`I had a marketing assignment. Makro was the first wholesale trader in Malaysia, but is now facing stiff competition. My job was to find out what customers expect from Makro, targeting café and restaurant owners in particular. There is a lot of room for growth in that market.'
Christiaan explains that the wholesaler follows a strategy of low costs and low prices. `But that strategy only works if you really have the lowest prices. Because the market is so competitive, Makro doesn't always manage to do so. Because of that, they would benefit from distinguishing themselves with quality service.'
He reached this conclusion by interviewing customers and non-customers of the wholesaler. `I just took position in the shop with a questionnaire and asked café and restaurant owners why did they not do all of their shopping at the Makro. The problem was that I was the only white man in a European company. People thought I was some kind of bigwig, so some were afraid to say that they were dissatisfied by the pricing, for example. They are too modest for that. I took that effect into account while drawing my conclusion.' The customers told Christiaan that quality service can make the difference. `For example, they would appreciate it if Makro staff would think along with them better. Don't forget, these are restaurant owners we are talking about. They are tough customers who demand quality and know the value of products precisely.
In order to find non-customers, Christiaan visited a number of restaurants. `”Where do you shop,” I asked. And why not at the Makro? And again I got answers that indicated bad service. The restaurant owners complained that they do not get a free bag, cannot pay with credit card and have to face long lines.'
Christiaan gives a number of recommendations in his paper. `Simple things like smiling at customers, thanking them for waiting, rewarding loyal customers, helping customers carry their purchases, et cetera. I also gave a number of recommendations for the long term, like installing TV screens in the checkout area to alleviate the waiting time.'
In addition to his work, he enjoyed the country immensely. `Malaysia is perfect for students. Everyone speaks English, even the lavatory attendants. People are very accessible, the weather and food are great and for a small sum Air Asia carried me quickly to Bangkok or some beautiful tropical beach. Part of the adventure was that I traveled alone. This was really my adventure.'
