Lessons from the "Etisalat Call"

The Etisalat Customer Care Call Audio File

The first time I received a customer carecall in Nigeria, it was from Starcomms. I was wary and later surprised butthankful at the end of the conversation that finally this global trend hadcaught on in my home country. But I came off feeling they tapped my mind asjust a day before I had made up my mind to quit using Starcomms after years of incompetent service. This included having to buy new phone box each time it developed one problem or the other; this was cheaper than having Starcomms’ technicians fix the box.Was Starcomms set for a new order or serious about doing it right? I’ll never know because the call did not make a lasting impression. I quit soon after.

Customer Care is essential for all organisations especially those determined to give and promote excellent service. As such reps or agents must be well trained and this includes training in codes of conduct that must be upheld especially when the interaction is not face-to-face. The “Etisalat Call” has gone viral leaving laughter in its trail but what are the lessons from this “real life” audio file, that should never have been leaked except it was stimulated for teaching purposes:

1. Customer Care Representative orAgent should begin by identifying the name of the company represented, the department and name of the agent calling.
2. It is important to state thereason or purpose for the call upfront
3. Plan to keep it short (60seconds) except the called party has issues or concerns. The audio file is about 4 minutes (3.54’ to be precise)
4. Respect in our culture meansidentifying clients with a salutation – I want to speak with Mr., Miss, or Mrs. XYZ is more appropriate. This is a business not an informal call.
5. In some instances, it may notbe right to say the name of the client, simply ask the person who answers the call to identify him/herself. If he or she is not the owner say that you will call back. This is to avoid a situation where you give out the name to a thief or kidnapper
6. When a number is requested, give your customer care line, you cannot be the only person that is scheduled to speak with this client except customer care is now being run like advertising account.
7. You don’t need the name of the person who answer the call; if you must ask for logging purposes, ask once.
8. If the person you intend tospeak with is not available, thank the person who answers. You may not evenneed to say you will call back except the person is friendly and request that information. After He is bathing (baffing) Uche should have cut the deal. Insisting on a name after the person decline is rude.
9. A text message a day before ora promo may be necessary to introduce this trend i.e. random customer care call into a new environment
10. Be sensitive! I called a customer care line and after being keptonline for thirty minutes, an agent tried to be pushy, I wasn’t cutting it! The client service person failed to pick on the sarcasm, “Se bi awon Etisalat sen’pe oko oloko l’ori phone niyen…” If she did, she should have made an exit.
11. 11. Learning the local language is important, an “E ma binu ma.” Would have spoken volumes. Grammar could be an irritant.
12. “MTN didn’t call customer like that” is an indictment on MTN. Etisalat’s customer care initiative can cash in on MTN’s negligence but professionalism isessential so as to reap good rewards
13. Listen. This is very essential, if Uche switched on her listening skills, she would not have landed where she did.
14. Privacy is essential. If the person who answers the call is the owner of the line and asked not to be called again, the number should be marked asap as “do not call”.

Are there other lessons? Please add so that we can add wisdom to our laughter.

Meanwhile all the Ushe's out there, "face your work o".