The digital age has ushered in a new era of customer expectations. Consumers have the ability to access anything from almost anywhere and comparison shopping has become easier than ever before.
Traditionally, companies thought that once they had the customer, the customer was theirs and they need not do anything else. In the digital era, things are different, with the consumer being more informed and engaged. Customer loyalty is no longer automatic. Businesses need to be adaptive to meet consumer needs. Organizations should strive to provide prompt and efficient services to their consumers. They should take all possible steps to minimize instances of consumer complaints/grievances and ensure their prompt redressal.
A review mechanism should be in place which will help to identify shortcomings in products/services and minimize customer dissatisfaction. A company’s redressal policy should be prepared on the principles of natural justice and fairness. Employees of the company should be trained, so as to sensitize them on effectively handling customer complaints. Companies should advise the customer about its redressal policy, how and whom to make a complaint, when to expect a reply, and what to do if not satisfied with the outcome.
The current Government has acknowledged that the growth of the economy depends on the purchasing power of the consumer. It has stressed the importance of consumer grievance redressal with an idea to resolve new India. The Government has introduced a series of legal reforms, with a view to protect consumer interest, some of which are as below:
With all this, gone are the days where the ‘consumer was asked to beware’. With the increased redressal options available to a consumer and competition, a consumer is now the one who assumes to be treated like a king.
Consumer complaints are the first step of redressal that the customer takes for protection of interests. In the time of the internet and social media, consumer complaints and feedback have more power than ever. A small mistake can sometimes ruin a brand’s reputation which may have been built over years. It is therefore important that an organization treat consumer complaints positively and constructively. Consumer complaints can actually help an organization improve their products and services. It is a great form of feedback. Having a robust consumer redressal policy and ensuring its strict compliance will go a long way in ensuring customer satisfaction, and consequently building a strong brand.
Stuti Galiya is Counsel at Khaitan & Co. Views of the author are personal, and should not be considered as views of Khaitan & Co.
(Disclaimer: The views and opinions expressed in this article are those of the author and do not necessarily reflect the views of YourStory.)