Customer Service Must Be at the Core of Business Strategy
Marketing Communication and Technology Consultant Stephen Naasei Boadi has urged businesses to place customer service at the centre of their operations, describing it as a critical driver of growth and brand loyalty in today’s digital economy.
Speaking on Business Breakfast on ZED 101.9FM, Mr. Boadi stressed that customer service should not be treated as a back-office function but as a core component of every successful business.
“The starting point is to acknowledge that customer service is at the heart of the business. Your customers are key to your survival and growth,” he said.
He criticised the common practice of assigning inexperienced staff, including interns, to handle customer service roles. According to him, such individuals often lack adequate knowledge about the company’s products, services, and brand values, making it difficult to meet customer expectations.
Mr. Boadi emphasised the need for businesses to invest in skilled personnel and provide the necessary resources to ensure effective service delivery.
He further noted that customer service in the digital age extends beyond traditional phone calls and emails. With the rise of social media, customers now wield significant influence, and complaints can quickly gain traction and escalate into major reputational issues.
“Today, when a customer raises a concern and it resonates, it can easily trend and become a crisis,” he explained.
To address this, Mr. Boadi advised organisations to adopt proactive strategies by deploying tools that help them better understand customer needs and expectations. He said businesses must anticipate potential sources of dissatisfaction and take steps to prevent them before they arise.
Using the hospitality industry as an example, he highlighted common customer complaints such as long waiting times, poor hygiene, and unhelpful staff. He noted that frontline workers, particularly in restaurants, must be well-informed and capable of engaging customers confidently, underscoring the importance of product knowledge in delivering quality service.
“I always tell my clients in the restaurant business that until your waiters have tasted the food, they should not be serving it,” he added,
Mr. Boadi also stated that businesses that prioritise customer experience, invest in competent staff, and anticipate customer needs are more likely to build strong brands and maintain a competitive edge.
He further advised businesses to adopt a more strategic and measured approach to handling customer complaints, particularly in the digital space.
Mr. Boadi cautioned against the tendency of organisations to rush into responding to every complaint without proper assessment.
According to him, the first and most important step in managing complaints is acknowledgment. He explained that when a customer raises an issue, businesses should promptly recognise it and assure the complainant that the matter is being investigated.
Mr. Boadi noted that this approach helps to calm dissatisfied customers while giving organisations time to gather accurate information.
