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      Botswana’s women boxing on the rise 

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      Darts Expects Only P50K from BNSC for 2023/24

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      Debswana’s BAA Sponsorship Plays Critical Role in Developing BW Athletics – Theetso

      Debswana’s BAA Sponsorship Plays Critical Role in Developing BW Athletics – Theetso

      Boxers yet to Receive Prizes from 2022 African Boxing Championships 

      Boxers yet to Receive Prizes from 2022 African Boxing Championships 

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      Home Columns Strategy Acuitatis

      Nothing Esoteric: Organisations that Listen will Always Win

      Gomolemo Manake by Gomolemo Manake
      February 14, 2023
      in Strategy Acuitatis
      Reading Time: 2 mins read
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      Nothing Esoteric: Organisations that Listen will Always Win
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      Earnestly thinking aloud,  human beings’ existence  pivots around science and religion.

      With regard to religion,  the debate will not stop. In terms of science, a paean of praise goes to psychology as it unearths   opportunities for us  to understand ourselves and those around us.

      Organisations only exist to find customers and to keep them. Besides  customers,   employees and various stakeholders in it  form critical cogs in  the success of the organisation. This  discussion will   be centred around customers, but this is not to imply that  organisations should treat feedback from employees or stakeholders with any degree of  disdain or lower standing because  everyone ought to be listened to.

      According to the theory of Maslow hierarchy of needs,  a sense of belonging and love  greatly  motivates human beings though this is not at the top of the pyramid . A sense of belonging or feeling loved(warmness of a brand ) can only be achieved through  creation of  better customer experiences, compassion, respect and empathy. These have to take precedence over products and services, thus rendering listening to customers   a requisite.

      Because this is synonymous with human relationships, for a business partnership to work, there ought to be an easy  flow of communication between the  business and the customer.  Getting feedback and using that feedback to build products and services or re-work processes and anything that affects the customer journey  enables acquisition of new customers and retains existing clientele.

      So what exactly do I mean by listening ? Derivation of the  voice of the customer is through many agents  structured or  unstructured, formal or informal or just sterling     perceptions. Remember that it is still feedback. This feedback can come from various sources such as employees who interact with customers, customer feedback, customer satisfaction surveys, social media, customer data analytics or even product uptake and usage.

      As previously mentioned, organisations or businesses do not  exist to make profit but rather to acquire  and retain customers.   Profit can only be harnessed through sound acquisition and retention strategies and tactics and deeming it  critical to take customer feedback  seriously .

      Obtaining this  feedback should not be a big bang affair or  require a multiple-digit  a  budget. All  customer touch  points are  key in  gathering this feedback. More importantly, it should not be just a  tick-box exercise. Feedback should be analysed comprehensively with clear  actions, commitments and timelines. Organisations that have made serious headway make use of systems that give real time feedback from the customer.

      Customers can be asked to share their experiences, good or bad, before the customer even leaves the shop and resolution is sought  immediately. This is important because customers’ concerns can be removed almost instantly while the positive things are encouraged to boost satisfaction levels and experiences.

      Now let us imagine organisations do not collect the feedback or at least  listen. Getting and keeping customers would be an absolute disaster. Customers would feel unappreciated or not loved. They would not feel any sense of belonging to that brand and will surely not stick around.


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      e-mail: gomolemo.manake@icloud.com

      LinkedIn: Gomolemo Kololo Manake

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