Back to basics in customer service delivery in SMEs. Practical approaches shared at Vodafone SME summit in 2016 by Dr Andrews Akolaa

1. CUSTOMER SERVICE DELIVERY
BACK TO BASICS
VODAFONE AFRICA SME SUMMIT
GHANA ACADEMY OF ARTS AND SCIENCES
ACCRA
Dr. Andrews Akolaa
14th October, 2016

2. MICRO ENTERPRISES MAKE UP 90% OF
SMEs in Ghana

3. SMEs IN AFRICA

4. FACT CHECK
• 4 out of every 5 jobs created globally
comes from SMEs(world Bank
Group)
• SMEs contribution to GDP in higher
income countries is about 55%
• Those in lower income countries is
17%

5. FACT CHECK
INDIAN
EMERGING MARKET
• Over 30 million SMEs
• SME contribution to GDP 20%
• 45% of total Industrial output
• Creates 1.3 million new jobs annually
• 40% of total exports
Source Ghana eService Portal

6. FACT CHECK
GHANA
• SMEs make up 92% of all
business registered in Ghana
• SME contribution to GDP is about
70%
• SMEs contribute 85% to total
manufacturing employment
source Ghana eService portal

7. THE BIG QUESTION
SERVICE

8. THE CUSTOMER DICTATES NOW!
Customer
sophistication: more
educated, global travel
and cross experience
with affluence,
Increasing competition due to
service innovation and
technology
Convergence of
markets as the world
becomes smaller and
closer with conversion
of cultures
No option Than to step
up to the game

9. VALUE OF CS DELIVERY EXCELLENCE
FACTS
• The customer holds the keys to your survival!
• It cost 5x more to acquire a new customer
than to retained existing ones!
• A satisfied and delighted customer becomes
your advocate.
I can
Swear by
it
He says

10. SO HOW CAN OUR SMEs SURVIVE
WITH CUSTOMER SERVICE?
ONE!
• Clarity of the purpose of business is critical to
winning!
• This goes beyond your vision, mission and
values!
• It situates the outward focus of the business
within!
• It places premium on how the organization
should view and conduct itself in relation to
customers! (Graham Kenny)

11. SHARING THE EXPERIENCE
REA GROUP
• Our company’s purpose is “to make the
property process simple, efficient, and stress
free for people buying and selling a property.”
• “This is what we’re doing for someone else.”
And it’s motivational, because it connects with
the heart as well as the head. Indeed, He
termed it the “philosophical heartbeat.”
Greg Ellis(CEO) REA GROUP

12. TWO
• DEFINE THE RIGHT PROMISE AND OVER
DELIVER THEM!
• We call it delight!! Delight
Promise
Delivery 1
Delivery 2
Dissonance

13. TWO CONTINUES
• Do not promise what you can not deliver!
• This is the biggest suicide in customer service
delivery
The
moment
of truth
Artisans within the Ghanaian
SME Space most guilty

14. THREE
People Matter!
Hire the right people with the attitude for the
job
Train and maintain the consistent

15. FOUR
• Build the customer centric culture within your
organization. Build a culture that is consistent
with the purpose of your organization and let
it permeate the entire business
We Speak
Same
language

16. FIVE
• Know your customers inside out!
They are unique to you.
They have unique requirements and they must
be met at all time to be retained!
MILIKUS IN TEMA
• Senior Guys
• No music
• Like to discuss politics
• Beer must be Chilled at all times
AFUA’S PLACE IN EAST LEGON
• Young business executives
• No Music
• Football is their craze
• Networking

17. SIX
• Give your customers value for money!
• Value = price = benefits
• Customers are discerning and analytical do
not take them for granted!!!

18. SEVEN
A measurable, realistic step approach to delivering service
Mma Abaah operates a small corner shop in her
neighbourhood in Bolga
What is her approach to delivering service once a prospect
enters her shop? She greets and finds out about family
Has this become a way of doing business? Yes and never misses
the opportunity !
Does her staff understand and operate with this principle and
culture? They are known for caring about Neighbours!

19. SEVEN CONTINUES
• Kwasi Jones Operates a Traditional Susu Business in
Amakom in Kumasi.
• Does Kwasi have a daily list of customers? Yes!
• Do the customers know when he arrives daily for
cash? Yes they do!
• Do they know how long it takes transact and leave
them to continue business? Yes they do!
• Does he adhere to the routine without fail? Yes He
Does!
Kwasi has a Blue Print to work with his customers

20. EIGHT
Utilize your
size as SMEs
for
competitive
advantage
Quick
decisions
Speed to
market
Grab the
first mover
advantage
in blue
oceans
Flexibility,
Agility and
Dynamism

21. NINE
Emotionally
Connect with
your customers Afua’s Place experience
What’s up group of database
Birthdays
Weddings
Funerals
Graduations etc
A perfect
Example

22. TEN
• Have a big ear for
Customers!!
• Customer feedback is free knowledge
• Knowledge is the secret of power
• Its all you need to make success of your business

23. RICHARD BRANDSON SAYS

24. ELEVEN

25. SOME PROPOSITIONS FOR SME
DEVELOPMENT
• Must be a comprehensive SMEs development
strategy for Ghana as a matter of urgency!
• NBSSI-Ministry of Micro, Small and Medium
Enterprises like (India)
• NBSSI- Small and Medium Enterprises
Development Authority (Indian)

26. END
‘Leadership Makes A Difference’!
(Dr. A. A. Akolaa)
THANK YOU