EVER since entering the banking sector, the phrase “Customer is King” and “Customer is Always Right” have echoed across the industry. These words, often attributed to western practices, highlight the vital importance of prioritizing customer satisfaction and loyalty. As banks strive to cater to their clients’ needs, it is essential to explore the practical implications of these principles and analyze their application in the context of the banking landscape. In this article, we will delve into the perception of customers as kings in the banking realm, examining both the symbolic and substantive aspects of the “Customer is King” tagline that is frequently used as a promotional and marketing strategy by various banks.
While these words sound appealing and establish a positive brand image, the actual treatment of customers may sometimes differ. This raises the question of whether the customer’s status as king is merely symbolic or genuinely reflects a commitment to prioritize their wellbeing. A common illustration of the symbolic aspect can be found in parking arrangements within banking premises. Despite reserved parking spaces for managers and operation managers, one may observe the absence of a designated spot for the customer. This sends a conflicting message about the true importance placed on customers, as they are not granted the same courtesy as internal personnel.
Moreover, the seating arrangements can be telling of the underlying attitude towards customers. While bank officers often enjoy comfortable and luxurious revolving chairs, the customer’s seating may be a modest and inexpensive chair. Such disparities can diminish the credibility of the symbolic representation, as customers might feel undervalued in comparison to the depicted image of kingship. Beyond the symbolic gestures, the practical treatment of customers is equally crucial. Some renowned banks, known for their reputed customer service, may reveal a different reality upon closer inspection. Beneath the surface, these institutions may prioritize their own benefits and interests over genuine customer satisfaction. This raises concerns about the authenticity of their “Customer is King” approach and whether it is merely a façade to create a positive impression.
In some instances, customers may experience abrupt farewells reminiscent of slaughtering sacrificial goats, only to be later recognized as “kings” in mere words. Such insincere practices not only erode trust but also contribute to a negative perception of the banking industry’s commitment to customer-centricity. From an Islamic perspective, the treatment of customers transcends mere symbolism. It emphasizes the core values of sacrifice and respect for the sake of Allah. The Qur’an and hadiths advocate for a love of humanity, reserved for all precious and valuable creations. Consequently, our understanding of the customer should surpass the title of kingship and encompass their status as “Ashraf ul-Mukhlookat” (the most honoured of creations).
This understanding calls for genuine love and reverence for customers, irrespective of any personal gain or interest. Treating customers with respect and honour is not a superficial act driven by personal gains. Instead, it is rooted in acknowledging their creation by the greatest artist, Allah. Customers are a masterpiece of divine creation and recognizing this should inspire a genuine reverence for their worth and significance. Disrespecting customers, on the other hand, may invite the displeasure of the Almighty. Hence, treating customers with respect should be an intrinsic part of an organization’s ethos driven by an understanding of their inherent value and worth. In conclusion, the phrase “Customer is King” carries profound implications for the banking industry.
It signifies not only the symbolic representation of customers’ significance but also the substantive actions taken to prioritize their well-being. For banks to truly honour the principle of customer-centricity, they must move beyond symbolic gestures and embody a sincere commitment to customer satisfaction and respect. An Islamic perspective reinforces the importance of genuine love and reverence for customers, rooted in the recognition of their divine creation. By treating customers with respect, honour and dignity, banks can foster a culture of trust and loyalty furthering the notion of brotherhood and morality in society.
—The writer is contributing columnist, based in Gujerat.
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