During the 7th Accra Weizo Conference in Ghana, organized by AKWAABA African Travel Market and Ghana Tourism Authority, Mrs. Priscilla Wellington, CEO of Customer Service Africa, delivered a compelling presentation on the importance of setting acceptable standards for customer service in West Africa.
She emphasized that customer service is a crucial pillar for business growth in the region.
Customer service is crucial for the growth of businesses in this region. It is one of the pillars of today’s business environment,” Mrs. Wellington stated. She highlighted a report by Grand View Research, which valued the global customer experience management market at $7.6 billion in 2020, a 16.9% increase from its $6.5 billion valuation in 2019. The market is expected to sustain a compound annual growth rate (CAGR) of 17.7% from 2020 through 2027.
Mrs. Wellington stressed the need to set customer service standards in West Africa for several reasons: Improved customer service can boost economic development by attracting foreign investment, meeting international standards will allow West African businesses to compete globally, and consistent standards help ensure compliance with local and international regulations. Additionally, standardization fosters innovation and smooth integration across the region.
Standards provide clear guidelines, ensuring consistency in quality, performance, and behavior. They help maintain and improve service quality by setting benchmarks. Some of the key benefits include improved customer satisfaction, as consistent, high-quality service increases customer loyalty and retention. Enhanced business reputation is another benefit, as companies that meet standards gain a positive reputation. Increased customer retention occurs as satisfied customers are more likely to return, reducing churn and increasing repeat business. Moreover, improved customer service attracts foreign investment, boosting economic growth.
Mrs. Wellington outlined a comprehensive plan to establish customer service standards in West Africa. The process begins with defining customer service standards, establishing clear philosophies and methodologies. An innovative committee should be formed, gathering industry representatives, government officials, and customer service groups to brainstorm and develop ideas.
Next, existing customer service standards in West Africa should be researched to identify gaps and pinpoint best practices. These standards need to be adapted to suit each country’s unique needs, considering culture, language, and regulations. Effective implementation requires training and capacity building.
The proposed standards should be piloted across various industries and countries. Feedback must be collected and standardized to refine the standards. Gaining adoption and endorsement from governments and associations is crucial. A monitoring system should be established for ongoing evaluation. Finally, there should be continuous improvement and refinement of the standards to ensure seamless customer service delivery across borders.
Mrs. Wellington’s presentation highlighted the vital role of customer service in driving economic growth and global competitiveness in West Africa. By setting and adhering to high standards, businesses in the region can improve customer satisfaction, enhance their reputations, and attract foreign investment.
