Customer service is good business:can Dominican businesses learn from Isa's Trading

We were out that afternoon shopping for a flip-flop for my nephew. When my wife and I arrived at Isa’s Trading, it was already 5’ o’clock. The security guard posted at the closed door played concierge to the remaining last-minute shoppers at the checkout counter.

We were out that afternoon shopping for a flip-flop for my nephew. When my wife and I arrived at Isa’s Trading, it was already 5’ o’clock. The security guard posted at the closed door played concierge to the remaining last-minute shoppers at the checkout counter. Disappointed, we were about to turn aside when a gray head, diminutive gentleman, swung the door open and invited us in. “You can come in quickly and pick up what you wanted,” he said. I was surprised and impressed. The gentleman (whom I understood later to be the owner) appeared less concerned about an extra sale than about serving me.

As my wife sought help from one of the gracious CSRs, my mind raced back to a rather unsavory experience I had sometime ago while shopping at J.E.Nassief & Co. At exactly 4 o’ clock (or it very easily could have been 3:55pm), while still pacing the isles, picking supplies off the shelves, the electricity, lights and fans were turned off. All entrances and exits to the building were shot down.

I thought at first it was one of those unscheduled power outages to which we have grown so accustomed. But I could tell, just from the muffled protests coming from the floor staff and cashiers and the more vocal remonstrations of a few irate customers, that the owners had executed such a dastardly act. I remember thinking, “this is no way to treat a valued customer!” A thousand thoughts flashed through my mind. What if I stumbled, groping in the darkness? What if I was claustrophobic? What if some old woman collapsed from heat exhaustion? Suddenly and angrily, someone blurted, “its not the first time he’s doing that!” I remembered then, a few months earlier, arriving at about 1 o’clock to pick up an item, the door was already shot, with the lights and fans turned off and the customers and employees alike trapped inside and hurried out. At that point I vowed never to spend another dollar at Nassief, not even if my life depended on it.

I didn’t like being treated with such disrespect. My wife’ tugging at my shoulder brought me back to Isa’s Trading. “That will be $35.00 sir, ” the cashier said. Reaching for my wallet, I said to my wife, “I am hungry.” Moments later, the same diminutive, gray head gentleman handed me a packet of Crix biscuits. “Will this help for now?” He had overheard my conversation, moved to the confectionery section of the store and picked out a biscuit just for me.

I felt special. Twice within the space of a few minutes, the very owner of Isa Trading went out of his way to satisfy and exceed my expectations. And that is customer service and that’s good business. I was so impressed with their service, I decided to make Isa’s Trading one of my favourite places to shop. Certainly Nassief and other Dominican businesses can learn a thing or two about good customer service from Isa’s Trading. Customers are the reasons why businesses exist and a satisfied customer is a loyal customer.

Loyal customers drive repeat purchases and generate goodwill for a business. Put another way, one irate and dissatisfied customer (or employee-an internal customer) can shut down an entire corporation. It therefore makes good business sense for entrepreneurs and mangers to treat their customers with value and dignity. This is not rocket science. Customers, who have a positive experience at a business, will more than likely return to patronize and share the good news with others. It’s equally true that every bad experience is shared with at least 25 persons. I have vowed never again to patronize certain hotels, restaurants and businesses houses because of their terrible service. I am sure I am not alone. Few businesses in Dominica however seem to have developed a flare for excellent customer service. Isa’s Trading is definitely one of them