Every customer deserves quality service if truly the axiom that; the customer is king is still meaningful in this age.
In other words, a customer’s physical or social attributes must be rendered inconsequential as far as excellent service delivery is considered.
It is therefore, saddening when divisive factors such as the; race, class, literacy level or color of a customer interferes with the kind of service delivered to him or her.
Now I have heard and witnessed inequality in different spheres of life. But the pattern of inequality that has kept me stunned over time is the inequality in service delivery on the basis of the varying level of customer expertise in spoken English.
Seriously, it is awkward and unpardonable for a service provider to mistreat a customer on the premise of being illiterate. And then it is a taboo when the customer’s spoken English is used to measure literacy level and service qualification in the market.
It grieves my heart when a sales person at a departmental store would delightfully serve a young customer that appears to speak good English and then downgrades even an elderly customer that wobbles while communicating. The worst is that the fact that whether the customer with poor English command makes higher purchases will really be inconsequential. What matters is the packaging and the swag.
Let me share with you 5 strong reasons why a customer’s poor english command must never lead to poor service delivery.
I will set aside the regular defense that English is not our mother tongue. That should not even be a defense. You will surely find that out here.
- The seller is meant to please the customer and not the other way round
A service provider or business owner is meant to create values aimed and pleasing the customer. If there is any party to ensure better communication, then it must be the service provider.
All the customer needs to bring to the market place is demand and money. The onus lies on the business operator to ensure an enabling atmosphere and engagement that will lead to excellent quality service delivery.
And so it is a service crime to expect a customer to always have a good command of English in the market. Rather, you as a business person is expected to find out the best possible way to effectively communicate with the customer.
- The customer’s English command will not add to your profit line
You are in business for the money and not for the grammatical masterpiece. I have never seen customer literacy as an item in the balance sheet of any firm. And so why should a customer’s poor English command count against the innocent customer?
Your interest should be on what the customer is bringing to the table- and that is patronage. And patronage guarantees sales and regular turnover.
- Your business will soon lose their patronage
Too bad if you are operating your business in a developing nation like Nigeria where a majority of the population are not literate. The fact will be that most of your prospective customers will definitely lack good command of English.
And if you continue to deny them of quality service, then be sure to rapidly lose their loyalty and patronage.
- It is every customer’s right to be delighted
Whether you like it or not, it is the right of every customer to be satisfied with quality service delivery. This universal principle is not dependent on the customer’s literacy level or grammatical prowess.
Several consumer protection agencies and other service regulatory bodies are by law empowered to help customers seek service redress.
- Always appreciate humanity and show honest empathy
Above all, we must strive to uphold kindness and positive values towards mankind. That illiterate customer with poor English is first a human being like you. And to me, this is sacrosanct.
If we embrace the virtue of honest empathy, then the idea of inferior classification and treatments in the customer service space will suffer a natural death.
Poor spoken English must never condemn any customer to receive poor service delivery. It’s an unfair equation in life.
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