How To Win Friends (and Customers)

HSBC is an epitome of 1st class customer service. I decided to become loyal to them after an encounter with a call agent few days ago. I’ve been using HSBC credit card since year 2001 and I foresee myself using it for another 30-40 years. What will be my customer lifetime value to HSBC?

Just the other day, I realized my credit card was due few days ago. I hate paying unnecessary fees. In this case, a RM5 late payment penalty (for being forgetful). Without haste, I paid the full amount at the cash deposit machine after my office work. Then I call HSBC to request for a waiver of the RM5. Without hesitation, the call agent agreed to waive off the RM5 on the spot. I was surprised that the call agent had the power to make that decision. I was expecting the call agent to replied, “I will put your request in for consideration”. Instead, the call agent considered it on the spot and made a decision. A decision which I favored and appreciated. Rarely, companies favor the customer’s request or needs. Most times, companies’ needs or policies come 1st. Customers come 2nd. Sometimes 3rd too. In Malaysia Airlines case, passengers from developing countries come in 3rd.

With that pleasant and satisfying encounter with HSBC call agent, it made me wonder whether the justification of merging several local small banks into a large bank in order to compete with international banks (HSBC, Citibank) makes logical sense. Chances are if you are a big bank with every branch or ATM in every city, town or fishing village, you will never have my business if you cannot understand the importance of putting me 1st. If you refuse to waive of the RM5 late payment penalty when I request it, I’m walking into a HSBC branch.

Can the local large banks rise to the occasion? The way HSBC rose to the occasion when I called. Boleh,tak?

EQ Trained Frontliners

An article entitled "Emotional intelligence on the front line" by McKinsey is so refreshing. The article highlighted the cause of poor customer service by front line employees. The cause is not easily comprehended by businesses because emotional intelligence is not a common human resource issue. Emotional intelligence does not have a place in workplace. Emotions and work do not mix (as claimed by most businesses).

Below is an interesting finding from McKinsey.

"Although companies are investing record amounts of money in traditional loyalty programs, in customer-relationship-management (CRM) technology, and in general service-quality improvements, most of these initiatives end in disappointment. According to Forrester research, only 10 percent of business and IT executives surveyed strongly agreed that business results anticipated from implementing CRM were met or exceeded."

The finding highlighted new technologies or processes cannot make a customer satisfied or loyal. People plays a critical role in improving service quality or rather, delivering 1st class customer service. Have you ever felt satisfied or happy dealing with a company's latest technology or 'streamlined' policy or processes? I have not. I derive pure joy (and loyalty) when a customer service personnel treat me well and with respect.

Also, can we automatically assume employees know how to handle an angry or unhappy customer? Chances are most businesses think their employees know. If not, businesses will be investing millions in technology, processes AND people! Probably, a formal training in emotional intelligence may do the trick. In turning a casual customer to a loyal customer. Then, you and I will not experience a coin throwing incident.

Show Me The Money!

A recent trip to Dubai by the Tourism Minister, Datuk Seri Tengku Adnan Tengku Mansor made him very angry. He was angry because the Arabs and travel agents in Dubai told him that the Malaysian taxi drivers and traders overcharge them, the cabs stink and the poor knowledge by unsmiling frontliners. Probably, the tourism minister is shocked because he was expecting the Arab tourists to say nice things about Malaysia. He must be expecting the same response as the usual response you would see in TV3 when the tv crew goes around town interviewing the western tourists. (The standard responses are 'Malaysians are very nice, warm & friendly'. Malaysians, especially Malaysia Airlines hostess, treat westerners extra nice).

The ironic part is whether the tourism minister would be angrier if his fellow Malaysians told him the same thing. I guess probably not. Why? My take is because his portfolio (responsibility) is tourists, not locals. The second reason is spot on. He said, “We need their business. They spend three times more than visitors from other countries.”

So my fellow Malaysians, if you want frontliners to smile at you, you got to increase your spending (at least the same amount as the Arab tourists)! Boleh,tak?