BY SIPHOSETHU MABUZA
MANZINI– Dr Oliver Museka, Director at IRDM College, shared insights on customer service during the Eswatini Customer Experience Practitioners Seminar at EITF 2026, highlighting the importance of creating positive experiences that keep customers coming back.
Museka emphasised that customer service extends beyond simply assisting customers, arguing that every interaction a customer has with a business contributes to how they view the organisation.
His discussion comes as businesses increasingly rely on digital platforms such as WhatsApp and Facebook to communicate with customers. He stressed that businesses should only advertise communication channels they are prepared to actively manage and respond to.
According to Museka, failing to respond to customers on platforms a business has publicly promoted can create a poor customer experience, even when the business performs well in its physical operations.
He also highlighted the growing relationship between customer experience and business growth, noting that satisfied customers are likely to share their experiences with others.
“When one customer is happy about you, they don’t keep quiet,” Museka said. The same principle applies to negative experiences, making the quality of customer interactions increasingly important to a business’s reputation.
Museka described customer experience as more than a support function, positioning it as a potential growth strategy that can contribute to customer retention, advocacy and revenue growth.
His message at the seminar was that businesses should look beyond simply attracting customers and pay greater attention to what happens once those customers interact with their brand.
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