EICT Institute – Newsletter Vol. 1 No. 3
“Cheerful face is better than the second gift, (Arab proverb)”. The second gift might mean giving seat to a guest or offering him/her a soft drink to relinquish thirst. According to Wikipedia, “generating loyal advocates of the brand might mean exceeding customer expectations. Creating customer loyalty puts ‘customer value rather than maximizing profits and shareholder value at the center of business strategy”, etc.
In reference to the above illustrations, I would like to narrate part of what I discovered from small business owner(s) while I was trying to create customers for my friend; tech entrepreneur (Mr. A).
Mr. A, has been into the ICT service before I started my own. Both of us have worked together on occasion basis, sometime, he seeks my professional advice when people consulted him on some businesses formation. He would outsource for my service to teach CCNA course (Cisco Certified Network Associate) whenever he gets students that applied for the program. In a nutshell, Mr. A also sells fairly used computers and some other ICT gadgets.
One day, Mr. B contacted me that he’s trying to setup ICT business centre which his wife would be managing, and based on his small capital, he preferred to buy fairly used computers to launch the business. I therefore directed Mr. B (aspiring entrepreneur) to meet Mr. A (tech entrepreneur) in his office and explain how he wants to setup the business centre.
Notably, there was no any formal partnership deed signed between them and no warranty on the supply of any equipment. Few days later, Mr. B gave phone calls to his supplier (Mr. A) that he had convinced his wife about the business centre and they needed 4Gb of RAM, 500 Hard Disk Drive, coupled as a system unit for them and that they would later decide on the inches of monitor (VDU) to buy from him or from another market. Mr. B concluded his request that he could only afford to pay 22,000 naira only (60 U.S. Dollars). Mr. A (supplier) said, “The amount is too small but let’s see what I can do about it. Instantly, Mr. B (client) made mobile money transferred and followed it up with another phone call requesting the delivery of his good.
Mr. B received the fairly used computer; he powered it and aimed to start using it. He had one customer standing by to be attending to on online registration. Then, the computer system was rebooting frequently. Mr. B was disappointed and apologized to the standby customer who wanted to carryout online registration assignment.
I, the mediator received several missed calls on my phone, from both Mr. A and Mr. B, the former complained about the 22,000 naira (60 U.S. Dollars) which was too small for the system specifications of equipment which his client requested, and all he could do was to insert 1Gb of RAM with 500 Hard Disk Drive. The latter lamented the malfunction of the computer he had purchased one day ago, requested for the refund, also, he’s no more interested to buy anything from Mr. A because he is not a reliable supplier, etc.
Dear aspiring entrepreneur,
- Have you seen how lack of technical skill or not being an artisan in line of the business affected Mr. B?
- Have you noticed that Mr. A (supplier) did not duly exercised ethical behavior in a business? He received Bank alert and not wanting to miss the amount because he wants quick profit.
Below are some scholars’ quotations on creating customer loyalty.
- Customer goodwill is one of the ways to reinvest performance outcomes, where there’s no customer goodwill, competitive advantage might fail in the long run.
- The fruits of competitive advantage such as increased market share, improved customer satisfaction or simple survival, all contribute to the value of the firm.
- Exceptional strong service should be provided all the time so as to maintain delightfulness. It is the delighted customer who is likely to stay with the firm, and improve overall customer retention.
Do not hesitate to seek our advice on how to create customer loyalty for your product or service.
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