EDITOR – A recent comedy skit by our own Trevor Noah drew my attention to how South Africans have become so accustomed to being at the receiving end of mediocre service that we have just become apathetic and accept that there's nothing one can do about it.
Trevor Noah pointed to his experience at a major food retailer and created a whole satire about how the cashier didn't greet him, looked absolutely unhappy and frustrated and appeared to be there doing the customer a favour. At the end of swiping the items she very abruptly asked him “plastic” referring to whether he needed a packet. Now that experience may just be satirical but how many of us have experienced this type of service and can identify with it.
Restaurants are also a place where one is definitely not getting value for money in terms of both service and quality. We are all too familiar with what happens if you complain about the food or drink that has been served in restaurants. The strangest thing is that we continue to tip waiters even if the service is mediocre or poor and even when the food is not up to our expectations – we patrons feel obliged to tip. My rule is don't support the restaurant ever again and tell your associates of your bad experience.
It has become more important than ever for companies to listen to their customers and respond to problems as they arise. A recent study has found that only one in four consumers anticipates receiving excellent service from most service providers and retailers. This sadly implies that we have become quite accustomed to inferior service.
Results show that there is more anticipation of good service from cellphone providers, supermarkets and, banks with 38 per cent of South Africans expecting to receive top notch service from cellphone providers. The lowest expectations of good service is held for airlines, car dealerships and gyms. Although expectations of good service are highest for cellphone providers, banks and supermarkets the likelihood to switch to another provider is also highest for these entities. This implies that while consumers have high expectations to receive good service they are also most likely to switch to a service provider that offers more or better in terms of service and value.
Times have changed and the South African consumer has become more responsive vis-a-vis his/her expectations and cannot be taken for granted. Experience is 10 per cent what happens to you and 90 per cent how you react to it.
Sicario
Durban
