Building Customer Experience

Figure 1 Family Life Association of Eswatini Staff during Customer Service Training.

Manzini – The Staff and support staff of the Family Life Association of Eswatini (FLAS) received training on how to maintain customer satisfaction, as part of customer service capacity building. This training is part of a series of extensive rejuvenation exercises from the management to ensure quality and top tier customer satisfaction within the organization. Customer service is the act of providing service to customers before, during and after purchase.

Building Customer Experience is the ultimate way of ensuring customer satisfaction, this is through designing an ultimate customer experience within first visitation to the facility. The way customers or clients perceive an organization is through their first encounter with that organization. The Family Life Association of Eswatini prides itself for being a Youth-Centered Organization, which ultimately translate in its services being youth friendly, relevant and approachable services. Being a youth friendly center has natured professionalism and a welcoming culture within FLAS facilities.    

To maintain customer satisfaction means a comprehensive understanding of your clients/ customers, by understanding your customers means it will be easy for your organization to communicate with its audience and same applies to the audience. This entails proper research into the customers behavior and trends, that will reveal the preferred channel of communication alongside the image customers have about the organization. The goal is to always have top of mind status amongst the customers and maintain a positive brand image within the customers, this will be achieved through a properly designed customers experience.

 Goal of Building Customer Experience.

The goal is to convert first time customers to continuing customers and continuing customers to advocates of your organization, by creating a memorable experience first time customer will have a positive and lasting impression about the organization and that will encourage them to continue using the facility, by doing so they have been converted and that will translate to them being advocates of the organization. This is achieved through developing a “meet and greet” attitude with employees and proper “self-care”.

Figure 2 FLAS Executive Director making his remarks during the Training. 

Dealing with different customers will have an impact on a person’s emotion and character, that is why it is important to have a self-care routine with a work schedule. As an organization is said to have “no emotions”, the drivers- employees of that organization has emotion and they suffer from fatigue, burn-out and all emotion related stress, it is then important for organizations to put in place factors that will ensure that employees are well taken care of. This may include therapy sessions, refresher outings, sufficient stuff and an open culture where employees can help one another and create a conducive working environment.