Reward for leaders in customer service Winning companies display an authentic commitment towards their customers and are ethically honourable, writes Lynette Dicey Business Day 17 Nov 2022 The Ask Afrika Orange Index is the broadest service excellence benchmark in SA, measuring customer satisfaction, emotional satisfaction and loyalty. The index, which has been tracking customer experience and the changing trends and expectations since 2001, recognises companies that show exceptional performance across client experience metrics, such as servicing and problem resolution, and provides a benchmark against which organisations can measure themselves.

"This year's winning companies succeeded in delivering a consistent service experience with every engagement," explains Andrea Rademeyer, founder and CEO of Ask Afrika. "Similarly, their various customer channels enable a consistent service experience." Companies that do well as far as customer service is concerned are typically clientcentric in design, easily accessible and deliver on their promises both in terms of product and service, she adds. "Winning companies tend to display an authentic commitment towards their customers and are ethically honourable: they adjust depending on the contextual societal changes, understand the role their industry plays in the lives of their customers and pivot to align themselves with the changing needs of their customer base.

They make it easy for customers to engage with them from the first point of contact, demonstrate value for money and understand the importance of making continuous investments in customer relationships." Ultimately, Rademeyer says, companies that lead in customer service know what the ir customers value in service engagements and they deliver a superior performance on what matters most. So, who exactly are this year's Orange Index winners? Discovery Bank moved up from fourth place in 2021 to first place this year in the banking sector.............

In the long-term insurance category Discovery Life took top honours while Auto & General Insurance won the short-term insurance category. Among automotive firms, Toyota takes pole position. Clicks, which has grown from humble beginnings into a household name with an expanding network of more than 840 stores and 670 pharmacies, won the pharmacies category............ 4 Woolworths Food won the food retail category while Woolworths Home won the home and dcor category. Bestmed Medical Scheme, the fourth largest open medical scheme and the largest selfadministered medical scheme in the country, won the medical aid companies' category. Denelle Morais, marketing and communication manager at Bestmed, says that receiving this accolade for the second time and being runner-up for many years is testament to the business's commitment to quality service and healthcare. "Our 'Personally Yours' approach to delivering services adds value for our members and is a winning formula for us."

Elmarie Jooste, the executive responsible for corporate services and wellness, says that after a challenging time in the industry for all medical schemes, this award is a testament to the perseverance and passion of its employees. "As a scheme, we understand that benchmarking provides valuable insight to support its 'Personally Yours' services. It is part of Bestmed's quality management process to improve member experiences and how we manage daily operations." Food Lover's Market won the butcheries category. Simon Parker, GM of Butcheries for the Food Lover's Market Group, says: "We're geared to offer value and quality. We take the range of meat products we offer seriously as we understand our customers love to have a varied meat experience. With more than 700 individual meat items, Food Lover's Market offers the widest meat retail in SA, designed to appeal to all palettes and preferences." Other winners include Mica in the building retail category; H&M in the clothing stores category; McDonald's Delivery Service in the fast food delivered category; Burger King in the fast food/takeways category; Rocco Mamas in the franchise restaurant category; Dove's Group in the funeral/ burial services category; Afrihost Internet in the Internet Service Providers category; Browns Jewellery in the jewellery and watches category; Tops in the.............

QUESTIONS

One of the statutory yardsticks in ensuring customer satisfaction and emotional satisfaction is the Consumer Protection Act 68 of 2008. Assume that you have been employed by The Ask Afrika Orange Index as a legal administrator, and since The Ask Afrika Orange Index recognises companies that show exceptional performance across client experience metrics, explain to a prospective candidate,a business that is competing at The Ask Africa Index,the customers right to goods and services that are of good quality and safe. Advise the candidate of the customer's right to the right to fair value, good quality and safety as specified in the Consumer Protection Act 68 of 2008 under the following topics.

1.1. Implied warranty of quality (section 56(1) (20)

1.2 Harm caused by defective goods (20)

2.Evaluate the transactions that fall outside the scope of the application of the Consumer Protection Act. During your discussion list four companies from the aforementioned passage and explain why the chosen companies could possibly fall outside the ambit of the Consumer Protection Act. (20)

3.Assess Expiry and renewal of fixed term as indicated in section 14 of the Consumer Protection Act. (15)

4. The Ask Afrika Orange Index is the broadest service excellence benchmark in SA, measuring customer satisfaction, emotional satisfaction and loyalty. Consumer legislation in South Africa has entrenched this attitude by empowering consumers. "...a consumer may rescind a transaction resulting from any direct marketing without reason or penalty by notice to the supplier in writing, or another recorded manner or form, within...." (section 16 of the Consumer Protection Act). Explain Cooling-off Right in terms of section 16 of the Consumer Protection Act. (15)