Mbinkar Fomunyuy is Customer Service Consultant & Master Trainer. CCSP, AMABE, MBA. He is the CEO at Institute of Customer Service Cameroon and Cameroon’s Country Representative for American Certification Institute (ACI), USA.

Today, Mbinkar will share with us why businesses fail in Cameroon and how to turn the figures.

Come to think of this, ” A bank having 10,000 Clients, with 20% of accounts dormant, yet they are searching for new clients”. ” A mobile operator seeking new leads, with 10% of its clients leaving them”. Where is the rational?

It is 6-7 times more expensive to acquire a new customer than it is to keep a current one. (White House Office of Consumer Affairs).

There is a 5 – 20% Probability of selling to a new prospect and a 60-70% Probability of selling to an existing customer (Marketing Metrics). The problem is, in Cameroon, it is just business as usual.

We have a great staff, well trained, big titles like ” Head of Customer Service”, ” Client care manager”, but nothing is done to ameliorate service quality. Impossible objectives are given to front line staff and no real diagnosis is done to ensure they are able to deliver a unique experience to each client. Customers are so frustrated and no one to talk to.

You can take this from me ” The future of Cameroon businesses lies in the hands of Customer service heads”. Service quality is so poor that a little effort differentiates you from competition.

Cameroon businesses need to identify all customer touch points. Clearly define all possible ways in which your customers get in contact with your brand: before, during and after consumption. Start eliminating administrative bottlenecks, procedures that are not customer friendly, staffers that have a poor service attitude.

Begin cultivating a service culture and let everyone be part of the story. Let it be in the DNA of every staff. Create a positive first impression on all new customers and make up for poor service delivered before. These are three actions steps:

  1. Start with a customer Service Audit.
  2. Do a customer service training of your staff.
  3. Implant a feedback system.

A business output is not left to chance, it is a well calculated and action-oriented result. The reason every business exists is to serve Clients. Mastering the client and making his/her entire journey a memorable experience is the peak of business achievement and the greatest differentiating factor.

Mbinkar K, F. CEO, ICS Cameroon www.icscameroon.com fmbinkar@icscameroon.com


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