Finding suitable attire is not a big deal in the UAE. The market has plenty of options, especially when it comes to our traditional abayas. Women have everything from upmarket boutiques to small shops.
I usually have my abayas tailored at a small boutique. It is not a big name, and does not have an extravagant interior, but I like going there because the owner follows my design instructions precisely, and usually has my order ready within a few days.
When it comes to dealing with a supplier, be it a tailoring house or a restaurant, a good service could entice a customer back for years and ensure they never consider switching to a competitor.
In my case, I have been dealing with my tailor for six years now, and what stops me from finding an alternative is that no matter the time of the year, he is my “go to” person and I can depend on him to get my orders done within a few days, when other places take from two weeks to a month. Even during busier times, he always provides a quick turnaround and a good discount because of my loyalty. He appreciates me as a customer, and he projects that appreciation through his customer service.
Good customer service is the core of any business, and I cannot stress its importance enough. What concerns me is seeing business owners and start-up entrepreneurs focus so much energy on securing a good location or spending money on interior designers when they should be focusing on the customers who will, at the end of the day, sustain the business.
A while ago I was looking for a service provider for a big project I was handling. As with any project of that scale, I had to review multiple suppliers and decide on the one that provided a good service and a good price to match.
I interviewed two internationally renowned companies with a great presence in the market and a small local corporation that had fewer clients in comparison. I gave all three a deadline to present a proposal.
The two international corporations sent their proposals after the deadline, but the smaller company did so a day early. It also paid more attention to detail and appreciated me as a customer more than the bigger entities who probably had too many clients on their lists.
I think you know which supplier I went for. I was testing the companies to see if they provided a good service, and I selected the proposal that respected that request and provided me with the necessary information ahead of schedule. That is not to say that international organisations do not provide a good service, but in my case I always go for the company that delivers.
This scenario reminded me of Avis and Hertz car rental companies. When Avis trailed behind the market leader Hertz in the early 1960s, it used that situation to its advantage, putting a positive spin on its position in its advertisement campaign with the slogan “When you’re only No2, you try harder”. or “We try harder”. Incredibly, the tagline was dropped only in 2012.
What I have noticed is that with the excess supply of service providers – whether fashion outlets or restaurants – consumers are always hunting for businesses providing good customer service that makes them feel special in some way. For instance, they prefer to purchase items directly from boutiques rather than through a department store, and avoid big chains in cities such as London because of the lack of customer attention.
I recall a friend saying she prefers to shop at international brand boutiques in Abu Dhabi versus those in global cities. “At least here they know your name and give you a good service, not like in their busy branches abroad,” she says.
At the end of the day it all boils down to how your customers are treated. Simple things such as investing in effective customer relations could help build and sustain your business. As for me, I will be sticking with my tailor.
Manar Al Hinai is an award-winning Emirati writer based in Abu Dhabi.
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