Acclaimed
fastest growing and most innovative telecommunications company in Nigeria,
Etisalat, has reaffirmed its commitment to customers, saying they are first on
its priority list.
This assertion was made to DigitalSENSE Business News by the Chief Commercial Officer, Matthew Willsher, at the 2013 Customer Centric
Summit in Lagos, put together by Montgomery West Africa, during panel discussions.
Speaking on Etisalat’s customer-centric
DNA, he said this earned the mobile operator, the first-ever Nigerian
Communications Commission (NCC) award for ‘Excellent Service and Effective
Collaboration with the Consumer Affairs Bureau to ensure access to Customer
Care Help line.'
As said by Willsher,
customer-centricity meant a total committed approach to delivering lasting and effective
customer experience.
“Etisalat understands how to respond to rapidly changing
customer needs. Needs are only discovered through interaction, which is a
strategy that can help manage and forestall more issues. Continuity is a key
focus as well, in going a step forward to provide value. When customers pay,
they pay for value,” he said.
The Etisalat CCO underlined the fact
that platforms for achieving this include digital media and round-the-clock care
that make customer access pain-free.
“By interaction, an organization is
able to collate customer issues, pay attention and create long-term solutions.
Also, the ability to speak with customers in their locations should be at the
forefront. This is why Etisalat has hundreds of Customer Experience Centres
across the country while keeping online care lines open 24 hours for easy
global experience as well as focusing on specific market segments. The mission
is to keep people first and satisfy customers always. We aim for superior,
memorable experience and go a step ahead by appreciating customers through
rewards. The result is happy customers who spend more, recommend more and stay
longer,” he said.
Equally, Managing Director, Montgomery
West Africa, Tori Abiola, highlighted the importance of paying attention to
what matters to the customer, stressing “Customer experience is about emotions
and emotions are about people. At touch-points for instance, what matters could
be the approach of an organization’s customer experience attendant. While
considering various business strategies, it is important to also take a look at
the internal atmosphere. The right customer experience drives retention,
competitiveness and future business growth by motivating customer centric
decisions.”
DigitalSENSE Business News recalls that the
maiden Customer Centricity Summit was held at the Intercontinental Hotel in Lagos, for a three-day with the theme “Service
Experience – What does Customer Centricity Mean for Business?”
Chuks Egbuna/GEE
... Making SENSE of digital revolution!
Pix L-R: General Managing Director, Artee
Group (Spar and Park n' Shop), Haresh Keswani; Managing Director, Montgomery
West Africa, Tori Abiola and Chief Commercial Officer, Etisalat Nigeria,
Matthew Willsher
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