The Plight of the Jamaican Customer (Naming Names)

The above sentiment was expressed via a social media channel last month. To say this customer was disgruntled, is an understatement. Imagine having to wait almost an eternity to get to a Customer Service Representative, only to be dished out terrible treatment when you are finally dealt with.

Observe that "Commercial Banks" were addressed in this case. The writer of the post further shared by way of a comment that he had experienced similar service by not one, not two but that it was "...…after a series of examples of poor customer service I experienced from three different banks ( not 3 different branches of one bank - three different banks. separate and different unrelated issues - in all instances I felt raped abused hurt and wounded - and still suffering from the bad taste of the after effects. I must confess in one of the instances executive management got involved and moved quickly as I threatened to write publicly about the abusive behavior of the staff. I often wonder about the contempt meted out to those who ordinarily can’t access Senior Management and are unable to articulate the nature of the abuse they encounter as customers and just settle consoling themselves that “ a so the ting set”"

As you may or may not have figured, the majority of additional comments was in support of the post and quite a few persons had similar experiences. To satisfy your curiosity, I have included a few of these comments below:

"I've worked with several customer service agencies abroad and I've done reviews for several banks including BOA, Citi, TDB, Chase and others, and I've grown accustomed to international service standards. Unfortunately, Jamaica ranks the worst in providing services to customers, especially in financial institutions where our hard-earned money is invested"

"I agree completely. I told one the other day that with all the fees they take from my account I am paying them to treat me badly, disgraceful!"

"I totally agree with you, and to think that we're charge monthly fee then their customer service should be tap a tap (you know what I mean) going to the banks in Jamaica is like going to the hospital."

"Not only the Banks, but in the Supermarket and MOST CUSTOMER SERVICE JOBS in JAMAICA...We NEED to IMPROVE to be COMPETITIVE IN THE WORLD OF TODAY"

"I concur. It sucks. I wonder if Mr. Patrick Hylton, Mr. Earl Jarrett and other CEOs visit their branches unannounced."

"Forget the staff for now...start at the top! The leadership is shaping the culture and attitudes of the support! No buy-in, no change!"

Sadly this is the plight of the Jamaican customer; and while the customer who made this expression was lashing out at Commercial Banks in particular, the sentiments are very similar among others who have had to do business with service providers in other industries - Hospitality, Healthcare, Food Service Providers, Immigration, Customs, Construction, Retail..Did I already say, "Healthcare"?

Personally, I have had numerous sub-par encounters with institutions that should view the customer as "king", as the saying goes. Needless to say, I, too have requested a Manager, have gone as far as writing complaint letters to corporate offices, and in most cases have just taken matters into my own hands by addressing the shoddy service giver on the spot.

So, what gives? What is at the root of this sub-par customer experience that has seemingly become the norm in the Jamaican business community? Have these institutions gotten so caught up in profits that they have forgotten the people? Is it that with the injection of technology in service, service providers have become detached and aloof? Have they forgotten the human element that belongs in service delivery? If that is the case, then it would make perfect sense to replace all human element with that of robotics! If things do not improve, I believe this is where we are headed.

Additionally, have they forgotten why Jamaica has secured so many nearshore investors over the years and in recent times by way of call center job provisions? These investors speak highly of the skills that exist in our country, particularly in the area of Customer Support. Are we sending a message that we have had enough of such investment? Or since these call centers generally service international clients, then they go overboard to ensure that those customers are satisfied? This then, begs the question, Do we Jamaicans not deserve excellent service from our own Jamaican service providers?

I can assure these shoddy service providers that not addressing this issue will eventually have a negative impact on your bottom line.Your offerings are not unique to the populace and hence, customers are not averse to switching to corporations that show with every interaction that their customers' business is important to them.

Note also that in many of these instances, an apology for a delay, a smile, a simple "please" and genuine, "thank you for your business" will do a lot to appease a customer.

Case Study : U.S Chicken Chain Chick-fil-A is Beating Every Competitor by Training Workers to say 'please' and 'thank you' Read full article here - https://www.businessinsider.com/chick-fil-a-is-the-most-polite-chain-2016-10

Feel free to share your thoughts in the comments section.

To be fair, there are businesses that go above and beyond to make customers feel appreciated; and this has become the signature for these entities. In defense of one of such, a commenter to the above post stated, "Not all my friends..on the contrary, the Service at FCIB twin gates has been consistently good..."

I must also agree with a few other comments to the post, that, contrary to previous years, service at the Tax Offices has seen a complete turn around. I no longer dread having to visit the Tax Office as it is a refreshing experience whenever I do business there.

In closing I want to reiterate a point that was made in one of the comments to the post in question, and it is that if these service providers are interested in making a change, then this change must start at the top. The people who are the decision makers have to first, see the need and then take the necessary steps to address this growing problem. Recently TOVO has been reaching out to some business entities, offering our Customer Care Training services. Unfortunately, not even one of these business has acknowledged receipt of our proposal, much less to agree to this training for their staff. Speaks major volumes!

Despite this, I still believe there is hope. If you are one of those institutions ready and willing to make that step in the right direction, feel free to contact us to find out how we can work together to achieve your Customer Satisfaction goals.

Talk soon!

TOVO Communications.