The people in our company who interact with the customers can make or break a lot of things concerning our brand and organizational image. Whatever could be our strategy, planning and projections, if the people at the front desk mismanage customer experience, it all crumbles.
So, the way your receptionist treats your visitors, the tone with which the telephone operator greets a caller on phone, the manner in which your watchman behaves when a visitor comes in, the treatment that your counter sales person gives to a customer, the manner in which the waiter handles a guest at a restaurant – these are all the critical points where a lot of problems, disappointments, grievances and heart-burns to the customers occur. Most of the customers’ problems arise when they are treated badly by the front desk or the customer service people or call centre. If this starting point of trouble is taken care of, a lot of back-end work can be avoided.
This is more crucial for a service organization. I had a recent experience where a timely, sensible action could have saved a lot of headache and hardwork from back-end team at Airtel.
As is the case with many irresponsible and tired front-end people sitting on the customer-facing desks of many powerful service brands, the employees at Airtel Relationship Centre (ARC) at Malad-West once more mishandled one name-transfer request from us. Their carelessness cost us 10 days of a disconnected phone, which could have been done in 48-hours, as promised by them.
Finally, Mahesh Narkar, a senior at Andheri office of Airtel handling transfers and customer verifications, took charge of the case and moved the things swiftly. If Airtel is a good brand, (which, as a customer I firmly believe it is), it is because of the people with strong initiative and customer focus like Mahesh Narkar.
But, Airtel can be much better, if the callousness at ARCs is reined in. A lot of unnecessary work for people like Mahesh will be saved only if the front-desk people take care of handling customers well. A stitch in time can save a lot many in future…!