The ‘big five’ attract millions of visitors to our unique game reserves scattered across our beautiful land. In my view there is a ‘big five’ in terms of Customer Care (CC). We’ve covered four of them; attitude, going the extra mile, courtesy and small things count.

These are distinctive resources we can daily choose to uplift our personal lives, which would also impact the businesses where we are paid to serve customers. These ‘big five’ are the magnets that attract and keep external customers loyal and hence sustain company profits. Yes, it is all about the bottom-line. Customer Care is the very core of business. The word pictures I’ve been painting of the ‘big five’ in CC are compelling. I believe they are at the heart of what draws colleagues to work in unity, and finally satisfies the paying customer. The fifth portion of this effective CC cocktail is efficiency. It is the focus of this column.

Drinking hot chocolate on a cold winter’s day is a good analogy of efficient service. We just sit back and relax while the job is done to our satisfaction. Whether it is service given at a garage, shop, SARS, cinemas – anywhere, efficiency makes every situation one where you can calm down.

Today I stopped at the garage around the corner to fill up and check the usual things for my car. Selina, who has worked there for twenty four years, greeted me and all customers with a big smile. She was immediately joined by Bongani, who teamed up with her to do complimentary chores. Within minutes I was ready to drive off. This is a team of two who work in tandem to ensure that all is done in the minimum amount of time, with the best of attitudes. I sense that many more cars pass through this Total service centre leaving with the same feeling as I did today – “Totally Satisfied”.

A reader submitted this story to me about the best and worst of efficiency, experienced in one day. En route to Bronkhorstspruit on the N4 they stopped at the Exel garage to make use of the ladies’ cloakroom. Efficiency at its best greeted them. A spotlessly clean ablution area with small vases of fresh flowers placed along the basin slab; floors spic and span, and even the black plastic bags for the waste bins were neatly placed in the bin - real attention to detail. The reader looked out to compliment the lady cleaner, but she wasn’t on hand at the time.

The fruit of her efficient work, however, is what left them with a lasting impression of Exel garage cloakrooms. It proves that we don’t have to be present when people are enjoying the result of our efficient services. The signs tell all.

A half hour later they arrived in Bronkhorstspruit to have a totally opposite experience. The inefficiency of the licensing department created this contrast. They had to queue for three hours to pay for a booked learner’s license! Slow-moving clerks worked tediously without a glimmer of a smile, as they directed a queue of hot and bothered customers to have eye tests and make payments to do the test.

Internationally acclaimed Customer Service expert Dr David Freemantle, in his excellent book “Incredible Customer Service,” lists 14 keys to providing efficient internal and external Customer Care. I’ve met Dr Freemantle on many occasions. He will be delighted that I share some of his insights with you.

• Keep promises to colleagues and paying customers
• Answer your telephone within five seconds
• Email responses to be done on the same working day they are received
• All letters and documentation to be responded to within two working days
• Five minutes is the maximum waiting time in a queue
• A positive attitude. This is linked to gratitude. Gratitude that we have a job and a customer to serve
• Honesty and openness. Honesty is the best policy. Admit a wrong, and correct it immediately

Food for thought
“We are what we repeatedly do. Excellence, then, is not an act but a habit.” - Aristotle

Maeve’s contact details are: Tel/Fax (011) 706-0666 and cell 083-458-7770 or email This e-mail address is being protected from spambots. You need JavaScript enabled to view it

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