While some traders behave the way they do because they are ignorant of the effect their attitude can have on customers, there are others who just don’t care. They believe strongly that only those destined to buy from them will buy. This is a very shallow minded attitude and one that has sent many traders out of business while wrongly putting blame on witchcraft and the likes
By Rebecca Adeniran
Today’s customers are at the centre of buying and selling. This is why around the globe, businesses both small and large do their best to satisfy their customers.
Customer service is key to customer satisfaction, because customers aren’t just not only influenced by the quality of goods and services they are offered, but are also influenced by the way the they are attended to. This is why in today’s world, one big advantage in increasing sales and business growth is effective customer service.
However, in Nigeria, especially amongst the petty traders, customer service doesn’t play any role to them. Most traders do not seem to care about how they attend to customers during-sales or after-sales service. This act of not valuing customers is very prevalent across Nigeria, even even more so, in Abeokuta.
Shola and her friends, all of whom are Corps members just recently posted to Ogun State had recently gone to the popular Olorunsogo Iyana Mortuary Market in Abeokuta South Local Government, to get some soup items. On getting there, the response of the woman to their salutation wasn’t satisfactory but they still proceeded with their business of buying from her. After buying what they needed, they made a jest asking the woman to add an extra (jara) as it is normal in our part of the world. The woman then resorted to insulting them, saying would they ask for jara if they had gone to get things at a supermarket?
It has been gathered that the type of attitude displayed by the trader referenced above is very common amongst many traders around Abeokuta, the Ogun State capital, even though not everyone of them behave that way
This of course didn’t go well with the ladies who in turn decided, they will not approach that woman anymore to get things.
Although, the said trader may not have realised that, but she had just lost a set of potential faithful customers to another competitor as a result of poor customer service. While some traders behave the way they do because they are ignorant of the effect their attitude can have on customers, there are others who just don’t care. They believe strongly that only those destined to buy from them will buy. This is a very shallow minded attitude and one that has sent many traders out of business while wrongly putting blame on witchcraft and the likes.
It has been gathered that the type of attitude displayed by the trader referenced above is very common amongst many traders around Abeokuta, the Ogun State capital, even though not everyone of them behave that way. The reason for this is unknown but regardless of what could have led them offering terrible customer service to customers, it is a suggestion that NGOs, government agencies and respected individuals in Abeokuta should work on enlightening these traders on how displaying good gestures in speaking and acting while selling, is a vital part of an excellent customer service and how far these can influence their business sales and make everyone happy.
Rebecca Adeniran, a Communicator, writes from Abeokuta, Ogun State.
