Well dear readers,
I've expressed, in the past, satisfaction with Banco General. It's generally a good bank, with efficient processes, online banking, etc. But no bank is perfect, and the extremely disappointing experience I had today, with a lady named Maria del Carmen Osorio at the Albrook branch (across from the airport) is proof of that. I was made to wait and waste a lot of time because of the bank's failing. She felt it wasn;t
her fault and so refused to apologize. She literally acted as though apologizing would cause her physical pain. All I wanted was for someone to say "we're sorry we inconvenienced you." That was, apparently, too much to ask.
Today, an article in La Prensa on customer service in Panama highlighted the problem. Visitors say that Panamanians are wonderful, welcoming people. Yet they always rank us very low when it comes to customer service.
Why?
I've discussed with some local friends who are well-traveled and who have worked in large international corporations (abroad) with well defined customer service practices. We've brainstormed and come up with a few basics.
1- The customer doesn't pay my salary, boss...you do! THERE'S LITTLE APPRECIATION FOR THE CUSTOMER BECAUSE SERVICE REPS ARE NOT TAUGHT THAT, WHEN ALL IS SAID AND DONE, THE CUSTOMER IS THE ONE PAYING THEIR SALARY. THE DAY YOU CEASE TO HAVE CUSTOMERS, YOUR JOB DISAPPEARS. EVERY SINGLE CUSTOMER IS IMPORTANT AND SHOULD BE TREATED LIKE A VIP.
2- I don't like apologizing. IN MAJOR CORPORATIONS, THE FIRST LESSON IS: AN APOLOGY DOESN'T COST YOU ANYTHING. IT'S THE CHEAPEST, MOST EFFECTIVE WAY TO CALM AN UPSET CUSTOMER (WHETHER OR NOT THE CUSTOMER IS "RIGHT") AND TO EARN LOYALTY. IT NEVER HURTS TO SAY "I'M SORRY FOR ANY TROUBLE." IN SAYING THIS, YOU'RE NOT ADMITTING YOU WERE WRONG; YOU ARE SIMPLY VALIDATING THE CUSTOMER'S FEELINGS. AND BY THE WAY, THE CUSTOMER'S FEELINGS ARE
ALWAYS VALID.
3- It's not
my fault. SERVICE REPS HAVE A TOUGH JOB. THEY ARE THE FACE OF THE COMPANY. IN A HOTEL, FOR EXAMPLE, A FRONT DESK MANAGER IS ACCOUNTABLE FOR ALL COMPLAINTS. POOR SERVICE IN THE RESTAURANT...WRONG DRINK AT THE BAR...LAUNDRY SERVICE RUINED MY CLOTHES...IT DOESN'T MATTER WHICH INDIVIDUAL ACTUALLY UPSET THE CUSTOMER. THE SERVICE REP IS BEING PAID TO ACT CONCERNED AND APOLOGIZE FOR DISAPPOINTING THE CUSTOMER. WHEN YOU REPRESENT THE COMPANY, YOU
ARE RESPONSIBLE.
4- I'm having a bad day. YOUR CHOICE: EITHER HIDE YOUR FEELINGS OR TAKE THE DAY OFF. DON'T TAKE IT OUT ON THE CUSTOMER. AND NEVER TAKE A CUSTOMER'S COMPLAINTS PERSONALLY.
5- I wear a suit, therefore I am a professional. NO. YOUR OUTFIT DOESN'T MAKE YOU A PROFESSIONAL. YOUR BEHAVIOR DETERMINES WHETHER OR NOT YOU ARE A PROFESSIONAL. A PROFESSIONAL NEVER GOSSIPS OR TAKES PERSONAL PHONE/CELL PHONE CALLS IN FRONT OF A CUSTOMER. A PROFESSIONAL NEVER ROLLS HIS/HER EYES OR MAKES FACES. A PROFESSIONAL NEVER LOSES HIS/HER COOL, EVEN WHEN DEALING WITH AN IRATE CUSTOMER. A PROFESSIONAL NEVER SAYS "NO" OR "I DON'T KNOW," BUT RATHER "I'M SORRY THAT'S NOT AN OPTION, BUT HERE'S WHAT WE CAN DO" OR "LET ME FIND OUT." A PROFESSIONAL NEVER JUDGES A CLIENT BY HIS/HER APPEARANCE (SOME OF THE BIGGEST VIPS WEAR SHORTS AND T-SHIRTS).
6- It's not
my job to document complaints. ABOVE ALL, A PROFESSIONAL NEVER ARGUES WITH A CUSTOMER OR REFUSES TO HEAR/PASS ON FEEDBACK. THE ANSWER TO "I'M NOT HAPPY" IS ALWAYS "I APPRECIATE YOUR FEEDBACK AND WILL PASS THIS ON TO THE APPROPRIATE DEPARTMENT HEAD." EVERY MAJOR, SUCCESSFUL CORPORATION IN THE WORLD HAS A SYSTEM FOR DOCUMENTING FEEDBACK. ON CRUISELINES, EVERY EMPLOYEE, FROM THE BUSBOY TO THE HOTEL DIRECTOR, IS RESPONSIBLE FOR DOCUMENTING FEEDBACK. THEY NEVER TELL THE CUSTOMER: "GO TALK TO SO AND SO." THEY OFFER TO DOCUMENT THE CUSTOMER'S CONCERNS, AND THEY TAKE RESPONSIBILITY FOR PASSING THE COMMENTS ON TO THE APPROPRIATE DEPARTMENT HEAD. THEY EVEN CHECK BACK WITH THE CUSTOMER TO ENSURE HE/SHE RECEIVED A RESPONSE. EVEN A SIMPLE FORM LETTER SAYING "THANK YOU, WE RECEIVED YOUR COMMENTS" GOES A LONG, LONG WAY TOWARD CUSTOMER SATISFACTION AND LOYALTY.
Today, at Banco General, it was a sad, resounding fail on all six points.