We salute customer-focused organisations

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Got a complaint? Have you been provided with good customer service or just lip service? Have you felt let down over bank changes or utility bills? Upset at the pitfalls of after-sales service? No more worries, Gulf News is here to help.

For over a decade now, Gulf News has been processing consumer complaints. It serves as an avenue for consumers to air their grievances and for companies to address the issue. We are providing this community service to show our concern to our valued readers.

At Gulf News, we believe that good customer service be it in the private or public sector offers a direct benefit to the country's economy and contributes to the positive image of the nation. It's no secret that good customer service is the key to business success. In effect this will surely boost the economy and help the nation flourish.

Readers are happy that we have this kind of service to the community. They are able to voice their views, complaints and suggestions related to customer service — whether it's an issue of bank charges, poor network coverage, power outage, water shortage, over billing, an attitudinal problem of the staff, or just plain bad service, they turn to us for help.

Most of our readers are happy and satisfied with the resolution — for having refunded the unnecessary bank charges, for having landline connection, for getting the missing baggage, for having electricity power and water supply, and so on. This is not at all possible without the full cooperation of the concerned companies. Most service-oriented organisations extend their utmost to satisfy the customers.

They believe that customer service is the lifeblood of the business organisation. They provide excellent customer service to retain their customers and to attain their goals. These firms are firm in resolving complaints to the satisfaction of our readers.

Today, Gulf News is proud to honour the organisations in the A-List for their full support and co-operation. We would like to highlight and acknowledge them for their professionalism and fairness in dealing with customer service. They try to meet the expectations of their customers, to make everyone happy and satisfied.

Gulf News has ranked the companies that processed our readers' complaints from July to December 2010. The criteria for ranking the companies are based on their speed of redressal, transparency of process, satisfaction with the solutions, cooperation on the complaint process and attitude towards consumers.

The Consumer Complaint List is a measure to promote better business practices and recognise those who understand the need to treat their customers with respect.

The A-listers met all the criteria with scores ranging from 80 to 100 per cent. The B-listers got a score lower than that, and thus we encourage the B-listers to do more to be of service to the customers.

Gulf News has interviewed the top three A-List companies, which are Barclays bank, RAK Bank and Mashreq bank, to know how they provide the high level of customer service:

1. How do you process our readers' complaints?

Ms Tabassum Vally, Head of Customer Service, Barclays:

Our complaint handling process focuses on managing complaints efficiently and with the utmost regard for our customers. At Barclays, we place great emphasis on assessing the root cause of a logged complaint so that we can avoid future similar occurrences.

Ms Sabrina Couto, Head of Service Quality & Training, RAK Bank:

All our complaints, whether received directly from our customers or through any other source including media, are handled with utmost importance and sensitivity. They are thoroughly investigated and customers are kept updated on the investigation procedure regularly. The outcome of the investigation is then communicated to the customer and to the media (if received from them).

Mashreq Corporate Communications Department:

Mashreq values its customers and considers complaint resolution a priority, especially Gulf News reader complaints. Complaint Resolution in Mashreq is a thought through robust cycle that includes comprehension of issue, correct categorisation into CRM system, acknowledge customer's complaint, investigate and collate feedback from business, communicate the resolution to the customer. Customers that approach media with their concerns are dealt with in a similar manner keeping the media partners well informed.

2. How does this help your organisation?

Ms Vally, Barclays:

Customer service is central to Barclays business strategy, as we believe it is a key differentiator to help us ensure customer satisfaction. Effective complaint handling is essential in identifying the root cause of the problem to eliminate a reoccurrence.

Barclays places high emphasis on the fair treatment of our customers and this is central to both our corporate culture and business strategy. Our customers can be confident that we strive to provide service that continually aims to meet their needs and expectations.

Ms Couto, RAK Bank:

Every complaint is taken as an opportunity for learning whether the error is that of the Bank or not. Customer feedback is highly valued and taken into consideration for better practices.

Mashreq:

The banking industry in the UAE is fast moving and highly competitive. It is the exceptional customer service that can dramatically improve customer loyalty and serve as a conserver for the new customers. That makes customer service orientated culture a very powerful tool.

3. How do you deal with rude customers?

Ms Vally, Barclays:

We have taken effective measures to extensively train and groom our customer facing executives in dealing with dissatisfied customers. Barclays follows the simple ‘PACR (Pause, Acknowledge, Clarify and Respond) strategy in converting a dissatisfied customer to a satisfied one. We listen to the customer's grievance, assess the complaint and take immediate action to solve the problem.

Ms Couto, RAK Bank:

All our staff are trained to interact with customers with the highest level of professionalism. Our customers are handled with much empathy and understanding.

Mashreq:

In Mashreq we recognise that customers with complaints can at times get irritable. We extend our best customer service to them in the circumstance. These customers are handled by our best officers in the most patient and polite manner. Most customers as noticed, feel relaxed once we have extended our sincere apology and clarify the cause of their concern. Our utmost aim would be to provide them with an appropriate solution that meets their expectations.

4. How do you maintain customer retention and satisfaction?

Ms Vally, Barclays:

We understand that a lack of information and communication could lead to frustration and dissatisfaction among our customers. Barclays robust retention process empowers our customer facing staff to resolve issues with the various retention tools put in place.

Ms Couto, RAK Bank:

We are responsive and willing to serve all our satisfied and dissatisfied customers with prompt and efficient service. This has always helped us maintain a high level of customer retention and service recovery.

Mashreq:

We exist in a very demanding, fast-moving and competitive environment where an in-depth understanding of consumers and their needs serve as building blocks for accelerating growth, and sustaining long-term success through customer satisfaction. When a brand makes a promise, customer service helps monitor and ensure that the promise is delivered.

5.What are your best practices in customer service?

Ms Vally, Barclays:

At Barclays, it is important for us to gain and sustain trust in our relationships with our customers and we believe the best way to do this is by being transparent.

Barclays policy, "Treat Customers Fairly" provides our employees guidelines for dealing with customers. This policy provides a framework for employees to demonstrate diligence in their efforts to serve customers in a fair and transparent manner. These principles cover the entire life cycle of our customer journey. At Barclays, it is a priority for us to keep our customers fully informed of new policies and processes, change of tariffs and charges, as well as the status of their complaint process.

Ms Couto, RAK Bank:

Listening to the voice of the customer and promoting a service culture across the Bank that permeates to our customers.

Mashreq:

We believe Mashreq has transformed into the most convenient and transparent bank in the UAE. We encourage our customers to voice their opinions and concerns in a user friendly manner. This helps us refine our own policies and procedures. Customer service is not just about handling a transaction; it is about managing a long term and mutually beneficial relationship with our customers. Our Customer Care plays a vital role in the process by ensuring that we endeavour to exceed customer expectations.

These companies value the feedbacks of their customers for them to enhance the level of their service. Their practices are best for others to follow suit to achieve customer satisfaction. It is believed that customers can make or break a business, so improving customer service is the key to business success … and the year ahead would be brighter for every one.

Editor's note: If you have a grievance against a service provider that needs to be redressed, address it to Gulf News and we will do our utmost to be of service to the community. Do write in your consumer related complaints to readers@gulfnews.com.

Rankings for July - December

A LIST