Tuesday, October 29, 2013

Summit’13: Customers first, our priority says Etisalat

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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