Customer satisfaction is ability to meet customer expectation – Muda Yusuf

Dr. Mudal Yusuf, CEO, Centre for the Promotion of Private Enterprise(CPPE) has posited that customer expectations are critical to customer satisfaction.

He argued that customer satisfaction is all about the ability to meet customer expectations, which essentially means that customer satisfaction is equal to performance expectation.

The CEO made the following assertion in a paper presentation titled: “Consumer Satisfaction in Deepening Penetration in Insurance and Pension Sectors,” at Business Today annual conference held in Lagos.

Mudal Yusuf went further to buttress his argument by highlighting the various forms of customer expectations requirements in both the pension and insurance industries.

He stated that customer expectations among the PFA companies should be characterised by online real-time operation, minimum bureaucracy, delivery of services as promised, and quality of good client records, as well as, good disposition to solving customer’s problems.

Other qualities, according to him, include: technologically driven delivery, ambience of the office facility, good brand positioning which elicit customers’ confidence.

The CEO also advised that the employees should never be too busy to respond to customer request, as well as, avoid over-promising, safety of financial assets, responsiveness, and consistently courteous with the customer, among others.

In the area of insurance customer expectations, Muda Yusuf advised insurance firms to deliver prompt settlement of claims, quality products and prompt attendance to customer complaints.

He also called on insurance firms for simplicity of policy documents, staff-client cordial relationship and effective marketing communication to explain product benefits, among others.