IIR Forum Highlights Why The Customer Is Always Right

Dubai - 10 July 2008: There's no doubt that the concept of customer service is regarded as something of an optional extra by many companies in the Middle East. Having ridden the gravy train for a number of years, businesses have grown accustomed to burgeoning bottom lines and faced with a constant stream of new customers, keeping the existing ones happy seems to have taken a backseat.  

However, the cracks are starting to appear, with experts warning companies to stop being complacent or pay the price. In an ever competitive market, disgruntled customers are turning their backs on brands that struggle with their please and thank-you's; with major implications for firms' financial futures.

Barbara Wold, an internationally acclaimed speaker on the matter says it's essential that organisations act quickly. "In the grips of such a booming economy, the customer service and contact centre industry in the Middle East really is ripe for fruition. But, some companies have hugely underestimated the power of effective client servicing. Customer centricity is the key to driving profits and the consistency and quality of customer service will directly impact their success".

Barbara is just one of a handful of leading authorities, who will be in attendance at IIR's Customer Service & Contact Centre Forum, taking place in Dubai from 9 - 13 November 2008. The highly anticipated event which is already being hailed by the industry as "invaluable', has been specifically designed to bring the 'Wow' to customer service know-how, and will help to transform flagging to first-class operations.

"Customer loyalty is tantamount to a progressive company and now is the time for organisations to make their mark and stand out from the crowd. They say that talk is cheap, but when it comes to a bad experience with service staff, it actually becomes very costly. It doesn't take long to tarnish the reputation of a firm which is why in other parts of the world, a substantial amount of the budget is invested in retaining customers by ensuring excellent services," commented Katie Lawrence, Senior Conference Manager.

Recent studies in to the service industry in the region have been less than favourable, with research suggesting that a customer base is often regarded as dispensable. Unfriendly and incompetent sales staff, a lack of follow-up calls and the refusal to acknowledge customer complaints are just some of the reasons cited for frustrations, with a whopping eighty five percent vowing to take their custom elsewhere.

"The results of these surveys are horrifying. They represent a wasted opportunity for firms that are in a position to excel on the global retail playing field. The difficulties retaining staff in this part of the world is well documented, and this reinforces the need to invest in the biggest asset a firm has; its people. This is why we are providing the platform at the Customer Service & Contact Centre Forum, for people to see just what a lucrative investment this is, as well as how to facilitate winning results," added Lawrence.

The banking, hospitality, restaurant and retail sectors are just a few of those to come under fire. But, amidst the chaos, some firms in the Middle East have been singled out for superior service. Burj Al Arab, Gulf Air, the UAE's Road and Transport Authority and Arab National Bank are amongst those who've been commended and are just a few of the organisations who will be offering their insightful input at the event in November.

"The Middle East is so close to an outstanding achievement, but being driven is simply not enough. The region needs to be firmly in the driving seat, and to do this we need to build business through customer driven strategy. The road to success is paved with good intentions. At this conference, we shall present ways to maximise human assets and to fulfill aspirations to mark the new industry benchmark in excellence", commented Barbara Wold.

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About the Institute for International Research (IIR):
Established in 1973, IIR is now the world's largest Human Capital Company with a global network of 45 businesses and 116 operating units. Every year, IIR works with hundreds of thousands of business executives providing them with knowledge and skills through training, conferences, seminars, e-Learning, blended solutions, exhibitions, consulting and mentoring. IIR owns the complete spectrum of an organisation's business knowledge and skills needs. IIR's Exhibition companies provide market and product information; IIR's Conference and Training companies provide business ideas and proficiency; and IIR's Performance Improvement companies provide strategic direction through consulting and behaviour change through training, mentoring and reinforcement.

For more information, please contact:
Katie Lawrence
Senior Conference Manager
Tel Office: + 971 (0) 4 3365161 Ext: 348
Fax: + 971 (0) 4 3352711
Email: katie.lawrence@iirme.com
Web: www.iirme.com/customerservice

© Press Release 2008