Any society or the person working in the region of the Middle East migratoires will tell you, the customer service can be extremely frustrating, or sometimes even none exist. However as the region knows an explosion in growth and DFI of foreign investment Direct, the Government as well as companies are realizing more and more importance to improve its standards of customer relationship.
Market liberalization and competition, coupled with the increase in the population around the region, factors mean that the concept of customer service and services are subject to increased control.
In its deliberation on the services, Middle East may look at an analysis of European market for some compelling trends.
The independent investigation by Association for Service Management International (FITA), a not-for-profit, the educational association for driving technology services industry professionals represents the first in-depth technical study European and the technology services industry or the S-Business.
The term's-Business' fact reference to organizations that are focused on services, measured services and indeed services, regardless of whether if they also manufacture and sell products.
The survey is based on interviews with influential executives of the service across Europe, of which 70% have detailed the power of decision on the total service business strategy or make a significant contribution to strategic issues and decisions. Four areas critical to the success of service have been studied: strategy, financial, customer-centricity and the efficiency and effectiveness.
The research revealed that more than 70% of European companies questioned are unable to determine customer revenue and profitability in real time. Accordingly, there is little recognition in these societies of the value that each client represents for their business and therefore how commercial service answers should better be directed.
Most companies always meet customer who shouts, regardless of their value. The inability to identify the really valuable client can seriously impair all businesses. Companies could lose some quiet but highly profitable customers who walk farther in silence and disgust.
To remedy this problem, companies need to obtain information of a business in real time through better integration. However, fita researchers have discovered that two thirds of businesses are faced with this "because most of the systems of society were not designed for integration and certainly were rarely designed to take account of the intense information nature of a system of utility".
Half (45%) surveyed companies still view the use of customer information or the performance of the product as poor, suggesting the inadequacy of the systems or processes, or both. However, the information to provide business intelligence architecture is already here.
Most often, organizations already have the necessary information on their customers, but do not have appropriate systems and processes in place to use the available data.
Business intelligence tools cover the quality of the data, access to information and data analysis. Deployed properly, business intelligence enables companies to better understand accurate and timely internal operations to the company, customers and suppliers. Ultimately this should lead to greater profitability of business and return on investment (ROI).
What is disturbing, half the companies interviewed yet defined their culture as led product, despite professing the significance of their utility.
Researchers have found that only 30% of the analyzed companies are customer-centric and even less, 18 per cent, are driven by the service. Yet according to fita, service now presents the primary opportunity for many companies to develop and maintain closer relations with their customers.
It is clear that a client-centred approach is more ambitious desire than a reality of the business. The absence of an approach focused on business customers may be due in part to the fact that executives of the service appear to have a poor understanding of the value of CRM as their colleagues in sales.
The study found that only 24% of service organizations view CRM as a significant development of the business driver, while the leaders of sales are the main engine (50%) of the CRM activities. Accordingly, we find that CRM projects do are often not implemented in all activities.
According to the research of the fita, while enterprises increasingly recognize the importance of the service department and its relations with the customer, many companies do not have a true service culture and their staff do not have the necessary management skills.
Senior struggles to recognize and understand the full value of service and how to transform the strategic policies into operational reality.The evidence shows that, in the implementation correctly, CRM can be extremely beneficial.
A number of organizations in the Middle East, from banks to providers of telecommunications services to the automotive service centres is to be examined or have implemented CRM strategies, which reflects the new regional focus on the service.
The survey revealed that customer-centricity in many leading organizations came when service-centricity was supported by the process and the Enterprise CRM systems.
As evidenced by this research, with the right information, at its disposal Middle Eastservice emerging industry can handle customers in a more thoughtful, less haphazard manner. In doing so, it can maintain its customer relationships, stay true to the brand and see a healthy rise in income.
Faysal Hammude is a North American Business Executive and based in the Middle East Africa region. With more than 17 years of senior level experience in a multitude of industries with a good understanding of field local business and working in an environment of matrix in Asia, Middle East and Latin America. A regular contributor to industry & keynote speaker on strategies for management of sales & Marketing and development of business and a respected thought leader who is currently based in Dubai United Arab Emirates United.
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