Embrace customer service, business houses urged


ZAMBIA Institute of Marketing (ZIM) fellow Hapenga Kabeta says most Zambian companies are still lagging behind in customer service, which is an important ingredient in growing their businesses.
Mr Kabeta said there is need for companies to embrace customers through providing good services to attract more business and remain competitive.
He said recently during the ZIM marketing chat under the theme ‘A Key Element in a Successful Differentiation Strategy’ that, it is important for Zambian firms to promote and offer good customer service to their clients as it is key for development.
“Most Zambians are still lagging behind in serving customers…All businesses rely on customers to keep them afloat. Without customers, there is really not much reason to be in business.
“Attracting customers will be one of the biggest challenges, that you will face as a business that is why you need to have an effective marketing plan,” he said.
At the same event, Professional Insurance Corporation of Zambia Limited (PICZ) managing director Geoffrey Chirwa said Zambians must also take keen interest in accessing insurance, if the sector is to further develop.
Mr Chirwa, however, cited lack of innovations in product design and delivery among insurers to broaden the market base of insurance.
He said unlike most developed markets where life insurance business is significantly higher than non-life business, Zambia’s life insurance business is still very low.
“Studies into reasons that account for Zambia’s insurance performance reveal a number of factors. On the demand side, low insurance culture, lack of appreciation and understanding of insurance among Zambians are often cited, major reasons for this low uptake of insurance in the country,” he said.
He said there is also need for insurance providers to deliver services that attract masses to have their life and assets such as houses and cars insured.
Mr Chirwa said despite the current low insurance uptake among the public, there is significant room for growth.

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