By Mabinty M. Kamara
The other day a colleague returned to the office expressing fascination at the impressive and swift service he received at the National Social Insurance Trust (NASSIT) head office, having gone there to replace his missing Card.
Beaming with smiles, Alpha Abu narrated how upon announcing his purpose at the reception, he was given a form to complete which he then took to the Bank Desk and paid NLe 10 as replacement fee. He then took the receipt to another employee inside a cubicle who then gave him a piece of paper to take across to a man seated in front of a machine.
Abu was then asked to write his NASSIT ID Number on a huge register, his name, and date of birth, phone number, and signature. He got another ID card right there, all the processes lasting only 5 minutes. He said the workers were very courteous too and described the service that day as the best customer service he had ever had in Sierra Leone, matching his international experiences.
Another great experience was at the office of the National Civil Registration Authority (NCRA) but for that, I am still wondering if it’s because I came across a former university friend there or otherwise. It took me and my other colleague less than ten minutes from the front desk where the client's personal information is collected, to the commercial bank where payments are made within the authority’s building, and then to the soft-spoken and professional young lady who took a snapshot of me. I was also amazed by the automation and SMS alert service at every given point of the service. And in less than three days I was alerted for pickup, no asking for ‘arjoe’ or lunch by the staff in charge to facilitate those services.
I am highlighting these two instances because many readers can agree with me that such services come once in a blue moon in this beautiful land that we love and I actually thought about writing this article just as we were concluding what was called Customer Service Week during which every institution including commercial transport workers, banks and mobile network operators displayed so much love and care for their customers on social media and through personal communication lines. But one would wonder whether or not such manifestation of love and concern for the customers could merely be a deliberate effort to blind the world to the reality of the terrible services customers mainly Sierra Leoneans are gradually being compelled to accept as the way to go.
The Problem
Most times you approach institutions in Sierra Leone for services they are obliged to perform and are paid for, they treat your issue with a pinch of salt. This in itself is due to many factors such as a lack of professionalism and good work etiquette, possibly lack of motivation because most staff are not motivated and hence lack passion for their jobs. They are always tempted to vent out their workplace frustrations on the people they are supposed to be serving at any time they have the opportunity to do so. Regular professional training is needed for public officials including the local public transport operators.
It is sometimes forgivable when you get such treatment from people who are not in a formal setting, such as conductors in public transport commonly called apprentices, and other groups of people but certainly not from those who are expected to have gone through diverse professional training and are in such a setting.
Quite recently, a first-time visitor to Sierra Leone from India was sharing her experiences in Sierra Leone; talking about the beautiful green scenery, the beach and ocean view, the country’s peaceful atmosphere, and its natural outlay, among others. However, though she didn’t say it directly, she was left disappointed with the customer service and general work attitude.
As the discussions went on, she asked about employment conditions in the country and workers' motivation. I then told her the minimum wage which is 650 equivalents to $30. She calmly then expressed her frustration over the services she got right from the online booking processes to when she was actually staying in that hotel. This was not a busy period when they may have a lot of customers to attend to. Imagine if it were the reverse what would have been the case.
The reverse
As a journalist, I am a frequent traveler, especially along the West African Coast and in most places I go, the kind of professional and ethical customer service I get mesmerizes me and I wonder what is happening to my own country. The hospitality industry is playing a pivotal role in some of those economies. And the players in that sector could be a major contributing factor to such a boom.
How costly it is
Everybody likes to be treated well but if somebody visits and cannot get the desired treatment, the next time they have an opportunity to choose a destination, they will, like in the case of my dear friend, opt for a friendlier and more caring place as their preferred destination. And such a host country’s economy will benefit one way or the other during such visits.
Most times in business advertising, word of mouth goes a long way in uplifting or destroying a brand. That is why it is always good to leave a good impression on a visitor. Reviews are very important in this digital age in which we find ourselves.
Countries and businesses should package and market themselves well at all times so that others will not hesitate to choose their services, however modest. I must say that I was perplexed by the hospitality I got during my recent stay in Abuja of all the places I have visited. It was splendid!
The way forward
To turn things around, I think we need to go back to former President Ernest Bai Koroma’s attitudinal and behavioral change initiative for us to succeed in rewriting our customer service narrative both locally and internationally. In Present day Sierra Leone, People are more engrossed about what others should do for them instead of what they can offer to others.
No country or institution is always one hundred percent satisfied with what they receive as salary because even employers aren’t always satisfied with the turnover they get from some of their businesses. However, for the time that you are still serving at a particular place or position, please try as much as possible to be professional and diligent in your work.
Employers in public service businesses should ensure they hire professionals to deal with the clients or customers or better still train them on the job and ensure they are happy with what they do so that they do not transfer that negative spirit in the discharge of their duties. It’s important.
Also, as Vice President of Sierra Leone Mohamed Juldeh Jalloh recently emphasized that one needs skills and certificates to get a job but they certainly cannot keep you in the job. What keeps people there is their social intelligence, work ethic and general relationship with people. I am hoping that after the recent 2023 youth employment and entrepreneurship fair, we will begin to see a change in our service delivery.
As we prepare to welcome the New Year, I think it is best that proprietors/managers of service-providing entities do a self-reassessment of their staff and think of devising possible new ways of treating customers with respect and the seriousness they deserve because as the economy is at the moment, the hospitality business, in particular, is crucial to our revenue generation as a nation.
With the ongoing efforts to transform public transportation into a more organised business, I am also asking that proper orientation is conducted for both the conductors commonly known as apprentices, and the drivers so that they treat passengers well.
Not everybody who boards public transportation is a pauper and therefore should be treated with disdain. That sector is also very crucial in the growth and rebranding of our hospitality industry.
To make the economy better, we need all hands on deck, public-private partnership, youth employment, and empowerment through skills development and entrepreneurship. We are looking forward to celebrating your services to us next October - the customer service month.
Copyright (c) 2023 Politico (24/11/23)
