I've been in Pakistan for about 3 months now, and one thing I have noticed is that there is no concept of customer service here. In the states when you go to government agencies like the DMV, you expect to be treated poorly. Government agencies can afford to have bad customer service because there is no alternative to the services they provide. Any other business you go to, the foundation of the business is customer service.
For example, if I walk into a bank and I'm treated poorly I will transfer my account to a different bank. If I walk into a shoe store and i don't feel like I'm given proper respect, I won't shop there again. If I'm shopping online and I have a hard time finding products from a specific website or checkout is a hassle, I will not go to the site again. Every consumer business has to factor in the user's experience. How is the customer feeling? Is the process easy to navigate for the customer? How can we make this experience simpler and more gratifying for the customer?
This mentality does not exist in Pakistan.
I went to McDonalds here in Pakistan and the first thing I noticed is how unhappy all the employees look. I thought, "well, they are working in a McDonalds. Makes sense." Then as I'm ordering my milkshakes, a dude walks up next to me and orders a big mac. In the middle of my order she places his order, takes his money, gives him his receipt, and the dude walks away merrily with his big mac. I was shocked. I didn't know who to slap. Do I slap the dude that took my place in line or do I slap the cashier who let it happen?
This is just one example in my three months of terrible customer service. This situation is the same across the board. From banks to restaurants to supermarkets, customer service is a rare to come by. What shocked me most is that McDonalds is an American company. You would expect the concept of a line to make sense to the employees. Or you would at least expect a fake smile with a greeting when you come to place your order.
The consumer market in Pakistan is due for a major shift in the way companies deal with their customers. In the coming years we will see more of a focus on branding and developing brand loyalty. The companies that treat their employees and customers like dignified human beings, the companies that actually put in time and money to understand how we can create a good user experience, the companies that are built on customer service, these are the companies that will take the market share in the near future.
To the entrepreneurs that are looking to build a business in Pakistan: focus on ethics and customer service.
To investors looking to invest in Pakistan: Find those companies that are following an ethical code and are dedicated to serving their customers.
Always remember, the ROI of putting out good into the world is that good will come back to you.