Building a culture of excellent customer service – a saleswoman’s perspective, Nana Akua writes

Embracing Electronic Banking Sales

I love sales, especially in electronic banking. The world is changing fast. Selling e-products offers great opportunities. Digital transformation is now the norm in banking.

In my experience, excellent customer service is essential for sales. Many relationship managers and business executives agree on this point. However, some only pay lip service to it. They see it as a cliché or just another training session.

As a saleswoman, I believe that great customer service shapes success. It empowers our sales efforts in this digital environment. Here are my thoughts on why customer experience matters.

Why Customer Service Matters

A 2011 Harvard Business Review study found that 57% of customers base loyalty on their first interaction with a business. Think about it: how many times do we return to places where we were treated poorly? Most people never go back after a bad first impression.

Customers have many alternatives today. Therefore, getting that first encounter right is crucial. Excellent customer service keeps customers coming back and builds trust.

When customers feel valued, they become ambassadors for your brand. Positive word-of-mouth can significantly influence potential buyers.

Key Pillars of Excellent Customer Service

To achieve excellent customer service, we must focus on key principles:

1. Professionalism: Know your products and services inside out. Customers appreciate when you demonstrate expertise and efficiency.

2. Responsiveness: Customers expect immediate responses to their needs. Quick solutions make them feel special and supported.

3. Empathy: Understand the customer's perspective to serve them better. Relating to their concerns helps build strong relationships.

4. Consistency: Deliver excellent service every time without fail. Customers should always receive top-notch support from you.

5. Going the Extra Mile: Your role doesn’t end after closing a sale. Check in with customers regularly to ensure satisfaction and offer additional value-added services.

Knowing important dates in their lives can also strengthen your relationship with them.

By following these principles, we can gain trust and foster loyalty among our customers.

I look forward to celebrating at the next excellent customer service awards event!

*Nana Akua Owusu-Ababio is the Head of E-Banking Sales at Prudential Bank Limited (PBL). She leads the adoption of various digital banking solutions for existing and prospective customers.*