Stew Leonard’s located in Norwalk, Connecticut, renowned for its service, has a suggestion box. One evening at about 6 p.m., Stew Leonard, Jr. found a complaint written by a customer just a half-hour earlier. “I made a special stop on my way home from work to buy chicken breasts for dinner, but you’re sold out. Now I’ll have to eat a frozen dinner instead”. As Leonard was reading the complaint, a Perdu chicken truck happened to pull up to the store’s loading dock. Within minutes,

someone was heading off to the frustrated customer’s house with a complimentary twopound package of fresh chicken breasts. Problem solved.

Mistreating Customers Can Have A Devastating Effect On Your Business. Following is an excerpt from a Harvard Business Review article: John, a 30-year customer of a bank in Spokane, Washington, parked his car in a lot owned by the bank while he did business across the street. An attendant told him he could get the parking validated if he did business at the bank, which was not his usual branch. John cashed a check, but was refused the validation because he had not made a deposit. He explained to

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The Customer

Empowerment Is The Backbone Of Service Recovery. I have stated in my books and in my seminars that it’s impossible to be a service leader, to be customer centric and focus on a service strategy without empowering employees. My definition of empowerment is giving employees the authority to do whatever it takes, on the spot, to take care of a customer to that customer’s satisfaction—not to the organization’s satisfaction.

Create a Process.

Service

The Customer

• Compensate…Give the customer something of value. Every organization has something of value it can give to a customer who has experienced a problem. Remember, you are your brand and every customer experience either weakens or strengthens that brand.

I repeat…. “It may not be your fault, but it is your problem”—John Tschohl

Train Employees. Service recovery not only builds customer loyalty, it draws more customers to a business.

John Tschohl is an international service

Tips for Providing Quality Service Recovery:

strategist and speaker. He is founder and president of the Service

• Act Quickly…The employee at the point of contact is best placed to implement service recovery. Avoid moving problems and complaints up the chain of command.

Quality Institute in Minneapolis, Minnesota. Described by Time and Entrepreneur magazines as a customer service guru. He has written the world’s most widely used training program on service recovery and book

• Take Responsibility…Don’t place blame, make excuses or lie to cover a mistake. Sincerely apologize and thank the customer for pointing out the problem.

Recovery

Too many executives think employees are born with good customer service skills. It’s

SIXTH EDITION |

important to develop a process that allows employees some latitude in serving the customer that also includes specifically defined steps that must be followed in providing service recovery. Doing so requires decision making and rule breaking—exactly what the employee has been conditioned against. Workers have been taught that it’s not their job to alter the routine. Even if they’d like to help the customer, they are frustrated by the fact that they are not able to do it. Worse yet, they don’t know how.

called Loyal for Life. The Service Quality Institute (http://www.customer-service.com)

has

developed more than 26 customer service training programs that have been distributed and presented throughout the world. John’s monthly

• Be Empowered…give those who work with customers the authority to do whatever it takes to ensure customer loyalty.

strategic newsletter is available online at no charge. He can also be reached on Facebook, LinkedIn and Twitter.

R WA N D A PA R T N E R S A L I B A B A G R O U P

AN E-COMMERCE BOON FLICKERS AS RWANDA PARTNERS ALIBABA GROUP THE CUSTOMER WRITER

he Rwandan Government has partnered Chinese e-commerce giant Alibaba Group for the establishment of an electronic world trade platform (eWTP) hub in the African country. The resultant world class digital infrastructure that Rwanda will set up through the hub will help both businesses and customers by availing an efficient and effective e-commerce system. Rwandan President Paul Kagame and Alibaba Group Executive Chairman and billionaire Jack Ma oversaw the signing of 3 Memoranda of Understanding (MoU) between the two parties at the end of 2018. The agreements will strengthen cooperation in support of Rwanda’s economic development by promoting policy innovation, enabling cross-border trade of Rwandan products to Chinese consumers, facilitating tourism to Rwanda, and providing capacity building to empower the growth of Rwanda’s digital economy. Rwanda becomes the first country in Africa to establish an eWTP hub, which is essentially a multi-stakeholder global initiative promoting public-private dialogue to foster a more effective and efficient policy and business environment to enable small and medium-sized enterprises (SMEs) to participate in cross-border

electronic trade.Said Rwandan President Paul Kagame of the eWTP: “The Electronic World Trade Platform opens up new frontiers in e-commerce and tourism for Rwanda, and will also boost the capacity and competitiveness of our entrepreneurs and business people. “Rwandan producers will be able to sell directly to a much larger set of customers than before, while bypassing costly intermediaries. This improves productivity and profitability. There really are no downsides to doing business on a global scale.”In respect of the partnership, the Alibaba Group will work with the Rwanda Development Board (RDB) to help Rwandan SMEs sell their products, including coffee and handicrafts, to Chinese consumers through Alibaba’s online marketplaces. With more than half a billion consumers, Alibaba is the world’s largest online commerce company and home to leading cross-border marketplaces where Chinese consumers look to find the highest quality products from around the world. Several brands of Rwandan single origin coffee are already available for sale on Alibaba’s Tmall Global platform.Additionally, Alibaba’s travel services platform, Fliggy, and the RDB will also work together to promote Rwanda as a tourist destination through a Rwanda Tourism Store for booking flights, hotels and travel

experiences and a Destination Pavilion where Chinese consumers can learn about visiting the country, including its beautiful natural parks, through engaging video content. Alibaba affiliate Ant Financial will share expertise in inclusive financial tools, such as mobile payments, to support the Rwandan digital economy. The Chinese e-commerce heavyweight has also committed to providing capacity building to academics, policy makers and entrepreneurs on how to grow a digital economy. The Global E-commerce Talent Program (GET) is a five-day course to boost the competencies of Rwandan university teachers and deepen their understanding of the e-commerce industry, so they can train digital talent and future entrepreneurs to compete in the global economy. At the beginning of 2019, Alibaba hosted a three-day workshop at its Hangzhou headquarters to showcase the nature, capabilities and promise of a new digital economy through first-hand experience with digital finance, logistics, e-commerce and big data industries for a delegation of Rwandan Ministers and government officials responsible for the development of Rwanda’s digital economy.

SIXTH EDITION |

The Customer

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The Customer

THE FUTURE OF SKILLS

IS ONLINE

ONLINE The Future Of Skills Is

DR. WYNAND GOOSEN

SkillzBook’s is a powerful tool for a corporate that is serious about driving talent development, performance management and business growth.

W 30

SIXTH EDITION |

The Customer

ith the ever increasing

for systems to collect, store and make sense

powerful tool for a corporate that is serious

demand on time, cost and

of a portfolio of skills, acquired over time.

about

“just in time” skills, the

Add to that, invaluable workplace learning.

performance management and business

future of learning and

How will it be documented? How will it be

growth. As a skills repository, SkillzBook’s can

development is developing a whole new

used to ensure adequate recognition, and

onboard your entire staff compliment and

shape. Skills will be more than education –

what benchmarks will it be compared to?

provide them with a place to accumulate and

the effective employee will have to know what

Skills, learning, workplace performance and

store all evidence of competency. For the

to do, how to do it and also have the base

education all point to competency, but

professional body, this opens the door to

knowledge to perform the required tasks.

without ways to benchmark, how do we

creating meaning, quantifiable opportunities

Skills will be acquired in a “fragmented” way

articulate such competency from one

to measure “Continuous Professional

and as such will lead to an increased demand

workplace to the next? SkillzBook’s is a

Development” and therefore manage points

SIXTH EDITION |

The Customer

driving

talent

development,

THE FUTURE OF SKILLS IS ONLINE

SOME OF THE FIRST GROUP OF LEARNERS TO ON-BOARD ON SKILLZBOOK, COMPLETING THE CRITICAL THINKING MODULE.

towards the attainment/maintenance of a

measures actual performance and

lifelong skills accounts, and report

designation. SkillzBookprovide you with a

identifies GAPS.

over time, on effectiveness of

library that boasts more than 70 Business

•

Provide solutions to GAPS via

skills. Employment levels versus skills

Courses, that can be done as CPD programs,

continuous analysis and access to the

can be tracked.

pure e-learning programs, or as facilitated

corporate training library.

programs. Take the hassle out of having to find great material – SkillzBook’s content is professionally developed and meets the internationally renowned scorm standard.

SkillzBook also has a powerful Learner Management System, called Sigma7.

SkillzBook covers all known business training

To The Individual User The Benefits Are Really Great: •

SkillzBook provides a lifelong skills

account. A place to record and

requirements. This means you have access to

•

With Sigma7, a company can now

store learning. A way to build a skills

a wide range of professional training programs

match qualifications to jobs, and

base, step by step.

at the press of a button. However, if you have

identify required skills and KPI’s to

•

SkillzBook provides an online CV. The

in-house training that you prefer to use,

build Job descriptions that can be

user simply needs to populate a

SkillzBook can customize your programs and

used to drive performance.

profile and click on a CV generator

load them onto SkillzBook for easy delivery

•

On SkillzBook, performance records

button.

in-house. Corporate Training has never been

can also be used for recognition of

•

In additionSkillzBook, will facilitate a

so easy.

prior learning and so enable talent

Personal Development Plan as well

development, personal growth and

as a Vision Board.

further qualifications.

•

SkillzBookCollege, a separate, mobile

•

The online Learning component is

application, can also provide the

also available to all Training Providers.

individual with access to specific

•

The Sigma7 system operates as a

skills to refine a profile for specific

dashboard that enables the corporate

job opportunities.

Skillzbook Is A Full Service E-Based Learning Department. The Offering Includes: •

Development of Normative Job

user to project manage education and

descriptions, aligned to corporate

training in a five step process, each

strategy.

with distinct quality control features.

•

SkillzBook can track learners with a

Develop a Performance System that

SIXTH EDITION |

The Customer

SIXTH EDITION |

The Customer

BRAND PERFORMANCE IN A SMALL TO MEDIUM (SME) BUSINESS IN AFRICA

SEARCHING FOR THE ROOTS TO BUILD AND STRENGTHEN BRAND PERFORMANCE IN A SMALL TO MEDIUM BUSINESS ENVIRONMENT IN AFRICA

n a highly competitive and dynamic entrepreneurial environment coupled with the rising need to enhance customer confidence and ensure business survival, firms are forced to create an enduring brand experience. The reason being that customers in the new millennium demand for more product choices, customised offerings, engaging atmospherics and an emotional relationship with the business. For this reason, entrepreneurs in Africa must rise to the occasion by investing in the building of brand performance in order to fulfil the expectations of new and current customers. Improved levels of brand performance can translate into the development of effective service delivery programmes, reducing perceived risks and marketing costs and enhancing profitability, since loyal customers can spend more and are less sensitive to price fluctuations. This in turn contributes to stronger relationships as businesses gain valuable knowledge into understanding the requirements of customers and ensuring that their promises are kept, leading to increased

competitive advantage and reducing the likelihood of business failure. Below are a few guidelines on improving brand performance to assist African businesses to supply quality products and be flexible in meeting the changing demands of customers within the brand equity domain:

1. SECURE BRAND PERFORMANCE BY WINNING THE HEARTS OF CUSTOMERS The ability to build a unique brand performance depends on winning the hearts of customers and creating a healthy environment for nurturing customer relationships. This can be achieved by developing a customer policy that focuses on addressing customers’ concerns, listening to their complaints and suggestions and treating them in a caring and honest way in order to foster their emotional feelings towards the brand. Entrepreneurs in Africa can implement this policy by empowering employees to create a social environment for interacting

with customers by conducing follow-up visits, collaborating with customers on product development, solving their unique challenges and sharing personalised messages about the business through all the contact points (i.e. telephone, email, website, social media, call centre, etc.). These types of activities allow customers’ to share their opinions and to receive feedback about their product needs, thereby making customers to feel more valued by the business, which in turn enhances their attitudes and beliefs about the brand. This ensures that the voice of the customer remains at the heart of the customer policy, thus contributing to a more intimate relationship with the customer which ultimately improves the level of brand performance.

2. SECURE BRAND PERFORMANCE BY ENHANCING SHOPPING EXPERIENCE An individualised shopping experience should be developed that meets customer SIXTH EDITION |

The Customer

BRAND PERFORMANCE IN A SMALL TO MEDIUM (SME) BUSINESS

expectations and increases their involvement with the brand that ensures their satisfaction with the business and enhances long-term brand performance. To secure this, African entrepreneurs must stock up popular items that customers procure the most, ensuring that they are readily available in sufficient quantities and offer extended trading hours during peak seasons (i.e. Christmas season). In addition, small to medium businesses in Africa can also enhance the store atmosphere by using attractive colours and lighting, develop a virtual reality mobile application that gives customers an intimate tour of the brand, using attractive product displays and providing in-house entertainment to stimulate the sensory experience of customers. This creates a point of differentiation in the minds of customers, evoking their feelings of enjoyment and assists them to make an informed choice among selected competitors, thereby promoting a favourable brand performance.

3. DEVELOPING A PERSONALISED SERVICE BLUEPRINT Customers want to feel that they are part of the brand and desire to be appreciated by having their needs put first. That is why developing a service blueprint that addresses the service needs of customers is fundamental in establishing brand performance. This can be achieved by creating a set of activities that improve the service experience of customers before and after their service interaction. These activities involve creating an online SIXTH EDITION |

The Customer

help chat service on the website and social media pages to address customer queries, requests and any related product information. In addition, African entrepreneurs also need to welcome customers in-store with a smile, being eager to help them through providing helpful advice on product features, price, product availability, payment procedure and delivery schedule, as well as thanking them for their support and encouraging them to return. In order for this blueprint to be successful, the management of the business will have to integrate all internal processes and contact points with the customer to ensure a higher level of service delivery. Consequently, the customer will feel more valued and will develop a stronger loyalty towards the brand, leading to a stronger brand performance in the long term.

4. RECRUITING AND RETAINING TRUSTWORTHY EMPLOYEES African entrepreneurs should focus on recruiting and retaining trustworthy employees who will be able to uphold the values of the business and transfer them effectively to customers to stimulate brand performance. Such an approach will involve providing quarterly training programmes with emphasis on problem-solving skills, customer care, coping mechanisms, service production and service delivery, to reinforce the importance of building stronger ties with customers. Furthermore, employees are the voice of the brand and provide a pathway for

customers to emotionally connect with the brand. It remains imperative for the owners or managers of small to medium businesses in Africa to offer open communication channels, use effective performance reward schemes (i.e. annual bonuses) and improved career development to enhance the skills of employees and create a workforce with longer tenures, thereby motivating them to put more effort into servicing customers and developing closer relationships with them as well. As a result, employees will feel valued and empowered to uphold the principles of servicing customers and fulfilling their expectations to ensure that they remain faithful to the brand, thereby promoting a favourable brand performance.

Authors: Aobakwe Ledikwe & Prof. Mornay Roberts-Lombard Department of Marketing Management School of Consumer Intelligence and Information Systems University of Johannesburg Republic of South Africa Contact: +27 (0)11 559 3031 or E-mail: albrian60@gmail.com mornayrl@uj.ac.za

SOU TH AFRICA EMERGING AS LE ADER IN BPO SERV ICE

South Africa Emerging as leader in BPO services

THE EDITOR’S

outh Africa is quickly establishing itself as a global BPO service provider in the call centre and financial services sector. Simply put, Business process outsourcing (BPO) is a subset of outsourcing that involves the contracting of the operations and responsibilities of a specific business process to a third-party service provider. The global BPO industry is estimated to be valued around US$6 trillion. What has made South Africa such an attractive option for global BPO solutions is has been the weakening Rand, but it’s also having the requisite infrastructure in place. Testament to this, last October South Africa was voted the ‘Global Destination of the Year’ by the Global Sourcing Association. Global research company, Everest Group has highlighted that outsourcing services

market in South Africa has grown at an unprecedented rate of 22 percent annually over the past four years. It’s unprecedented growth to the extent that it’s double the overall global growth rate and triple that of other popular outsourcing countries such as India and the Philippines. The growth is premised on the fact that South Africa has found its niche, that is, the global Business Process Services (BPS) industry and is being recognised as a leading offshore BPS destination. South Africa’s major BPO services clients are the United Kingdom, Australia and the United States of America. For the country’s major and growing client list, South Africa’s value proposition is not just based on costs as other locations such as India and the Philippines tend to be cheaper. The African country’s value proposition is about overall

economic value, high quality service and staff, strong cultural compatibility, and a favourable time zone. South Africa apparently has the requisites to play a complementary role to its global client firms that already have BPO centres in India and the Philippines, for example. What is also key for the country is that the BPO industry is backed even by the government, which has grown to appreciate how important outsourcing can be for the development of the broader economy.To be precise, South African’s BPO sector benefits from one of the highest levels of government support globally, with the government tapping into the BPO industry’s capacity to contribute to skills growth and development.

SIXTH EDITION |

The Customer

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The Customer

R O YA L E S WAT I N I P O L I C E S E R V I C E D E F Y T H E O D D S

Good service skills are critical in building trust and respect, and if there is anyone who needs trust and respect in carrying out their duties, it’s the police.

t is not often that police are associated with good customer service (do police even have ‘customers’ in the strictest sense of the word?). But Swaziland’s national police, the Royal Eswatini Police Service (REPS) are intent on bucking this expectation.

ROYAL ESWATINI POLICE SERVICE DEFY THE ODDS

Last year, the REPS scooped the award for the best call centre in the Eswatini Customer Service Excellence Awards, an achievement not too many police services around the world can claim to have achieved. And it’s not an achievement that is totally out of the blue. Earlier in the same year, the REPS was among numerous other Swazi corporates that attended the launching of Swaziland’s 2018 customer service week, which was facilitated by the Institute of Research Management and Development (IRDM) and held at the New Mall in the city of Mbabane. The customer service week is commemorated globally. As part of the customer service week commemorations, the REPS set up an exhibition of their ‘999 Emergency Call Centre’ (which was to scoop the country’s top call centre

SIXTH EDITION |

The Customer

SIXTH EDITION |

The Customer

award), allowing members of the public to get a deeper appreciation of the service’s operations and services. It may be true that police services do not have ‘customers’ in the truest sense of the word, but the REPS are certainly onto something. They appreciate the meaning and value of being called a ‘service’. All things being equal, giving good (customer) service should apply to anyone in a service position, including, and perhaps even more for police officers. Good service skills are critical in building trust and respect, and if there is anyone who needs trust and respect in carrying out their duties, it’s the police. Police service is definitely not the same as customer service in the private sector. One cannot certainly not return a bad policing service if they do not like it. But good policing is essential to build strong relationships and trust between police officers and the publics they serve. The ‘returns’ can be invaluable!!! RINOS MAUTSA IS DIRECTOR AT THE CHARTERED INSTITUTE OF CUSTOMER MANAGEMENT AND TECH24 GROUP.

He also serves as the EXECUTIVE SECRETARY FOR CONTACT CENTRE ASSOCIATION OF ZIMBABWE. rinos@cicmglobal.com www.rinosmautsa.com

D E L I V E R I N G E F F E C T I V E S E R V I C E S | TA N Z A N I A’ S E X A M P L E

INTROSPECTION IS KEY TO

DELIVERING EFFECTIVE SERVICES:

Engen is a member of the PETRONAS Group

Best ingredients. Best protection.

TANZANIA’S EXAMPLE

Psychologists say introspection can benefit a person by helping that individual to know one’s self in a better way….It helps in highlighting mistakes which can be learned from.This turned out to be true in the TANZANIAN EXPERIENCE.

xperience and commonsense tells one that there are fewer sectors to get a truly terrible service than within the public health sector. Public health service providers rarely give attention to the quality of the services that they provide on a daily basis, perhaps because they are typically swamped, or perhaps because they do not as profitoriented as private health service providers. But sometimes, it is just important to look into the mirror and reflect (literally). In 2015, after realizing that the most public health facilities were struggling to deliver highquality services, the Tanzanian government saw the need to do some introspection. The Ministry of Health of Tanzania implemented five-star rating assessments, a facility rating system, for health-care facilities. The results after nationwide assessment of 6 993 facilities were alarming (but perhaps expectedly so) as they showed that a mere 2% of facilities met the minimum standard of

Also available in 20L and 210L.

THE CUSTOMER WRITER

quality of three stars or more, while 34% of health facilities received no stars at all. At a micro-level psychologists say introspection can benefit a person by helping that individual to know one’s self in a better way….it helps in highlighting mistakes which can be learned from. This turned out to be true in the Tanzanian experience. The ‘shocking’ results from the assessment led to action and significant changes at all levels of the country’s health system. “An outcry at the ministry level led to the use of these results partly as a performance measurement of the councils and council health management, and of the health facilities. “The data were used as a performance indicator in the Health Basket Funds (a health funding mechanism in which different donors pool funds for supporting primary health-care delivery), and as an indicator in the performance contracts that were signed between the ministry for regional and local government and the regional and council medical officers.

know the results and follow up on improvements. Parliamentarians were actively engaged on key issues such as the scarcity of medical supplies, skilled health workers, and water and electricity at the health facility, as well as the overall score of facilities in their constituencies,” said experts at Lancet Global Health. “Because 34% of facilities scored zero stars, many of which were in hard to reach, disadvantaged areas, instead of being closed as per the original plan, the facilities received a readiness assessment fund to allow them to improve, after which they were reassessed and enrolled if they had attained one star or more. “Regional and council leadership mobilised to support the improvement of facilities and specifically the facilities that were committed to improvements based on the assessments.”

Blantyre: +265 999971547

The deep lesson from the Tanzania experience is that once a business or service provider “looks into the mirror” and let go of its preconceived notions, instead looking at its systems and structures with objectivity, it’s a great way to create an enhanced customer service experience.

Lilongwe: +265 995202313

“Members of parliament were also eager to

SIXTH EDITION |

The Customer

2 EDITION | SIXTH

The Customer

FORTH EDITION | The Customer 41

THE E VOLU T ION IS HERE!

THE EVOLUTION IS HERE!

Dr Barbara Johnson 100 Acutts Drive

ARE YOU YET A PART OF IT?

Hillcrest . Kzn . 3610 South Africa Cluster Box 6464 Le Domaine

magine what it would be like to offer

I have intentionally supported the

sustainable and profitable, yes, even in a bear

Hillcrest 3626.Kzn.South

your clients a better service, no

infrastructure of Blockchain Technology for

market.

Africa

corruption and no transaction

nearly three years. It has made my life easier,

interference to or from them! Imagine

freer and more in my control.

what it would be like to have such

threatening and fearful than we perceive. Big

peace of mind! What would happen

words from the industry make it seem

• This is the time to take Blockchain seriously.

in your business if you could include such

impossible to understand - it is actually quite

• This is the time to do your own due diligence.

evolutionary strategies?

simple.Google bought-up servers to create an

• This is the time to be, what the market place

infrastructure for the Internet. Blockchain

calls, an Early Adopter.

needs to create an infrastructure too. Several

Given all the cellphones in the world already,

companies have been formed to give that

imagine

privilege to the general public. We get to

entrepreneurship when Blockchain offers you

purchase data-process computers to support

a cell-based business!!! South Africans are

With evolutions there is a time lapse:

that infrastructure. It’s like Uber and AirBnB

reported to have the highest ratio per capita

• mindsets are challenged and then need to

- a decentralised system, where the general

of cellphones - generally two cell phones per

change

public provides their personal vehicle or

person. This will be the evolution of people

• society needs to adapt and then adopt

home, for a taxi company and an

- out of poverty into the economical

• institutions need to calm their internal

accommodation facility that own neither the

upliftment, that every world wide country is

storms of fear and then provide new forms of

vehicles nor the properties.

seeking! My background is that of a Trauma

We are in the midst of a TECHNICAL EVOLUTION - a 10 fold explosion of the internet!

It is less

service. New concepts, bring with them, new

Cell: +27 82 784 7656

What Does That Equate To?

Landline: +27 31 716 8226

what

would

happen

solutions for my clients’ frustrations around

Resistance is a natural phenomena of change.

of choice is providing their members in 34

money, freedom of time and a purposeful life.

The Internet evolutionised access to

countries, inclusive of South Africa, with

Blockchain offers solutions to all these

communication and information. The Cell

machinery, software, infrastructure and

frustrations and needs. We now get to feel

phone

expertise of Fortune 500 leadership to earn

that we are more in control of our own lives,

communication and information. Blockchain

for us very specific Crypto Currencies, by-

having the resources we need to support our

technology is evolutionising the direct access

products off the Blockchain. This company is

families, that include both money and time.

of accurate communication and information.

now a decade old. It is a proven system, safe,

We get to live into our Life Callings that go

ease

bj@leadershipdimensions.co.za www.qrcard.mobi/ MAKING THIS WORLD A BETTER PLACE

Counsellor and Life Coach. I set out to find I have done my due diligence. The company

the

co.za

language and of course there is resistance!

evolutionised

www.leadershipdimensions.

SIXTH EDITION |

The Customer

beyond ourselves to reach out to humanity.

• earn Cryptocurrencies, instead of

Will you educate your customers in turn?

inflationary, corruptional, value-deprived fiat

Imagine For A Moment What It Would Feel Like To Actually

currencies.

I can certainly share with you some education and information. I am setting up 15 minute

Blockchain technology makes this all possible.

appointments to discuss your start on this

• be a full time parent for your children

The question is, will you be just an inevitable

journey. Will you take up this CALL TO

• be a business owner, working off the

customer or will you become a custodian of

ACTION?

convenience of your cell phone

the Blockchain, by becoming an Early Adapter?

SIXTH EDITION |

The Customer

UGANDA DIGI T IZES PORTS OF EN T RY

THE CUSTOMER WRITER

UGANDA DIGITIZES PORTS OF ENTRY

order posts and international airports are the first port of call for international visitors (tourists, investors or otherwise) to a country. The services they provide are therefore as customerfacing as services come and should therefore be expedient. Within the Sub Saharan Africa region, Uganda is among the leaders in adopting a novel Border Management System (BMS) and e-immigration solution through a global leader in digital security, Gemalto. Experts say new technological systems have the potential to result in a more effective delivery of services at the border posts and airports by reducing contradictions and redundancies. The Ugandan government has awarded Gemalto, in cooperation with a

Ugandan partner – SCINTL – a contract for the supply According to Gemalto vice president Sales Africa Thierry Mesnard: “Rapid growth in international air travel is going hand in hand with profound cross-border threats such as terrorism, illegal immigration and organized crime. “With the introduction of advanced automated kiosks at Entebbe Airport, the Ugandan authorities are once again demonstrating their commitment to addressing all these challenges.” An efficiently managed border will benefit the government’s clients, both traders and travellers, and efficiency at ports of entry can result in less interventions pertaining to goods and people.

recognition technology, combined with a passport scan to ensure swift and accurate identification of passengers leaving the country. But perhaps more critically, the BMS will boost Uganda’s ability to effectively service international visitors.Entebbe International Airport, which serviced Uganda’s capital, Kampala, welcomed over 1.5 million travellers in 2017, and the new e-Kiosks will further boost its capacity to handle the growing number of business and leisure visitors heading to Uganda. Implementation of the e-immigration solution is expected to be completed this year, resulting in passengers being able to enjoy the option of a rapid, selfguided pathway through border control.

The e-immigration solution uses Gemalto’s state-of-the-art fingerprint and facial

SIXTH EDITION |

The Customer

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The Customer

W H AT ’ S T H E M I S S I N G I N G R E D I E N T I N T O D AY ’ S C X

in creating the right perception in your customers’ minds. One of our clients, in fact the CEO said, “The receptionist is the most important person in my organization. The next call or visitor could be a new client ready to put R1 million of business our way. And this decision depends on how they are treated right from the start.” How right he is. Remember people buy from people they like!

WHAT’S THE “MISSING INGREDIENT” IN TODAY’S CX?

Our clients often tell us, sometimes with righteous indignation, that their customers ‘lack loyalty’. This should not come as a surprise, as M.B. Jackson writes, “Today’s customers have all the knowledge, options, choices & the power. What they don’t have is loyalty.” And, as the old saying goes, “It takes years to win over a customer and just seconds to lose one” so do be cognizant of your receptionist’s skills, otherwise no matter how good your product or service is, an unhappy or poorly trained receptionist could undo all the good work.

CLIVE PRICE

ustomer experience (CX) is the hot topic, topping the agenda in most businesses today. Just type in ‘CX’ on your the internet browser and millions of articles pop up all talking about its importance and how CX is now the priority Brand Differentiator, even overtaking price and value. I do not disagree with these observations. I totally agree that it’s critical to ensure a positive customer experience so customers build brand loyalty and allegiance, promote your product or service and refer their associates, and leave you with rave customer reviews that will help your company grow revenue. This means an excellent customer experience across all the touch points of your organisation. Customer Experience strategies are discussed in minute detail and frameworks for delivery carefully crafted. Companies pride themselves in displaying client-centric behaviours and spend millions on developing their Brand Image, yet forget the most crucial ingredient. We have so many statistics, graphs, pie-charts all providing trends and ideas on the CX status, so we are not short of information except we are woefully deficient in one area. So far I

have stated the obvious, so what is this deficiency? It’s the one area we forget to include, an essential element that is drowned in all the noise. It is your receptionist, the person who builds your brand day in day out. Sadly, receptionists are taken pretty much for granted and seen begrudgingly as a necessary ‘item’ within the organisation.

TAKE TIME OUT AND ANSWER SOME QUESTIONS: 1. What’s your receptionist’s name? 2. When did you last phone the office switchboard to evaluate her welcoming visitors? 3. Did you ever compliment her for anything? 4. When was the last time you chatted, besides saying “Good Morning” and “Good Night? 5. And here’s a tester “Does she know your Brand Promise or Value

Statement? If you can’t answer with positives, revisit your thinking about the importance of this essential ingredient. What does she do all day?

SHE IS THE AMBASSADOR FOR YOUR COMPANY. Welcoming visitors and clients alike, she is literally the mirror at the forefront of the company. In what may not amount to more than a brief moment, she can add to the lasting impression of your brand. Curious or discontent customers don’t pose their questions or air their complaints to management, but to the receptionist.This is the person who plays an overlooked role in the creation of your brand experience.Whilst our lives are supposedly made simpler by ever-increasing technology, the fact remains we are usually relieved to hear a competentsounding human voice at the end of the line – particularly when we don’t really know which of those awful press-button options applies.Few businesses understand that their company’s reputation rests on the first impression gained by customers or prospects. How that first call is handled is all-important SIXTH EDITION |

The Customer

appointing their receptionist to the Board. Her official title is ‘Director of 1st Impressions’. She still sits at the Front Desk but also participates in important Sales, Marketing and Strategic Planning meetings. She has her finger right on the pulse of the business and their customers. She’s an evangelist for the company and their top sales performer too. Most companies see this as too risky, but in my opinion, it’s the very essence of creating a unique CX.

GETTING STARTED? 1. HIRE THE RIGHT PEOPLE Agree the scope of the job, using the competencies described above and communicate clearly your expectations. Give thought to Career Path Planning – we all know its sound business practice to promote from within so where do you see this person in 3 years’ time?

WHAT IS TODAY’S SAD REALITY?

2. FORMAL INDUCTION PROCESS

For most of the day the receptionist is on display, taken for granted, lowly paid and undervalued by many companies despite their focus on trying to fast track CX throughout the organisation. Most companies do not invest time or money in helping their frontline staff gain the necessary skills, such as tele – courtesies, how to handle angry customers, deal with complaints, be assertive and promote the brand. In addition, we expect these kinds of competencies: the ability to establish a rapport by being warm, friendly and courteous, actively listen, ask questions to show the customer they understand their needs, problem solve and handle conflict. Aren’t these the competencies and behaviours we expect from managers and executives? Yes, and therefore we train them in these skills to ensure they are proficient. Have we ever provided the same training to our ambassadors? Sadly, the answer is seldom. This is what I mean when I talk about the missing ‘Building Block’.

Receptionists are often thrown into the deep end and don’t have a clue as to who’s who in the zoo. Get them acquainted from the CEO downwards to all Key Players and staff. Share the Organogram and have them rotate between Departments to get a feel for what they do and the individuals who are responsible. Give them some basic Product Knowledge training and discuss your company’s culture and Brand Promises.

RECEPTIONISTS SHOULD BE SUPERBLY TRAINED.

make the fatal mistake of forgetting to invite her to attend your Annual Conferences and internal awards ceremonies. Going this route is the new imperative, not just a ‘nice to have’ Think Big, when you reflect on the role of your receptionist. She is integral to the success of a great CX project and yet completely forgotten, when building the CX. You still have the opportunity to include that ‘missing ingredient’, starting today

Clive has a BA (Econ) from Wits University and a Post Graduate Degree in Learning Psychology from London University. His company the Peer Training Group has been in the business of Sales Training and CX for over 24 years.Today, Clive consults, advises, writes, speaks, designs Sales and CX

3. PERFORMANCE REVIEWS

methodologies, and guides clients through

Encourage two-way communication and give feedback on their performance. Encourage initiative, creative thinking and discourage other staff from off-loading menial tasks on to her. Give her the power to say “No”

all aspects of transforming their businesses into World Class Enterprises.

He was

recognised recently by Skills Portal as one of the top 3 training consultants in South Africa in an independent National Survey.Some of his clients are: Alexander Forbes, Mercedes

4. MAKE HER FEEL IMPORTANT

Benz, FNB, Momentum, Sun International, Barclays, B BRAUN and Liberty Life.

She is at the very epicentre of your business and knows exactly where the ‘blockages’ occur and why customers get turned off and what makes them happy. Tap into this knowledge.

His latest books, on Amazon and Bookboon are: 1.

‘’Turn Cold Calls into Gold Calls’’

“Customer Care or Nightmare”

“Summiting to Sales Success”

5. ENABLE HER SELF –DEVELOPMENT They should be kept informed, motivated and incentivized to provide great service. Our company has a large client base and there’s only one company we know of that has rectified this glaring problem area by SIXTH EDITION |

The Customer

For more information visit

Formally invite her to attend Staff Meetings, Sales and Marketing Meetings and Production Meetings. You want her to become integral to the success of the whole company. Do not

www.mypeergroup.co. Contact Clive on 082 443 2747

Email: clive@mypeergroup.com

ZAMBIA’S FOREIGN BANKS GET THUMBS UP BUT.....

ZAMBIA’S FOREIGN BANKS GET THUMBS UP,BUT…

hat are the key factors that determine

the foreign banks derived greater satisfaction from the

customer satisfaction? Is it a

banks’ infrastructure (which relates to the important

particular service provider’s

first element of a ‘perfect product.’

impressive infrastructure? Or is it

“The findings further reveals that customers of foreign

the way an employee smiles at clients? A reading of

bank perceived high level of service quality whereas

author Micah Solomon’s book, ‘High-tech, High-touch

customers of local bank perceived low level of service

Customer Service’, it seems that both elements (and

quality from the bank personnel and infrastructure.

perhaps more) are absolutely crucial in achieving

“From the findings, some managerial implications are

customer satisfaction: Solomon says a firm provides

that the weakest areas that have been revealed from

value when it is able to deliver the four key components

foreign banks are those to do with human or people

that reliably create customer satisfaction, namely: a

factors (empathy); customers of foreign banks have

perfect product or service; delivered in a caring,

no problems with the physical infrastructure that the

friendly manner; on time (as defined by the customer),

banks have. Therefore, top management in foreign

and with the backing of an effective problem-

banks must provide continuous training to the

resolution process.

employees on issues of courtesy, etiquette and communication skills,” reads part of the analysis.

Over the past several years there has been an increase in the number of banks operating within Zambia’s

“The human resource when hiring must focus on self-

financial services sector, which has resulted in a

motivated and enthusiastic employees who can deal

number of innovations by banks in order to improve

with customers and will try to solve customer

service quality delivery. Such a development provides

complaints and other issues in an effective manner.

customers with an opportunity to compare and choose a bank that ultimately provide services that satisfies

“On the other hand, for local banks the largest gap was

their specific needs.

on tangibility; therefore it follows that management in local banks need to invest in infrastructure and

An interesting study titled ‘A Comparative Study of

improve the appearance of the existing buildings

Service Quality and Customer Satisfaction in Zambian

including the information and communication

Banks’ by Chanda Sichinsambwe, Kangwa Chishimba

technology.” What the study basically highlights is that

and Shem Sikombe showed how varied customers’

if customers do not get their all their needs met in

perceptions of their satisfaction can be.

respect of a particular product or experience, they tend to pick at least one, which takes them closest to

The article was published in the International Review

their satisfaction needs. And sometimes their choice

of Management and Business Research Journal. The

is not that broadly smiling and welcoming employee.

researchers discovered that between Zambia’s local and foreign banks, there were weaknesses and strengths on both sides. But ultimately, customers of

SIXTH EDITION |

The Customer

SIXTH EDITION |

The Customer

BY THE CUSTOMER WRITER

ZIMBABWE MAKES PROGRESS ON CONSUMER PROTECTION…AS LAW IS GAZETTED

THE CUSTOMER WRITER

Zimbabwe makes progress on Consumer Protection…as law is gazetted 50

SIXTH EDITION |

The Customer

SIXTH EDITION |

The Customer

ZIMBABWE MAKES PROGRESS ON CONSUMER PROTECTION…AS LAW IS GAZETTED

019 commenced on

protect the general public or the

loss of business and make this well

constituents whom they represent against

known. But not here in Zimbabwe! It is

such concerns as profiteering, disease,

to the extent of weak consumer and

Zimbabwean consumers

unemployment, and market fluctuations

business activism in the country, that

among others. Goals include making

companies can easily abuse their

as the government

goods and services available to consumers

customers.

a positive note for

promulgated the longawaited Consumer

friendly, and more readily available.

Additionally, despite CCZ’s continued

boycotts, petitioning the government,

of some household commodities shows

Bill seeks to protect

media activism, and organising interest

that there has been a lot of stealth pricing.

groups. But this has not been the case,

Maybe it is due to the fact that the statutes

consumers of goods

with the particular case of the country’s

that brought the CCZ - for example - into

rather ‘tooth-less’ Consumer Council of

existence did not grant such bodies the

Zimbabwe (CCZ) being raised as the

requisite powers.

unnecessary price increases by businesses.

quintessential example.

There is definite need to country insofar as some decisions by companies and

The Zimbabwe Consumer Protection Act

public service providers were

repeals the Consumer Contracts Act

detrimental to the health of the

incidental to or connected with issues of

The new Zimbabwe Consumer Protection

improve lobbyism in the

(Chapter 8:03) and provide for matters

SOLUTION DRIVEN EVENTS IN AFRICA

voicing of concerns over unjustified price increases for basic commodities, a review

and services against

CEW2019

safer, better quality, environmentally

And consumer activist tactics can include

Protection Bill.The

CUSTOMER EXPERIENCE WORLD

local economy.

Act seeks to protect consumers by

providing for the right to “choose goods

and services of his or her choice without

undue pressure and the right to reject or

return goods within a reasonable time.”

CMY

And it also provides for the accreditation

and suspension or cancellation of Consumer Protection Advocacy Groups, such as CCZ, and that extent may serve to strengthen their capacities.

looks at a wide range of issues. For

To the extent that lobbyism is improved

example, it looks at contracts, language

in the country, so too does consumers’

written on products, complaints and how

value proposition and overall national

complaints will be handled as well as

competitiveness. A lot of Zimbabwean

conditional spelling on products. It also

customers tend to be prejudiced or short-

checks prices on commodities,” said one

changed by some dubious businesses and

legal expert. Zimbabwe has for a long

organisations and yet we see nothing

time suffered from the challenge of

being done to the offending party.

Choose from 7 locations throughout Africa: JOHANNESBURG 11th July The Maslow Hotel LAGOS 4/5 October Eko Hotel & Suites Conference Center

The functions of the Consumer Protection

NAIROBI Mid Oct - Date to be confirmed University of Nairobi Conference Hall

Agency are to protect consumers from

CX Survey and Solution Partner (Lagos & Nairobi)

consumer protection, which were missing in the previous piece of legislation. “It

Join us at CEW2019, the premier customer experience event where Practitioners and Consultants, from all over the globe, share their customer success insights, foresights and hindsights. This is a CPD certified event and delegates can expect to learn from a master class as well as keynotes, presentations and case studies.

“unjust, unreasonable, improper and unacceptable, deceptive, unfair and fraudulent conduct and trading practices.

A Global provider of innovative and transformative customer engagement technologies and services. Operating in Europe, Africa Middle East & South America.

anemic consumer bodies, and the recent introduction of the Zimbabwe Consumer

In other countries effective lobby groups

Protection Act is likely to change that for

quickly calculate the cost(s) of such

the better. Typically lobbyists seek to

behaviour and/or anticipated or actual

Find out more and register online at: customerexperienceworld.com

CICM FELLOW AWARDS

Media Partners Chartered Institute Of Customer Management SATISFACTION • TRUST • POSITIVITY

#johannesburgcs #capetowncs #londoncs #birminghamcs

SIXTH EDITION |

The Customer

SIXTH EDITION |

The Customer

HOW REAL PARTNERSHIPS CAN CREATE JOBS AT SCALE

FROM RIGHT HARAMBEE CIO EVAN JONES NEXT TO HIM HARAMBEE CEO MARYANA LSKANDER NUMBER 3 FROM RIGHT CICM CEO RICKY HARRIS AND CICM BUSINESS DEVELOPMENT EXECUTIVE RINOS MAUTSA DURING THE TOUR OF THE HARAMBEE PREMISES BY CICM TEAM

HOW REAL PARTNERSHIPS CAN CREATE JOBS AT SCALE

olving the global youth unemployment

Harambee partnered with the Department

recognises organisations that have influenced

challenge is a massive feat for any one

of Trade and Industry (DTI) to recognise

job creation in the business process

entity.

impact sourcing as a core mandate for the

outsourcing (BPO) sector, specifically in

country and to amend its incentive program

sourcing employees from under-served and

But for Harambee Youth Employment

to include these inclusive hiring practices as

local communities. Winners were chosen

Accelerator, it can be possible by living up to

key criteria to receive government stimulus.

based on their results and commitment to

the meaning of its name in Swahili of “all pull

The policy change is expected to help drive

inclusive hiring practices.

together.”

catalytic adoption of impact sourcing across

By partnering with business, government,

the entire sector, according to Harambee’s

“People are always under the misconception

Chief Information Officer Evan Jones.

that impact sourcing is high cost and risky,”

industry, associations and many other

Jones said. “We can certainly demonstrate

stakeholders, Harambee is committed to

Through a new five-year partnership with

with empirical evidence and data that there

creating massive jobs for Africa’s young

DTI and the industry association, Business

is a very attractive business case.”

people through impact sourcing. Since

Process enabling South Africa (BPESA),

inception in 2011, the not-for-profit social

Harambee has begun to implement a strategy

Combining its impact sourcing value with

enterprise has made a sizable reduction in

to reach the goal of doubling the size of the

South Africa’s attractiveness right now as an

the staggering unemployment rate,

sector by having 20 percent of all new entry-

offshore location - its BPO industry has

supporting a network of over 500,000 work

level jobs in South Africa – or 10,000

witnessed 20% year-on-year growth annually

seekers, providing over 100,000 jobs and

positions – meet its definition of impact

for the past four years, which is twice the

work opportunities for young people and

sourcing. Having placed thousands of youth

global growth rate of the industry, and three

partnering with more than 450 employers.

in jobs with large operators, Harambee has

times faster than countries like India and the

found that impact sourcing yields lower

Philippines - Harambee hopes to catch the

Still, the crisis remains substantial with

attrition and absentee rates, and high

attention of buyers and elevate its visibility

millions of young men and women between

performance and return on investment.

as a high-quality option.

the ages of 18 and 35 out of work. Building

Earlier this year, the organisation was

on its success as a youth job employment

recognised for its efforts by winning the 2019

* Large portions of this story orginally

accelerator, Harambee is now taking on a

Global Impact Sourcing Award given by

appeared in PULSE, the official magazine

more critical and meaningful influencer role

IAOP® (International Association of

of the International Association of

working with the government of South Africa

Outsourcing Professionals) together with the

Outsourcing Professionals.

to drive mass adoption of impact sourcing.

Rockefeller Foundation.

The award SIXTH EDITION |

The Customer

SIXTH EDITION |

The Customer

CONSCIOUS CUSTOMER EXPERIENCE

Conscious Customer Experience

For it to be lived, every individual has to go

awareness in our brands and how these

oscillations and confusion of the mind are

through a revolution of consciousness. This

provide customer experience. A big-picture

emotions, taking us from the head into the

can be induced by evolutionary impulse,

and long-term view, with and through

heart. Deeper still is the being, the realm of

dramatic change, desperation, suffering, or

awareness, is the only way.

intuition and spirited knowing. The true self

through deliberate work and awakened

lives in the domain of awareness, pure

leadership. Usually it takes a mix of all of these

And so we must first awaken individually. Is

consciousness, and is inherently wise and

factors. In our modern age, this is authenticity

this happening to you? If not, perhaps you are

timeless. This is the home of the new

in action, and authenticity is the new

yet to notice that it certainly is. If you are

humanity. Develop your sensitivity on all

commodity. Whatever business you are in,

aware of it, you can surely see that it needs

levels, foster these in your organisation, and

this is now your core business. Product takes

to be prioritised and furthered, and then

use them to provide a complete and conscious

second place to consciousness, and good

placed at the centre of your role as leader,

service to your immediate and global market.

service is another term for it. Infrastructure

whether that means boss, manager,

and systems must be designed to further it.

salesperson or customer consultant. It isn’t

Make your customer more conscious by being

The customer experience is becoming an

easy but it is elemental and inevitable. It

more conscious yourself, as an individual and

awakened one.

cannot go wrong, as turbulent as it may feel

a business. Your brand will fill with light. This

The light from an illuminated brand spreads

at times.

is the only experience of any real worth at this

to the whole market, not just to actual

time of transformation in human history.

customers, and this can make the world of

If you are already practicing it deliberately,

Intelligent products and services and holistic

difference to humanity, the lives of your

you know the territory and are more than

wealth will follow. Global paradise is afoot.

stakeholders, their relationship with you, and

likely encountering perceived challenge from

the overall wellness of your brand. It’s not a

a resistant humanity. The more experienced

quarterly view but a holistic one, the only

and awakened you are, though, the more

perspective we can afford at this time.

clearly you will see and stay on the enlightened

Intelligence is the outcome on every level and

path, and the more evidence you will have

flow is efficient and non-toxic. Profits become

surrounding and supporting your visionary

multi-dimensional and integrated.

work. There is nothing more pressing in our transforming humanity, and there is also

The process of this is essentially a spiritual ROBIN WHEELER

nothing more rewarding.

one. It is surrender to higher wisdom, letting go of the smaller self into alignment with a

And so, submit yourself to higher intelligence. Release all that is prohibitive to optimal

onsumerism is one primary factor

secret insight and mercenary intent. Buyers

Redemption is in one thing alone, and that is

greater understanding until we are one with

that has corrupted our world and

are sold what they may not need or want and

increased consciousness. This is the real work

wholeness. As un-business-related as this

wisdom. Facilitate awakening in your team

could take it down if allowed to

services are structured around unsound

of customer experience. As service providers,

might sound, it is reflection of how out of date

and your customer. The encounter with a

continue uncontained. The customer has

expectations, often driving people into debt.

whatever our industry, that is our duty to

the old business model has become. The

numinous soul is bound to revolutionise the

ourselves and the world.

ultimate strategy is wisdom, and wisdom is a

recipient and, thus, become a definitive

spiritual quality. The wise have become that

expression and experience of your growing

buying power but not overt wisdom, and so

Unreasonable sales targets may be met, or in

their role in our rapid evolution needs to be

many cases not, but is wisdom prevailing? Is

reset and their deeper intelligence awakened.

the model working for a world in crisis at

So how do we do that? How do we transform

way by acceptance, understanding, presence

brand. This means embracing and integrating

Each consumer needs to realise their

every turn?

ourselves, our offering, our organisation, our

and availability to inspiration. The lower levels

the feminine and the masculine principles,

customers, and, in that, the world? It’s a

of organisational structure and physical

being receptive and decisive as guided by love

responsibility for that happening, which is partly what is transpiring, but the service

Business leadership is not just about making

matter of awareness, that’s all. Everything

functioning extend from the higher. We must

and intelligence instead of fear. It involves

provider needs to take an authentic leadership

money, like it used to be, but making the

else extends from this. With consciousness

be led by the higher.

doing what you enjoy, fostering entrepreneurial

role. The provision and receipt of the

world a sustainable and spirited place.

we can do no wrong and without it we can

spirit and being visionary instead of

customer experience needs to become

Nothing short of that will cut it in the emerging

do no right. One action performed by an

In this state there can be no corruption,

conscious.

economy. It is a matter of survival for the

aware person has a totally different quality

exploitation or mindless destruction, which

species and the planet. If we get it right, we

to the same action performed by someone

is increasingly apparent as the stuff of the

will live in prosperity. If we don’t, all hell will

asleep. And so it cannot be systematised or

dying past. It is a new humanity configured

The past was characterised by thinking, but we all know that buying decisions are made

Consumer behaviour has been largely defined

reactionary, co-creating instead of competing, and thriving on all levels of awareness.

by unconsciousness. People make buying

break loose. Actually, it already has, and

made into organisational policy. It has to be

organically into a new network of

decisions based on subliminal forces, many

everything as we have known it is faced with

awakened in us and lived. This is the new

sustainability. Our work as frontrunners and

on feeling. This little indicator points in the

of which are manipulated by marketers with

either termination or quantum evolution.

level we are reaching for.

service providers is to lead a wave of

big direction I am describing. Deeper than the

SIXTH EDITION |

The Customer

SIXTH EDITION |

The Customer

Robin Wheeler is the founder of BEntrepreneurING, global keynote s p e a k e r, transformational business consultant, and author of the INSIGHTS series of books on ‘being yourself for a living’ plus his new talking point ‘Death is the Ultimate Orgasm’.

GOING BEYOND THE CLICHE OF CUSTOMER EXPERIENCE

the internal machinations of a company, they

judgement calls in responding to a customer

Taking client focus beyond the cliché it has

see the brand and expect the products or

interaction. Too often this is not the case and

become to a truly competitive advantage

services promised to be delivered seamlessly

employees are straightjacketed into rules of

requires deliberate action. Companies should

and not get drawn into a blame game between

behaviour that fail to recognise the invaluable

consider the following. Make client focus a

departments. Why would the supervisors

input they can bring to a client experience.

strategic agenda item and role model it from

and managers think its ok to draw a client

Companies often say their people are their

the top. Top management must not just talk

into internal issues? Why do staff at times

greatest asset, but they hire them and

the talk but walk the business of understanding

behave like poorly programmed robots when

promptly require them to comply with how

what happens in all aspects of the customer

common sense judgements are called for in

things are done rather than equipping and

value chain and engage employees visibly on

customer interactions.

encouraging them to change things for the

client issues. Hire the right people and align

better.

rewards to value-adding customer behaviour

Unfortunately, this and other examples are

across the customer delivery chain. Often

not isolated but all too common a frustration

Secondly, in many organisations management

customer interactions are seen as a sales

of clients in dealing with very big brands. Its

is out of touch with the reality of their

effort, however, starting with understanding

seems very obvious that delighting your

business. Managers measure the wrong

customer needs, to solution design, product

customers consistently in all customer

things and fail to get the real pulse of their

development, manufacturing, finance,

journeys, sales, service, complaints, renewal

business.

Financial and productivity

marketing, delivery, service and exit you need

and exit should be any company’s focus.

measures abound but real time or near real

staff who can empathise with customer needs

Often, effort is put into a great customer

time customer measures lag behind in

and respond accordingly.

experience at sale, but not in other customer

sophistication and use by organisations.

journeys. Research by Cap Gemini and Ernst

Imagine if the CFO of the company introduced

and Young covering 2007-2013 found that

This is often compounded where an

himself as – ‘I solve customer problems and

customer experience leaders created 20%

organisation has a good news culture that

also look after the company’s finances’.

Going beyond the cliche of Customer Experience

more value than the S&P 500 index.

suppresses negative information as much as

Measure the right things, and take action on

Worryingly only 5-10% of large companies

possible or coats it in a softer light than the

the right metrics. Rather than a yearly survey

get a great client experience consistently

reality would suggest. Failing to invest in a

on net promoter score with long term insights

right. So why do so many companies get it

ruthless focus on the customer at all levels

on trends, have a daily measure of number

wrong and what can they do about it?

and across all functions increases the risk of

of customer’s waiting more than 5 minutes

a slow puncture failure. There are companies

to speak to a call centre agent and take steps

Professor Roger Martin in the Execution Trap

going through slow puncture failure right now

to shorten the wait time in the next week. It’s

argues that the reason why implementation

that seem healthy because they are focused

amazing that it is a common experience for

of strategy often fails is because there is a

on financial and productivity measures (lag

many customers to wait up to 40 minutes on

false distinction between strategy and

indicators) and not what their customers are

a call before speaking to a call centre agent.

execution, with the ‘higher ups’ in the

experiencing right now.

Make top management accessible. Nothing

brainlessly executing it. The problem with

The third important contributor is failing to

like the CEO getting customer complaints

that characterisation he argues is that it leaves

think like a customer. Organisations design

direct to his office.

employees as choiceless doers implementing

processes for customer interactions that they

a strategy from the top. What is required is

would never design for themselves as

Being truly customer centered is a continuous

to see strategy and execution as intertwined

individuals. Why would a company ask you

journey that if done with passion,

and involving a cascade of choices, with

to fill in the same details that you supplied to

thoughtfulness and rigour can transform a

management making broader strategic

one division when dealing with another? This

company’s fortunes. Ultimately solving client

choices and employees making daily choices

is because customer journeys have not been

problems and offering them a consistent and

aligned with the strategy. This approach is

thought through pro-actively with a clean

great client experience can be a source of

important because it releases employees to

sheet approach but often evolved as an

great competitive advantage.

use their brain, to make common sense

amalgam of processes over time.

THE CUSTOMER WRITER

organisation setting strategy and the staff

any of us have experienced that

intervene, realising that that customer name

annoying, unhelpful call centre agent

may have been captured wrong and use

engaging with you like a robot reading from

alternative means to verify the customer. He

Another customer trying to get a refund from

a rule book and woefully failing to address

realised the customer had a very unique set

an internet provider for 2 months when their

the issue at hand. The examples abound.

of names and that the way he pronounced

service was down was shuffled between

Take the customer who found himself arguing

his surname did not match the spelling of it.

technical support who logged the claim with

for several minutes with a call center agent

He asked the client to spell his surname and

finance and finance who were to approve it

about his name in responding to a security

very quickly satisfied himself as to his identity.

with the two departments blaming each

question. It took the call center manager to

Why could the call centre agent not move

other. Customers could not care less about

beyond the rules and think outside the box?

SIXTH EDITION |

The Customer

SIXTH EDITION |

The Customer

gets an organisation’s mind focused on client

GOING BEYOND THE CLICHE OF CUSTOMER EXPERIENCE

STop LYNN BAKER

Confessions Of A Customer Experience Addict!

I 60

SIXTH EDITION |

The Customer

f you’re battling with understanding the

started over 10 years ago when I attended the

them with great success. I felt like a service

complexities of CX, you’re not alone!

Disney Institute – Customer Service Quality

expert!

Like many of my peers in the CX industry,

course at Disney World in Florida. I was

customer experience has gone from being a

ecstatic with my learnings and took the Disney

Fast forward a few years and suddenly

mere fascination to a profession in a very short

service philosophies back to the company I

customer service is now only one part of a

space of time. My dabbling in the cx space

was working at the time and implemented

much more complex concept called customer

SIXTH EDITION |

The Customer

REWARDING CONVERSATIONS GOING BEYOND THE CLICHE OF CUSTOMER EXPERIENCE

experience and I am no longer an expert in

it, because I have spoken to many colleagues

If you’re feeling a bit confused about the

the field, but merely a novice in what is being

in the cx profession who have also felt

complexities of rolling out a customer

termed the age of experience! The fascination

overwhelmed, confused and conflicted about

experience strategy in your business, I would

for this subject that has evolved so quickly,

the why, what and how of implementing a

highly recommend you look at the CX

compels me to explore the concept in more

customer focused strategy into their business.

University online course. Subsequent to my

detail. I visit every website on the subject,

In May 2018, I could no longer live with the

year long training, CX University have

subscribe to hundreds of blogs and download

frustration that my passion for CX was causing

introduced their CX Executive online training

endless eBooks from Amazon on anything

me, I was determined to find a way to finally

series, which covers the 6 key pillars of cx in

remotely related to customer experience. In

understand the subject.

a more concise and shorter time period

my effort to educate myself, I ended up being

format, but still gives proponents of cx a clear

bombarded by hundreds of emails, newsletters

After endless hours of searching for cx courses

understanding of the subject, as well as great

and social media alerts on cx every day.

and training online, of which there are many,

hints and tips on how to implement it in a

I came across the CX University online course,

business environment.

There was so much more to customer

which appeared to address my needs.

experience than I had ever imagined! I felt

I carefully considered all the information and

Disclosure : I have not been paid to write this

blasted from every direction with information

finally decided to embark on what would

article, I am merely sharing my personal

I didn’t understand, ranging from voice of the

become one of the most valuable learning

experience and I hope it is of some help to

customer, data analytics, ai, predictive

experiences of my life. I took the CXU bundle,

other customer experience addicts.

analytics, quantitative & qualitative research

which covers the 6 key pillars of customer

and cx strategies that I got to the point of total

experience and takes one year online.

overwhelm. It was just all too much, and I

Admittedly, there were times when I

didn’t know where to start to piece it all

questioned my sanity for taking on a yearlong

together.

challenge, spending many of what were supposed to be hours relaxing, in front of my

By the beginning of 2018, I was still receiving

laptop learning. But this is one of the

hundreds of emails and social media alerts

challenges I’ve taken that really paid off for

every day on cx. I had done numerous

me.

customer experience training programmes; been back to Disney to attend the CX Summit

On the 14th February 2019, I finally passed

and I still felt more confused about cx than

my ‘Customer Experience Specialist’ exam

ever. Now, I don’t believe that I am a rocket

and received my CXS Certificate – the first

scientist by any stretch of the imagination, but

person in South Africa I might add, a very

by the same token, I don’t believe I’m the most

proud moment. I finally feel that I have a

stupid cookie in the jar either. I just desperately

confident grasp on the complex concept of

wanted to get a clear, concise understanding

customer experience and I’m able to

of the total concept of customer experience,

implement it

LYNN BAKER - PROUDLY – ‘CUSTOMER EXPERIENCE SPECIALIST’ – CX UNIVERSITY

but I didn’t know where to start. into my business, as well as share it in a clear, Now this is not an advert, it’s a testimonial of

concise format with my clients, who are

my personal experience and I wanted to share

grappling with the same challenge.

SIXTH EDITION |

The Customer

SIXTH EDITION |

The Customer

SIXTH EDITION |

The Customer