Companies tasked to implement what they advertise

The Chairman and Chief Executive Officer of the Capella Hotel Group, Mr Horst Schulze, has urged businesses to put in place the necessary processes that will enable them to carry out the services they advertise.

He said in many instances, companies usually advertised their goods and services in a particular way but never offered the same to their customers.

“The customer will not come back if he does not receive the kind of services that was advertised,” he said.

Mr Schulze was speaking at a lecture organised by the Chartered Institute of Marketing, Ghana (CIMG), on the theme: 'Creating a world-class customer service' in Accra.

“Service starts from the first moment you get into contact with your customer. The greatest impact you can have on a customer is the first 15 seconds,” he added.

He said there was the need for companies to keep and create customer loyalty to enable them to promote their business operations.

Mr Schulze said customers would remain loyal if companies kept their promises.

Leadership
Mr Schulze also urged managers of companies to guide employees to clearly understand the objectives, mission and vision of the company and not orders and directives.

He said management had no right to make excuses for failure, stating that “excuses will only make you feel good for a moment but there is no satisfaction in it”.

The National President of the CIMG, Mr Kojo Mattah, urged members to apply some of the tutorials in their daily business operations to improve on their outputs.