CX Spotlight – Adel Afele-Gavu
In the world of CX, there are countless unsung heroes making remarkable strides. In this edition, we shine a spotlight on Adel Afele-Gavu. We had the pleasure of getting to know her better, and her story may just inspire you to continue making a difference in your own way.
Can you describe your journey to your current role?
My journey has been a fascinating ride, divided into chapters filled with unique challenges. From my unexpected start in daycare, where I inadvertently honed my customer service skills through dealing with parents, to my stint as a cashier in retail, where I learned firsthand the meaning of “customer is king.”
Transitioning into the call center world introduced me to a whole new ball game, navigating angry customers from major credit card companies. Despite setbacks, like multiple rejections from higher-paying call center jobs, persistence paid off when I landed a role at a pharmacy benefits manager, delving into the intricacies of insurance and medications.
Moving into HR was a natural progression, where my customer experience background proved invaluable in understanding and supporting employees. I’ve since explored various industries, from pharmacy benefits to renewable energy and beyond.
Now, as the chief servant at Senadel Consult, I’m thrilled to lead our team in strategies for growth. Though challenging, I’m ready to roll up my sleeves once again for the next exciting chapter!
What is your personal mantra or statement?
One word, Integrity.
Can you share your leadership style and its impact on success?
My leadership style varies depending on factors such as industry, business size, staff background, project, issue at hand, and location. I’ve found myself employing a blend of democratic, authoritative, coaching, and affiliative styles. I believe using a mix of these approaches, tailored to the situation, yields effective results.
What are your thoughts on the state of customer experience (CX) in Ghana?
It seems we’re not fully distinguishing between customer service and customer experience. Customer service is immediate, while customer experience is ongoing, aiming for long-term customer retention. We must realize that how customers perceive our brand directly influences their loyalty. It’s crucial to understand that the way customers feel about our business determines whether they stay or go. Let’s remember: our employees bridge the gap between our customers and our business.
How do you determine the success of your CX strategies?
Client retention, and having repeat customers, are the indicators that we are doing something right.
How do you keep up with the latest CX trends and technology?
Through researching and reading. Continuously trying to find out what is new in the customer experience space and how it can help my clients.
What is your approach to solving problems in your role and prioritizing tasks and projects?
I use the WWHW approach.
- WHAT is the problem? Identify the problem. Understand the root cause.
- WHY does the problem need to be solved? The goal
- HOW is the problem going to be solved? Action plan
- WHEN will the plan be put into action? Execution of plan
- Review the results.
How have you contributed to advancing CX in your current position?
At Senadel Consult Ltd, every staff member possesses a background in customer service/experience, a prerequisite for recruitment, essential for our business growth. Additionally, employees are enrolled in online courses to stay updated on industry changes and advancements.
How do you collaborate with other departments to achieve CX goals?
Every employee must undergo CX training and comprehend CX goals, which should be recurrent. Establish “in your shoes” programs where staff from different departments periodically swap roles to gain firsthand insight into each other’s responsibilities and operations.
What steps should one follow to pursue a career similar to yours?
Start with the degree, get the experience. Start from the entry level roles, that allows you to build the experience from the ground up, pursue courses in HR and Training from reputable organizations, obtain your certification and if possible, pursue your masters. Understand that all these will take time.
Do you have any advice for aspiring CX professionals?
CX is an interactive experience, whether face-to-face or over the phone. It’s about creating a memorable encounter for clients, becoming the face of the organization, and shaping how it’s perceived. Embrace imperfections, highlight the positives, and prioritize integrity. Listen actively, build trust through consistency, and always follow through on promises. Transparency trumps deception, and a smile, even unseen, resonates with customers.
