Updated: May 25, 2021
Recently, I bought a loaf of bread from a local shop in my neighborhood, and while eating it, I chewed sand twice. That was too ridiculous and unbearable for me. What went through my mind immediately was that the Baker or Producer must be an irresponsible fellow. Checking through the nylon packaging, I spotted the producer’s contact and sent the following message.
“Dear sir/ma’am, there is no time I eat your bread without chewing sand. Today’s experience was bad. Please pay more attention to your hygiene. Perhaps, this feedback will help you do better.”
That was about the third time I bought and ate that particular bread due to necessity. It was not my usual brand from the supermarket.
Not quite long after my message, the producer appreciated my feedback and apologized for the lousy service delivery. While in the discussion, he passed on the blame to the local shop. This aspect got me disgusted because the bread is usually delivered to the local shop already wrapped. I had expected him to take full responsibility for the poor services rather than trade blames. I interjected by saying to him, “so you don’t like customer complaints?” He recalled himself and made a remarkable statement, “You are my customer. I cannot consume all the bread I produce.” However, the call ended on a good note.
I waited for a few days afterward to see if the man would call again to follow up and find out if I had bought another bread and what my latest experience was. He never did, though I never rebought the bread. He lost me and may lose others or the business in the long run. I want to assume, therefore, that; he had done nothing to improve the quality of his product.
Sometimes or occasionally, we can have something go wrong with the products or services we offer. What makes the difference is the attitude we give to it and how much care we volunteer to the customer. The quality of our responses to customer complaints or feedbacks determines customers’ loyalty and the market share we can command.
The Bible says,
“Do you see a man diligent and skillful in his business? He will stand before kings; he will not stand before obscure men” (Proverbs 22:29 Amp).
Businesses can go as far as the entrepreneur’s diligence can permit it. Diligence is more than hard work. It speaks of efficiency in our processes. A bad customer experience is a negative publicity to any business. Products and services consumers just want their exact needs met, and how they are served goes a long way to show how much care they have received. Diligence can settle all this. The Bible also says about responding to an unhappy customer;
“A gentle response defuses anger, but a sharp tongue kindles a temper-fire” (Proverbs 15:1 MSG).
Dear Christians entrepreneurs, I shared this personal consumer experience to draw your attention to your business and the customer’s following truth in a quick summary.
You are in business because there is a consumer somewhere willing to buy your products or services. The consumer is the reason you launched your business idea.
The consumer is your source of money.
When a customer gives complaints, he wants to stick with you, therefore seeking satisfaction.
Do not see complaints as the customer nagging.
Take full responsibility if things go wrong, with a promise to remedy the situation.
One dissatisfied customer can shut down your business in these days of social media, where information spread fast.
Always work on customer feedbacks intentionally. Pay a visit, if need be, and let them know the improvement you have made.
Do your best to retain your customers and consumers (end users).
Business is not all about you but about the customer.
Your decisions must be a reflection of what the customer wants and not what you want. Think from the customer’s mindset.
Structure quality control systems in your business.
Never allow negative images and publicity in your business.
We can have better businesses where the customer is happy to relate with us regularly. By the grace of God, we can afford to be diligent in our businesses and enjoy growth by how much we increase the quality of our customer relationships.