Aptronics, a local fully integrated corporate IT solutions and service provider, believes customers can only experience total satisfaction - the so-called `total customer experience` - if the company itself promotes a culture of service delivery.
However, all too often, in a business environment that is driven by the need to make quarterly earnings targets, this level of dedication to the customer is forgotten in the race to rather just `make the sale`.
This is according to Appie Pema, managing director of Aptronics.
"The IT supply chain - from vendor to distributor to reseller - is known to be extremely competitive, and is no exception," Pema stresses.
"However, a service delivery culture, and the total customer experience, is about so much more than merely `making the sale` - it is about what happens after the sale, and the development of a long-term relationship with the customer," he maintains.
"Furthermore, it is something that must flow from one`s conviction that superior customer service only comes from consistently exceeding customer`s expectations," Pema maintains firmly.
"Basically, your staff will not believe in this if you as management do not only believe in it, but also set the example practically, 24 hours, seven days a week, 365 days a year - it is an all-out commitment to excellence, which must be lived passionately through the actions of each and everyone in the company - from management to kitchen staff, drivers, administration and technical staff," he explains enthusiastically.
"The entrenchment of a service-delivery culture is also something that is far easier to practise and maintain when times are good, and business is going smoothly," he points out.
"It is certainly much harder to maintain when there are supply chain, operational or administrative problems, and things do not flow smoothly or go according to plan. In this instance, rather than getting frustrated, or simply abandoning the company culture of commitment to service, one should communicate openly with the customer about the problem.
Usually, customers appreciate this realistic, upfront approach to problem-solving. If one handles a difficulty correctly, rather than perceiving it as an instance of non-performance on your part, the customer will see you working hard to rectify the problem and this can actually turn out to be a positive example of yours and your organisation`s commitment to servicing the customer with excellence - no matter what the circumstances," he adds.
"In this way, the relationship with the customer is further strengthened; and, when challenges next arise, your successful track record in sorting things out and maintaining service excellence will stand you in good stead with the customer," he comments.
He goes on to point out that the staff within an organisation should not simply be expected to absorb the service delivery culture like sponges, unthinkingly.
Says Pema: "Staff can only foster a meaningful attitude to customer service if they understand why they are expected to do so in the first place. With real understanding, comes empowerment - staff who understand the benefits of customer service will be empowered to really deliver this effectively.
"For this reason, sales staff should be trained to focus on creating a `total customer experience` for each and every customer - rather than purely on making sales. The sales and profits will flow automatically from a loyal base of happy, fully satisfied customers," he explains.
In much the same way as Pema believes staff should be empowered to provide the total customer experience, he also advocates empowering one`s customers, by providing them with the power of choice.
"We always aim to fully educate our customers on all the solutions and products available, that are best-suited to his or her particular need, and budget, at that point in time - but we believe a vital part of ensuring a successful total customer experience is by ensuring the customer is enabled to make an educated choice about what is best for them, ultimately," he concludes.
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Aptronics is one of SA`s few truly black-empowered corporate IT service providers.
We are committed to delivering integrated, innovative IT solutions that respond to the challenge of today`s evolving and dynamic market, and which increase our customers` competitive-edge through the addition of operational value.
Aptronics is a close-knit team of highly skilled, certified professionals providing products, service and skilled support to numerous corporate clients. We have in addition established strategic business partnerships with world-renowned vendors.
Our total solution area does not only encompass the provision of hardware platforms and software applications, but also initial consulting and customer need analysis through to liaison with customer staff members and installations.
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