The Sunday Mail
Cresencia Marjorie Chiremba
“Never underestimate the power of the irate customer” — Joel Ross
IN today’s bustling marketplace, the Consumer Protection Act serves as a compass, guiding businesses through the complexities of customer service.
Ignorance of this crucial piece of legislation is not just a legal misstep, but a stumble that could send ripples through the customer service experience.
It can shake the very foundations of trust and satisfaction.
The sour taste of ignorance: My encounter
Imagine my surprise when a simple act of kindness turned into a bitter lesson on consumer rights.
I had purchased a pure juice drink for my diabetic aunt, who was waiting in the car, only to discover that it was not the one the doctor had advised her to drink.
With the unopened product in hand, I immediately returned to the shop, expecting a straightforward exchange.
But the shop attendants, oblivious to the Consumer Protection Act, refused to accept the return, blaming their machine’s inability to void products.
They also said I had picked the product from the refrigerator; therefore, could not return it.
The situation escalated when one of the attendants claimed to also be familiar with the Consumer Protection Act after I had asked them if they were aware of its provision regarding returning goods.
However, their actions spoke louder than words, revealing their ignorance.
Tempers flared, as we found ourselves in an unexpected stand-off, with my rights as a consumer hanging in the balance.
I was getting furious by the minute.
It was only when I mentioned the possibility of legal action under the Act that they reluctantly relented.
According to the Consumer Protection Act, which came into force 2019:
“The Consumer Protection Act affords consumers the right to choose goods or services of their preferred choice without any undue influence or pressure from suppliers. This includes the right to select or reject any particular item from selected goods before the completion of a transaction and the right to return goods after the completion of a transaction. Where a transaction is completed, a consumer remains with the right to return goods on the discovery that such goods are not of their preferred choice within the shortest period reasonable in the circumstances.”
This experience was an eye-opener.
It revealed to me the possible pitfalls of businesses being ignorant of the Consumer Protection Act.
Violation of consumer rights
My rights were almost trampled upon because the shop assistants were not familiar with the Act, which they claimed to know.
Poor customer service
The initial refusal and subsequent argument demonstrated how ignorance can lead to sub-par customer service. Our argument attracted the attention of other shoppers, which is definitely not good for the shop’s brand image. As a general rule, you do not argue on top of your voice with a customer in front of other customers. Instead, you remain calm and take the customer into a private space and solve the issue.
Potential legal consequences
The shop attendants’ ignorance could have left them in hot water if I had decided to seek legal recourse. Moreover, non-compliance with consumer laws can have legal consequences, including fines and penalties.
Besides what I learned that day, here are some of the general consequences of not knowing the Consumer Protection Act on a company’s customer service experience:
Erosion of trust and reputation
The Consumer Protection Act is designed to protect consumers from unfair and dishonest business practices. When a company fails to comply with these laws, it can lead to a loss of trust among customers. This erosion of trust can damage the company’s reputation and customer relationships.
Dissatisfied customers
Customer satisfaction is closely tied to the perception of fairness and transparency. If customers feel they are being treated unfairly due to a company’s ignorance of the Consumer Protection Act, they could easily be dissatisfied.
Increased complaints and legal consequences
Non-compliance with the Consumer Protection Act can lead to increased complaints from customers. The Act usually outlines how businesses should handle customer complaints. Ignorance of these guidelines can lead to inadequate responses to complaints, further eroding customer loyalty.
These complaints can increase the workload for customer service staff and potentially harm the company’s public image.
Impact on customer loyalty
Customer loyalty is a key driver of business success.
However, ignorance of the Consumer Protection Act can negatively impact customer loyalty. For instance, companies might compromise service during economic downturns to make up for lost revenues, which can make customers feel like they are being taken advantage of.
The Act often requires businesses to provide clear and transparent information about their products or services, so if a business is ignorant of these requirements, it may fail to provide necessary information, leading to customer dissatisfaction.
*Cresencia Marjorie Chiremba is a marketing enthusiast with a strong passion for customer experience. For comments, suggestions and training, she can be reached at [email protected] or at +263 712 979 461, 0719 978 335
