Finally,
Something is being done
Mark
Twain once observed that everybody talks about the weather but nobody does anything
about it. I think the same could be
said for customer service.
We all know that looking after customers is key to business success but a
recent phone survey of the Top 200 New Zealand companies has revealed that
many do not have a senior person with responsibility for customer management.
Furthermore, most receptionists at these companies had no idea who to refer
the caller to. It was left to the caller to suggest that perhaps the sales
manager of the marketing manager might have some interest in customers. Contrast
this with North America where most publicly listed companies have a member
of the board with responsibility for ensuring the company is able to look after
its customers.
To make matters worse, in New Zealand those people who are involved in customer
management have to struggle alone. We have associations for trade organisations,
professionals such as doctors and lawyers and for sales and marketing people.
But we do not have an association for customer service professionals. Ironically,
although we all like to through off at local government for being bureaucratic
and internally focussed, there is an association for people working in customer
services in local government. The last conference of theirs I attended had
over 600 delegates.
Speaking of conferences, in the private sector there are no New Zealand conferences
dedicated to customer service, CRM, customer satisfaction, and customer retention.
This makes it difficult for people working in these areas to hear about the
latest research, keep up with overseas trends or compare notes so they learn
from each other.
We don’t recognize those people and organisations that look after their customers
either. There are awards for the entrepreneur, marketer, exporter, and executive
of the year but nothing for customer service professionals. There are business
excellence awards but no customer excellence awards. It seems we recognise
people for achieving in all areas except the one we claim to know is the key
to business success. I think, in the words of Tom Peters, we are paying advanced
lip service to the idea of customer care.
I’m pleased to say that all of that has changed.
Earlier this month, the New Zealand Association for Customer Excellence (NZACE)
was formed. This association has been created to promote, encourage and support
excellence in customer care. Membership is open to any individuals or organisations
in the public or private sectors who work in the areas of customer service,
customer satisfaction, customer loyalty, CRM or call centre management. It
may also be of interest to people in sales and marketing. Basically, if you
want to keep your customers for life, this organization is for you!
NZACE will organise monthly meetings for its members in Auckland, Wellington
and Christchurch where members can exchange ideas and listen to leading edge
speakers. NZACE will also organise the annual New Zealand Conference on Customer
Excellence which will be held in Auckland September 7th & 8th.
NZACE will also run the New Zealand Customer Excellence Awards to recognise
and celebrate those organisations that do an outstanding job of looking after
their customers. There will be eight organisational awards, three individual
awards and one supreme awards. Winners will be chosen using one of the most
robust judging procedures in the world. Awards will be presented at a gala
dinner on September 7th as part of the annual conference.
If you wish to learn more about these exciting developments in the world
of customer management and the benefits you will receive by belonging to NZACE,
or if you would like to join, visit www.nzace.co.nz.
It could make all the difference. After all, customers are not important
to your business; they are your business. So, any help you can get to look
after them better is worth having.
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