2010 is five years away - and our service still sucks

There are at least 10 things South African companies should do to fix customer service before 2010:

1. The customer is king. Every single person in the organisation should be aware of this concept. Without a customer, the company, product or service would not survive.

2. A service attitude has to come from top leadership. Leaders have to buy into the concept that great service to your customer has so many spin-offs such as client retention (the client actually does not want to do business with anyone else!), increases customer base through word of mouth, differentiates you from your competitors, and hence increases profits. Bonuses to executives should be based on how happy the organisation's clients are. Just because the company has made profits, does not mean that you have loyal or even satisfied customers.

3. What gets measured gets done. Research and track your customer satisfaction.

4. Ensure that your customer experience reflects your brand promise. Deliver service that is aligned with your brand. There is no faster way to lose a customer... over-promise and under-deliver.

5. Empower your staff. Give them the tools - training, technology, processes, infrastructure and accountability - to give your clients best service.

6. Happy staff will translate into happy customers. It is essential for leaders to 'get' the concept that staff morale will directly impact on how your customers are treated.

7. Ensure that all your processes, technology, business strategy, etc, always also asks - will this make it better/easier for our customers to do business with us?

8. Employ people with the right attitude. A service-oriented attitude is essential. When something does go wrong, something is done.

9. Complaints are such great opportunities to develop lasting customer relationships. Companies should employ a service 'good cop' or a management service executive with clout who is responsible for following up on service issues.

10. Reward and recognise your staff for delivering great service. Nothing is more motivating, and it sets the benchmark for others in your organisation. Make these staff your company role models. Put them on a pedestal and show them off.