It’s that time of year again Customer Service Week a global celebration meant to appreciate the backbone of many businesses. Their customer service teams. It’s a week where organizations honor their frontline staff and, in theory, express gratitude to loyal customers. Around the world, businesses host themed events, offer promotions, and give away gifts, all in the name of customer service. But in Nigeria, it seems the celebrations have become stuck in a loop, offering the same predictable items year after year, without truly addressing the evolving needs of the customers they serve.
You live in Nigeria, a country with 11 months of dry heat, where the electricity supply is sporadic, and deadlines often exist in theory more than in practice. The phone rings it’s your friendly customer service rep calling with exaggerated excitement: “We have something special for you this year!” You rush to open the package, only to find yet another branded umbrella.If at all you would ever get this call.
This has become the hallmark of Customer Service Week in Nigeria an endless cycle of corporate gifts like umbrellas, water bottles, diaries, and the ever-present branded mugs. They pile up in our homes like a collection of unused promises, offering little value beyond the company’s logo emblazoned on their surface. For many Nigerians, the question is simple: where are we supposed to keep all these umbrellas?
But let’s delve deeper beyond the humor of overflowing cupboards of mugs and diaries that will never be filled. Why does the Nigerian corporate world seem stuck in this repetitive gift-giving cycle, and what could companies do differently to make Customer Service Week more meaningful?
One of the fundamental issues with how Customer Service Week is celebrated in Nigeria is the glaring disconnect between what customers actually need and what they receive. While companies may think they are showing appreciation through branded gifts, the reality is that these items often feel tokenistic symbolic gestures rather than practical solutions.
For instance, in a country where the average household faces power outages almost daily, what use is a water bottle when what you really need is reliable electricity? Or take the annual diaries given in October when most people’s years are already winding down. These gifts do little to alleviate the actual challenges Nigerian consumers face, such as inconsistent services, inflated prices, and lack of access to essential resources.
Why not offer something more practical? Imagine if, instead of another umbrella, a telecommunications company offered a month of free data to loyal customers or a discount on bills for those who have remained consistent despite poor service. These kinds of gestures would not only be appreciated but would also enhance the customer experience in a way that branded mugs simply cannot.
To understand why these corporate gifts fall flat, we need to take a step back and look at the broader landscape of customer service in Nigeria. It’s no secret that service delivery in the country can be frustrating, with long wait times, poor communication, and frequent system failures across sectors like telecommunications, banking, and retail. The issues are deeply rooted in infrastructural challenges, economic instability, and sometimes, a lack of customer-centered strategies.
But that doesn’t mean all hope is lost. Nigerian companies have made strides in recent years to improve their customer service approaches, particularly in the banking sector. Forward-thinking institutions like First City Monument Bank (FCMB) have embraced technology and personalization to enhance the customer experience. FCMB, for example, recognizes that customer service today is not just about solving immediate problems but creating a holistic experience that includes mobile banking, online platforms, and even automated customer service solutions.
However, the progress seen in a few sectors doesn’t reflect the broader corporate culture. In too many instances, customer service is reduced to superficial interactions a friendly voice over the phone, a gift basket during Customer Service Week without addressing the underlying frustrations customers face daily.
At its core, customer service is about solving problems, not creating new ones. This is why the focus of Customer Service Week should shift from handing out branded items to offering real solutions. In an age where personalization is the buzzword, companies should ask themselves: What do our customers truly need?
Nigerians are vocal about their needs improved internet connectivity, more reliable power, better customer support, and accountability from service providers. So why do companies continue to offer umbrellas and water bottles instead of addressing these concerns directly?
Imagine the impact if an electricity company offered discounted bills for customers who experienced frequent outages or if banks reduced service fees during Customer Service Week as a token of appreciation for their customers’ patience. These are the kinds of gestures that create lasting loyalty and demonstrate that companies are listening to their customers’ concerns.
To make Customer Service Week in Nigeria more meaningful, companies can look to global trends for inspiration. Across the world, businesses are moving away from generic gifts and focusing on creating memorable customer experiences. For instance, companies like Amazon and Zappos are known for their customer-first approach, offering personalized support, hassle-free returns, and continuous engagement with their customers beyond the point of sale.
In countries like the U.S. and the UK, Customer Service Week is used as an opportunity to re-engage with customers, offering promotions, loyalty rewards, and exclusive discounts. More importantly, companies use this time to assess their service delivery and make improvements. It’s not just about thanking customers it’s about showing them that their loyalty matters by offering tangible benefits.
Nigeria could adopt a similar approach, focusing on creating value for customers instead of simply showering them with branded gifts. This shift would require companies to rethink their customer service strategies, prioritizing long-term satisfaction over short-term tokens of appreciation.
Ultimately, the success of Customer Service Week or any customer engagement initiative depends on the culture within the organization. A customer-centric culture is one where every department, from sales to support to marketing, is aligned with the goal of improving the customer experience. This means listening to customer feedback, addressing complaints promptly, and continuously seeking ways to add value.
In Nigeria, building this kind of culture requires more than just a week-long celebration. It calls for a sustained commitment to improving service delivery, investing in customer service training, and using technology to enhance interactions with customers. Companies that prioritize these aspects will not only survive but thrive in an increasingly competitive market.
As Nigerians prepare to receive yet another batch of branded umbrellas, water bottles, and mugs this Customer Service Week, it’s time to rethink the approach. Gifts are nice, but they don’t solve the real issues facing Nigerian consumers. What customers truly want is for companies to listen to their needs and offer solutions that make a difference in their everyday lives.
A shift from tokenism to genuine customer engagement could transform not only Customer Service Week but the entire customer service landscape in Nigeria. By focusing on personalization, practical solutions, and long-term satisfaction, Nigerian companies can create a more meaningful connection with their customers one that goes beyond the umbrella and into the heart of what it means to serve.
Stephanie Sewuese Shaakaa
University of Agriculture, Makurdi, Benue state.
shaakaastephanie@yahoo.com
