Friday, October 31, 2008

Customer Service Delight Or Disappointment?

I take my hat off to the taxi driver who took the initiative to install wireless modem in his vehicle. One action and he’s able to differentiate himself from the herd. He has transformed himself from a cab driver to a businessman.

He knows his target market well and what this specific group of people needs. He provides that need and hooks them. His customers are happy, and he’s happy.

But how many people can see beyond the investment he’s made? Not long ago we hear many noises complaining about the need to install seat belts that are eating up profits of small bus operators. Yet they fail to see that’s only a one-time investment, but the benefits from longer-term business and more referrals make them the ultimate winners at the end of the day.

Thinking 3 steps ahead of your customers, anticipate what want and provide for that need sounds like common sense and logical, yet in reality, it is not that commonly seen and experienced. That’s why that man has to be saluted for being so proactive and knowing how to tap into this group of business men who are truly time-starved.

If this is such a killer tactic, then why isn’t anyone doing this besides him? Are they only focused on their short-term issue of cost that they either didn’t see the long-term advantage; or they saw it but didn’t dare to do it because they fear that it won’t last and customers will flock away?

Perhaps this all boils down to one question: How hungry for business are they? I’m referring to all businesses and not taxi drivers.

Earlier, I brought my cable TV set-up box to a retailer near my home and was told that they have run out of stock. The shop assistant then offered to check for stocks at another outlet, and I was glad they have what I needed. But, I was to go there to get it myself.

I asked if they can bring it over to this outlet, and they said no because they were short of manpower. The man even told me that there is only one guy manning the shop. I gave him a look of disbelief as I knew there’s usually more than one person in the store. I voiced out my query and he felt that he had no choice but to call them again to request the stock transfer, only to be rejected a second time.

That’s it. I only had one option – go over to that outlet to get the box myself. They aren’t going to entertain a potential customer by providing a service. They’re simply telling me – take it or leave it. I left.

I doubt they’re hungry for business. Or maybe they aren’t earning a penny for extending such a service. Or maybe, they know they have the upper hand as I seem to be the one who’s desperate and not them. If this is the case, they could be right. So it all depends on how unhappy I am with them to decide if I’m going back to get the box when new stocks are in. 

I guess, when it comes to commodities, what wins customers over is customer service. The reason why I choose to buy a handset at a particular retail shop is not because it has a nicer set. It’s all the same, isn’t it? It’s because of their service.

Last night, I took a cab from Novotel Clarke Quay Hotel to Robertson Quay Hotel. Yes, laugh at my stupidity if you want for you’ll be totally forgiven for this. I’d like to hit myself too. It was only after I reached my destination then I knew how “near” these two places were. However, the taxi driver didn’t communicate this to me.

Because my sister and I were having sore feet from all the walking and searching, we decided to take a taxi. We ended up alighting at The Quayside. The taxi driver said he didn’t want to make one round, so he asked if he could drop us there, telling us the hotel is just next to it. I saw the sign reading “Gallery Hotel” and I repeated my destination. He said “yes, the two hotels are beside each other”. Fine, we alighted.

And we were lost.

After a few enquiries with passer-bys, bartenders and what-have-yous, more walking around and perspiration, we finally found the place. To my amazement, it was just across the river facing Novotel hotel. And we had made one big round to a wrong place. In 10 minutes, my wallet was $8 (thanks to the $3 CBD surcharge!) lesser for a trip that didn’t bring me to where I wanted to go.

Did the taxi driver provide a service that is worth that price I paid? In my opinion, absolutely no.

Which leads me to ponder over this question: How close is our PM Lee’s vision to have excellent customer service in this country as one of our unique selling points? Rather should I ask how far?