By Bernard Kelvin CLIVE
“A business without customers is just a hobby with expenses.” – Bernard Kelvin Clive
Today, we continue our series on customer care, customer experience, and handling negative feedback.
This is especially vital for small business owners and brands who want to build and sustain a cordial relationship with clients.
Businesses thrive on clients—without them, there is no business. That’s why every single customer should be treated like gold.
There are many instances where businesses fall short, and these shortcomings must be addressed. In the previous article, I shared some personal experiences with vendors and clients, and how I handled them.
That piece sparked a lot of conversation—others shared similar stories, especially from the entrepreneurship ecosystems in Ghana and Nigeria. So, let’s get into some of those insights and lessons.
The customer care shift: from humble to haughty
Most small business owners start off strong with customer care. When they’re just launching, their focus is on gaining traction. By default, they treat their first clients well—polite, patient, and attentive.
“Please buy from me.”
“Try my product or service.”
These are common initial pleas. The tone is warm and welcoming. That behavior is often the reason they get their first few loyal customers.
But here’s the problem: once they begin gaining popularity—especially online with digital followers—their attitude shifts. The very people who helped elevate their brand suddenly start receiving less attention or, worse, are disregarded. I call this the celebrity stage. It’s the point where some brands think they’ve “arrived.”
When complaints are met with disdain
If a customer complains about a service or product that didn’t meet expectations, that feedback should be seen as an opportunity to grow. But what often happens? Customers are treated with disdain.
It’s worrying, especially when the very customers being disregarded are the ones who helped build the brand’s foundation. Businesses should never forget their “first love”—those early patrons who gave them a chance when nobody else did.
Create a category for such customers. Recognize them. Honour them. Treat them with intentional respect and benefits. They are your core tribe.
The Price Trap: When growth pushes old clients away
Another issue arises when businesses start pricing their products or services higher after gaining some traction. Again, there’s nothing wrong with charging what you’re worth. However, a strategic pricing model should still exist—especially for your early supporters.
Offer loyalty bonuses or discounts. These clients held the fort for you. They shared your posts. They referred people. They were your marketing department before you had one.
If your pricing suddenly becomes exclusive and unreachable to your early adopters, you’re essentially pushing them out. That’s not how sustainable business is done.
Put customers in different categories and serve them accordingly. If growth is overwhelming, delegate. Employ systems or people to handle parts of your customer relationship management. Use tools to automate and streamline. Numbers can overwhelm, yes—but systems can balance the load.
The Cost of Disregard: Real Stories That Hurt
Let me share some real-life stories that reflect these challenges.
Worlanyo’s Disappointment: From Supporter to Ignored
Nanyi Wolanyo, a clinical psychologist and a member of a mentorship group I’m part of, shared how she supported startups and friends in business by buying from them and referring clients to them.
At some point, however, these businesses began ignoring her. She would place orders and get no responses or delivery. This really hurt her.
She said, “You were the same people who begged us to buy from you. Now you’re acting like you don’t need us.”
That is a trend that must be addressed. If you’re growing and cannot manage everything, communicate clearly. But never disregard those who held you down when you were nothing.
Richmond’s Story: A Broken Promise and Broken Trust
Richmond Asuah Nkansah, a public speaker, shared his painful experience with a photographer he hired for a funeral. He had paid part of the fee in advance and finalized all plans.
On the day of the event, the photographer called with an excuse—no vehicle to get to the venue. Richmond tried to offer alternatives, even helping him figure out a way to get there. But the photographer never showed up.
That failure disrupted a sacred event and deeply affected the trust and flow of the day. When you break promises to clients, you break the brand. A single act like this can cost years of goodwill.
Mary’s Case: Poor Treatment Over a Delayed Product
Mary Akosua Addai(Akosua Swagga) also shared her ordeal. She ordered a product from Nigeria to Ghana through a known transport service. Delivery was promised within a week. She even extended the grace period to two weeks. A month passed—still no product.
When she called the vendor to inquire, she was met with disrespect and shouting instead of apologizing. Eventually, when the product arrived, she visited the transport office to file a complaint. The owner dismissed her feedback entirely.
This is how businesses lose long-term customers. A simple apology and effort to fix the issue would have restored some trust. Instead, pride and poor communication cost them a loyal customer.
When Pride Enters, Customers Exit
What do all these stories have in common? Pride. Once businesses start gaining some attention, they forget where they came from. They stop seeing the individual behind the sale. But business is always personal.
If your systems are breaking down due to growth, fix your systems, not your attitude. Feedback—especially negative ones—should be seen as gold. They are the keys to improving, adapting, and evolving.
Practical Tips for Sustaining Growth Through Customer Care
Here are a few practical actions MSMEs and brands can take to ensure longevity through good customer care:
- Categorize your clients – Segment them into early adopters, new leads, loyal repeat buyers, etc.
- Maintain personalized pricing and rewards – Offer long-time clients discounts or early access.
- Automate customer care – Use CRM systems or customer service platforms to manage queries and complaints.
- Delegate communication – If you can’t do it all, assign someone who can speak for your brand with respect and empathy.
- Always respond to feedback – Whether good or bad, show that you’re listening.
- Apologize when you go wrong – A simple “we’re sorry” goes a long way.
- Keep improving – Build on feedback to deliver better service continuously.
Hold the Customer in High Regard
The same way you treated clients when you had just two orders a month should be the same way—or even better—when you’re doing 200.
Never let pride, pressure, or popularity make you forget the human behind the invoice. Every customer matters. Every feedback counts. The clients paying small amounts today might be the ones recommending you to the big contracts tomorrow.
Let’s raise the bar on how we treat clients in our local business spaces. Let’s build systems and structures that preserve trust, not just increase profits.
Go back to the drawing board, check where you fell short, and do better. That’s how we build lasting brands.
Now, it’s your turn, what has been your experience and how can you make things better?
Remember, I’m your brand and publishing consultant.
