Brands need to deepen customer satisfaction culture – Ohanugo
By Felicia Nwosu
Doris Ohanugo, Executive Head, DSTV Media Sales, Multichoice Nigeria, has said that every forward thinking business that aims for a long term growth must see the customer as its bedrock, and must focus on making him its driving force by developing and deepening customer satisfaction culture. She added that brands need to create customised and personalised kinds of service for customers to derive satisfaction in their journey.
Stating this during a one-on-one with Benjamin Okoh’s “Brands and You” on Classic 97.3 FM, Ohanugo averred that customers are the soul of every business and, so, deserve a quality service delivery for an enduring experience.
“Business exists because of the customer; customers are the heartbeat of any business, because they are the ones that will make your business grow. They are the ones that will determine the business existence, which makes customer satisfaction an important part of a business. The customers are now more than kings. Everything should centre on them,” she said.
Doris also charged that every strategic planning tailored towards the customer must be customer- centric enough to deliver the required satisfaction. This, she revealed, will in turn propel the customer to develop undivided loyalty towards the brand.
The former Associate Director at OMG advised that brands also need to understand that strategies vary, depending on the concepts and goals of the strategist. The marketing expert added that every stakeholder, whether internal or external, is indispensable and so must be carried along in the planning of every marketing strategy from end-to-end.
“What you also need to understand is that what has worked yesterday is not going to work today and that is why you see brands evolving through rebranding for the type of people that fit. You see brands move from being masculine or feminine to trying to create a gender balance to suit consumers. All of these are very important when it comes to how conscious you are and who you are preaching to; it is not a one size fits all,” she said.
Ohanugo urged brands to leverage the plethora of platforms to get feedback. She reiterated the importance of face-to-face interaction for more effective results, while advising that every feedback must be given an urgent response and positive reaction.
RECOMMENDED ARTICLES
Comment
No comments found.