|When? June 18-19 | Event? Customer excellence conference | Venue? Crowne Plaza Bahrain Hotel
Globalisation has not only made the world smaller but also intensely competitive. This business conference looks at reviving the work ethic through customer-centric philosophy.
The 2nd GCC Annual Customer Excellence Conference trains the spotlight on meeting customer expectations, an important concept that might just be the differentiator between business success and failure.
Dr Suhail Jouaneh, a customer care and work ethic expert from Jordan and the main speaker at the event, feels that any business that is not customer-driven is doomed to fail.
“It’s the customer who draws the map of the business. Many organisations focus on competition, yet we need to remember that it’s the customer who pays our cheque and not the competitor. We need to direct our attention to our customer simply and mainly,” he says.
The expert will dwell extensively on the importance of cultivating the right attitude and work ethic, and its impact on customer care. For starters, he believes individual responsibility is very important.
“We need to assume responsibility of our actions, overcome the negative aspects of culture and work on ourselves with a determination to change. We need to ‘feel’ deep in our hearts that we exist in the business because our customers allowed us.”
For those who argue that the Arab world is in need of Japan’s work ethic, Dr Jouaneh says the region would do well to build on the Arab culture, with its underlying ethos of generosity and hospitality, rather than copy any foreign work ethic.
“The way we welcome our guests is outstanding. This should be the solid base of hospitality for customers today. So it’s okay to say the customer is king, but let’s treat our customers as we treat kings.”
The human factor
The quality of human capital is an important factor in the delivery of customer service and for the overall development of a services-oriented economy.
“The human factor, and in particular the ‘team’ unit, is fundamental in building service cultures of excellence. Companies need to invest in their staff, whether in terms of training or balanced motivation, to leverage the service. That’s a big part of change in mindset. I cannot take care of my ‘visitors’ if my house is not well prepared,” he says.
This works on the concept of the ‘internal customer’ where companies take good care of their staff in order for them to serve the ‘external customer’.
“A second change in mindset would be: my customers come first, they have the upper hand and they determine my business strategy, so let me treat them accordingly,” he adds.
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