ConsumerTalk with Wendy Knowler

'South Africans are so used to shoddy service that it became their expectation'

Consumer journalist Wendy Knowler speaks to CEO and founder at Consulta Pty Ltd, Adré Schreuder about measuring customer satisfaction with the service offered.

When receiving bad service, some customers are more quick to say “I want to speak to a manager, right now” than others.

But which methods are used to measure customer satisfaction and experience to allow companies to improve the service they offer.

The standard is whatever the customer expects. The model basically starts off with customer's expectations and on the same approach we measure the experience, then there is an apparent gap. Either the gap is lower, which is usually the case, meaning that customers are disappointed.

Adré Schreuder, CEO and founder at Consulta Pty Ltd

If the gap is equal it means you are meeting the expectations, which is better than the worst. The light bulb is when the customer's experience is better than your expectation.

Adré Schreuder, CEO and founder at Consulta Pty Ltd

Customers expect the service that they pay for and when they get disappointed, they don't feel that they are getting value for money.

Schreuder says South Africa consistently scores in the top five countries in the world in the customer satisfaction benchmarking.

But that doesn't mean that customers are necessarily satisfied, says Schreuder. It basically means that their expectations are somewhat low.

This part of our dark history before democracy that people are so used to shoddy service that it became their expectation.

Adré Schreuder, CEO and founder at Consulta Pty Ltd

To hear the rest of the discussions, listen below:


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