Customer Excellence :
ESL believes in performing more than it promises and more than a customer expects from it. In other words, we will deliver the best value for our client’s investment by exceeding performance expectations and living up to our promises.
It is also important to note that ESL Management recognizes both our paying customers and our employees as CUSTOMERS. It is incumbent upon us to not only satisfy all of them but delight them; make them feel ecstatic on their association with us. May Almighty Allah help us in achieving these pure and pristine goals (Amen)
The “Value for Money” strategy can be followed by practicing the philosophy of “BAKER’S DOZEN” which is described below along with some other thought provoking ideas.
1. BAKER’S DOZEN – درجن کےتیرہ
Motivational speaker, Qasim Ali Shah, narrated the story of a fruit vendor selling bananas. He used to live from hand to mouth just like all other vendors selling bananas. One day he decided to make his dozen count thirteen instead of twelve. This extra banana added extra to his ordinary status also. He was transformed from an ordinary person into an extraordinary one.
The above narration also brings to our mind the medieval story of a baker. He became popular for his “baker’s dozen”. He always used to sell thirteen donuts instead of twelve in his pack of a dozen.
As a service providing company, we should also perform more than we promise and greater than what the customer agrees to pay and expects to receive. We should not only satisfy customers, but also delight them. Make ourselves a best-in-class company and become a benchmark for the others.
Do احسان! Make customers win, you will win too. Make them stay in the business, you will stay too. Remember:
|“IHSAN MEANS STRIVING TO REACH THE BEST STANDARDS OF PERFORMANCE IN TERMS OF EXCELLENCE, GRACIOUSNESS AND BENEVOLENCE. WHEREAS, ADL (FAIRNESS AND JUSTICE) MEANS SATISFACTORY PERFORMANCE OF ONE’S OBLIGATIONS TO OTHERS AND FULFILLING THE RIGHTS OF OTHERS ON ONESELF. IHSAN CLEARLY MEANS DOING MORE THAN THAT WHICH A PERSON IS OBLIGATED TO DO”.|
WHEN YOU PERFORM IHSAAN, DIVINE HAND HELPS YOU WHEN IT MATTERS MOST (ILLUSTRATED BELOW)
2. ROME WAS NOT BUILT IN ONE DAY
SERVICE at ESL stands for Safe, Empathetic, Responsive, Virtuous, Innovative, Compliant and Effective. It has a lot to do with attitude and ability. Acquiring the right skill sets (ability) and developing the perfect service attitude may take ages and massive continuous improvement efforts.
3. LITTLE STROKES FELL MIGHTY OAKS – پھول کی پتی سے کٹ سکتا ہے ہیرے کا جگر
Continuously train your people. Contents of diesel and gas generators trainings are available on ESL training book as well as its numerous power point presentations. “Meet & Treat” sessions are also conducted for customers.
Even little strokes of continuous improvements will cut large oaks of ignorance, incompetence, inefficiency and ineffectiveness. Ordinary workers will be transformed into extraordinary employees. Poor attitudes will give way to positivity. Craftsmanship will take place of clumsiness. Mountains of ignorance will be turned into highlands of knowledge. Quality will emerge from quagmire of wasteful working and disgruntled customers will become “customers for life”. Remember quality “isn’t expensive”. It “is priceless”.
4. ACHILLES’ HEEL OF MANY ORGANIZATIONS – دُکھتی رگ
Most organizations fail because of quality of service. The quality of service separates good from bad, ordinary from extraordinary. Please don’t compromise on your service quality. It will make you slip, trip and ultimately lose your grip.
5. DON’T BITE THE HAND THAT FEEDS YOU
Kill not the goose that lays golden eggs. By the same token, don’t cut the branch supporting you.
Treat your customers, whether internal or external, well. Don’t take them for granted. Don’t betray their trust by unnecessarily doing more than what is required on their equipment. Never take advantage in terms of high price and / or low quality. Remember a satisfied customer is an annuity forever. They will continue to look after your families. Make him win, you will win too.
6. NO USE CRYING OVER SPILLED MILK
Generators are lifeline of any industry, banks, telecommunication operators, commercial outfits, hospitals, etc. Poor Service is neither forgotten nor forgiven. It drives away the customers for ever. Regrets and repentance thereafter is of no avail. It is no use crying over spilt milk. Remember poor customer service is the biggest reason of customers quitting you.
7. A PITCHER THAT GOES TO THE WELL OFTEN, WILL BREAK AT LAST
Whether you have internal customers or external ones; whether you are in Sales, Service or a behind the scene officer; whether you are the CEO or a counter clerk, neglecting customer service will become a menace. It will ultimately destroy your own career as well as the name and image of the whole organization.
Please don’t compromise on quality, training, relationship building, ethics and fair practices etc. Negligence of these can play havoc with your own personal career and the future of the entire organization too. The pitcher will break at last.
8. WHEELS WITHIN WHEELS
Customer Service is not complex. There are no wheels within wheel. Just follow a few simple instructions:
Always stay in touch and reach out to the customers before they complain; make no false promises; fulfill your commitments; add more value than they pay; make them win; accept your mistakes while you ignore theirs’; continuously improve skill-sets and most importantly your mind-sets to do more with less and earlier than they expect, etc. All your worries will dissipate in thin air. Your organization will start firing on all cylinders and you will start winning too.
This will require continuous improvement at all levels, from peon to the President, which is the objective of this book. This is easier said than done. Yet there are no wheels within wheels.
9. LOOK FOR A NEEDLE IN A HAYSTACK! – بھوسے میں کیل کی تلاش
Nip the evil in the bud and remove the problem as soon as it shows up. Not doing so will result in spreading the problem all over. Efforts to correct then will be as difficult as looking for a needle in a haystack.
10. A STITCH IN TIME SAVES NINE
JAPANESE PHILOSOPHY – A NAIL WHICH IS STICKING UP MUST BE IMMEDIATELY HAMMERED DOWN.
Always remain in touch with your customers. Reach out to them before they complain. Resolve their issues before they become a monster. Great fires always start from a little spark. Remember an ounce of care and caution can prevent tons of catastrophe. Please nip the evil in the bud.
11. A BAD CARPENTER FINDS FAULTS WITH HIS TOOLS – BUT A GOOD ONE ACCEPTS HIS. – ناچ نہ جانے آنگن ٹیڑھا
A bad worker is not the one who does not have the required skills. Often he is the most trained one. Yet because of poor attitude and little success which easily travels to his head, he always finds faults with his tools, colleagues, company and customers.
On the other hand, a good workman is endowed with tremendous attitude. He makes no excuses for poor performance. In fact, he does not believe in sloppy, clumsy work and uses his intelligence to overcome all the problems. Instead of moaning and groaning, he makes things happen while others around him wonder what has happened.
He gets going when the going gets tough. This is the hallmark of a good worker and ESL has plenty of them.
Contrary to the bad workman who never accepts his mistakes and finds fault with everyone, we expect every ESL worker including its top management to accept mistake, if they commit one.
12. CAUSE AND EFFECT RELATIONSHIP
A SCREW IS LOOSE SOMEWHERE – کہیں کوئ کسرباقی ہے
Where there is smoke there is a fire! Where there is a problem, there is a cause!
It is the job of a good service engineer to carry out a root cause analysis and find out which screw is loose, where, why and to what an extent.
BY REPEATEDLY ASKING THE QUESTION “WHY”, YOU CAN PEEL AWAY THE LAYERS OF AN ISSUE AND GET TO THE ROOT CAUSE OF A PROBLEM. FOR EXAMPLE, WHY WAS YOUR EMPLOYEE CAUGHT SPEEDING?
13. EAT A HUMBLE PIE – کفِ افسوس ملنا
When the going goes tough, one does not rise to the occasion. In fact he sinks to the level of the training he has received. Please leave no stone unturned to train yourself and your people.
An organization without training, development, continuous improvement gets out of control and runs amok, illustrated by the figure below. It leaves its stakeholders rubbing their hands while regretting and repenting.
14. SINGING A HYMN BEFORE A BUFFALO – بھینس کے اگے بین بجانا
Our Director Commercial, Mr. Junaid Shahzad, was a special person. He would constantly tell his colleagues that performing job alone is not enough. Performing job rightly is obligatory. Furthermore, performing the job rightly is not enough. Performing the right job is required. He was always trying to emphasize the difference between efficiency and effectiveness and was constantly explaining, for many years, that effectiveness is more important than efficiency. He was also trying to explain that efficiency when combined with effectiveness gives rise to great achievements. But efficiency and effectiveness when combined with sincerity and faith gives rise to wonders. Miracles come into being. Champions are born! His constant reminders, however, were not understood by majority of engineers. His rhetoric mostly fell on deaf ears or would go in from one ear and out from the other. مرد ِناداں پہ کلامِ نرم و نازک بے اثر
15. KNOWLEDGE IS POWER
Knowledge is power only if we, as engineers, have the proper attitude. An engineer with proper attitude has the following traits:
- He is a man of integrity, honesty and upright, God fearing character.
- He believes in giving more than he receives.
- He believes in performing more than he promises.
- He opens his shop the earliest and pulls the shutters down last.
- Notwithstanding the above, he believes is SMART work even more than he believes in HARD work.
- He combines effectiveness with efficiency and vice versa.
- He never gives up and believes that “winners are not quitters and quitters are not winners”.
- He continuously looks to upgrade his skills set and more importantly mindset.
- Instead of moaning and groaning, he makes things happen while others around him wonder what he is making happen.
- Success does not get to his head nor do failures get to his heart.
- When the going gets tough, he gets going.
Through sheer attitude, he makes things happen while others around him simply wonder what has happened. Knowledge is power for him only because it is augmented by his tremendous attitude.
When the knowledge is complimented by proper and perfect attitude, it starts doing wonders. Impossible becomes possible. It can even pass a camel through the eye of a needle. Look what has google done; where Apple and Microsoft have taken the whole world to. How WhatsApp has revolutionized our life. The way Careem and Uber are providing solutions to our commutation problems is stupendous. These all are the wonders of knowledge coupled with attitude.
16. IF THINGS WERE TO BE DONE TWICE, ALL WOULD BE WISE – پہلی غلطی بھول تو دوسری نالائقی
Remember, most customers don’t give you a second chance. Do it right first time, every time, all the time. For more details, please read the poet’s rendition of ESL quality policy.
17. ROCKET SCIENCE – آسْمان سے تارے توڑ لانا
Sales is not a rocket science.
SALES stands for:
S → Sincere & Selfless efforts for your customers;
A → Attitude & Aptitude;
L → Lots of customers’ visits, meetings & presentations;
E → Efficiency & Effectiveness;
S → Solicit (orders from customers) & Supplicate (pray for success after all else is done).
For details contact ESL.
Selling is the most commonsensical profession on God’s earth. It requires above listed attributes to perfect the wheel. Everybody from cradle to grave sells, be him a professional salesman or not. It is not a rocket science or something “un-doable”. The foundation stone of selling is to keep meeting with the customers, rain or shine, day-in-and-day-out. Do you know less than 10% salesmen make more than 90% sales? Are you one of them?
18. MIGHTY OAKS FROM LITTLE ACORNS GROW – ننہا سا دانہ، شجر تو انا
To delight your customers, sow the seeds of continuous improvements. Train yourself every day. Learn something new constantly. It will all add up together to huge proportions one day. Remember: great things come from small beginnings.
It is only through continuous education, experience, exposure and environment plus goal setting for immediate, intermediate and long term basis that boys are transformed into men and start performing wonders.
19. HIRE MONKEYS, END UP WITH PEANUTS – سستا روئے بار بار مہنگا روئے ایک بار
If you hire monkeys only, you will end up working for peanuts. If you don’t invest in “continuous improvement”, you will end up investing in “rework”.
Remember lowly paid and least trained worker is the costliest worker. Cheapest is the dearest.
20. METHOD TO MADNESS – بنیۓ کا بیٹا کچھ دیکھ کر گرتا ہے
There is a method to the madness of the boy in picture. We all know from our childhood days that he did not tumble without a reason.
Similarly, good companies do not spend money extensively on training and development without a reason. They do so to attract and retain the best people available in the market. They also understand it fully well that it will pay them back in terms of more business opportunities and result in bumper crop soon.