The writer speaks on the importance of communication in companies and ways of getting it right
Imagine a world without communication and/or wrong communication all over, always. Visualize the chaos and confusion that would persist all around and the type of human behaviour that one would experience. The same is the situation of customers of those companies which do not communicate properly with their customers. Absence of communication and wrong communication, deliberately or out of sheer carelessness, both lead to chaos and confusion among customers, ultimately leading to customers’ dissatisfaction and annoyance. Shekhar, a friend, was a victim of such ‘wrong communication’ and later ‘no communication’ from a reputed hypermart chain dealing in electronic goods. Here goes the plight of Shekhar, as narrated by him. Shekhar’s 32 inch LCD TV failed and he wanted a new TV. So he decided to visit this well-known and customer friendly hypermart in Goa, along with his wife. They saw all the available brands and models of TVs and decided to buy a 52 inch LG smart TV. The sales representatives checked for the stock availability at the local store, but since this particular model was not in stock at Goa, they checked for the availability at the Pune and Mumbai stores, where it was available. They told Shekhar that since the TV set will have to come from Pune, it will take one week’s time. As Shekhar already had another
working TV in his bedroom, he agreed to the proposal. The sales representatives were quick to complete the billing formalities and Shekhar paid the entire cost of the TV. They again informed Shekhar that the TV will arrive directly to his residence within one week and the installation will be done within 24 hours, after that. That was very much fine with Shekhar. One week passed and there was no sign of the TV, nor there was any information or update about the same. On the 9th day after the purchase, Shekhar tried to reach out to the store’s sales representatives or someone who would give him some information. But to his bad luck the phone call, on the only number that was printed on the bill, was answered by a customer care representative from Hyderabad. Upon inquiry this
representative showed ignorance about the purchase. He kept Shekhar’s call on hold and said he is connecting to the Goa outlet to get information about the purchase order. It was 9 minutes hold and the representative was back on the call saying that there is no response from the Goa outlet. So Shekhar asked what is to be done next, to which the representative said that he would book a complaint about same and that will be addressed soon. Shekhar was disappointed. He decided to visit the store personally and inquire about the TV. Next day, Shekhar came to the store and enquired with the sales representative about the TV. The representative took the bill, told him to wait and went o check for the delivery status on computer system on the other end of the store. Another sales person joined him. About 10 minutes passed and Shekhar was waiting to get some reply from the sales representative. But there was no sign. So he decided to walk up to them and inquired what happened? The sales reps said that there was a mistake
from the Pune store. They have not dispatched the TV to Goa, rather they dispatched it to some other customer and now there is no stock of this model available with them or with Mumbai store. They further informed that they can adjust the money already paid towards any other model that is available with Goa store and the difference in price
to be paid by Shekhar or they can order the TV model from Delhi store and that will reach Goa in about 12 days’ time. Shekhar was totally disappointed and frustrated by now. He demanded that his money be refunded and that he wants to see the store manager.
The Problem
This is a case of total communication failure at all levels of the organization leading to a customer’s frustration. In the first place, this store communicated wrong information and gave false promises to the customer, which it did not even attempt to keep. Secondly, there was no attempt from the store’s side to follow up on the order and keep the customer updated about the status of his purchase. Third, the entire approach of the store and the sales representatives was not customer-friendly. Rather, a very careless and unprofessional attitude towards customers was displayed by this store; a ‘We don’t care about you’ type of attitude.
The Solution
Success of most organizations lies in getting its communication with the customers right. Communication at all the levels and from all sources has to be right at all times. Customers believe and trust the inputs and information coming from an organization, and they expect that the organization adheres to what it communicates. If the store had promised that the TV will be delivered in seven days’ time, then the store should have ensured that the TV is delivered to the customer within this time, against all odds. And if it’s getting delayed due to some unavoidable circumstances, then proper advance communication should have gone to the customer. Here’s what is expected from organizations in terms of their communication with customers:
Be Truthful: Every word of communication to customers through all sources has to be truthful. Do not communicate, even by mistake, anything that is not true. Customers expect transparency and authenticity in an organization’s messages to them, either through advertisements or through its representatives. And, they expect that the organization honours those communications.
Respect your customer: Understand, that a customer pays for the owner’s and employee’s salary. Customers visit a business because they believe that they will be treated with respect and their feelings will be cared for; that’s the minimum a customer expects from businesses. Deceptive communication and false promises are a sign of disrespect to the customer and should be avoided always.
Follow up and provide continuous updates to customer: What is expected by customers is accurate communication from the organization. The status of what has happened about their purchase or request and what is the future course of action taken by the organization. Without communication and updates, a customer is confused and lost – leading to development of fear, anxiety and doubts in his mind. Thus it is essential to provide continuous updates to the customer especially in remote waiting.
Promise only what you can deliver: It is unethical and illegal to promise what a business organization cannot
deliver. To win customer trust and respect, organizations must only promise what it can deliver in the designated time period. Rather it would make better sense if the businesses can deliberately ‘under promise and over deliver’. That will certainly make more customers happy and satisfied. C o m mu n i c at i o n with customers is important, but getting it right is even more important for organizations to retain its customers
(The writer is a Founder Director, Saldots Academy; corporate trainer and facilitator; former chairman of Goa Management Association. Email: pradeepsalgaonkar@gmail.com)