Customer’s the king

After years of being sidelined, why has consumer satisfaction become such a talked-about issue these days?This could be explained by the ...

After years of being sidelined, why has consumer satisfaction become such a talked-about issue these days?
This could be explained by the tidal wave of global competition faced by the Indian industry after liberalisation. This unnerved many businessmen, who were aware of the defects in their system but had become complacent operating in a scenario where the demand chased the supply. Once competition grew and the market started flooding with items, especially consumer durables, they were forced to sit up and take notice of what they were offering their consumers.

Why then is the consumer still not given his due in terms of quality and service?
This is because making the industry consumer-oriented is like undergoing a cultural change. This calls for a change in the mindset, in the way we think and act. And that takes time.

As per the Global Competitiveness Reports of the World Economic Forum, India was ranked 40th, out of 41 countries, in the sphere of customer orientation in 1994. I was also appalled to find that the 1999 syllabus of the University of Pune’s MBA course, that has 40 business schools affiliated to it, does not have a single word on consumer orientation except briefly in the context of the Consumer Protection Act (CPA). The attitudinal change has a long way to go.

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But just like the manufacturer, even the consumer needs to develop a mindset about it. Indian customers have been conditioned to accept what they get without protest. And despite the CPA and consumer groups, most consumers still feel satisfied with less than what they ask for.

Six months ago, I purchased a car whose price had been slashed a month ago. But while making the final payment, I discovered that I was actually paying almost Rs. 2,000 more than the reduced price. I asked for an explanation but the sales personnel could not come up with a convincing one. Ultimately, they said they would ask the head office, and I could defer the difference till then. It’s been six months now and I am still waiting for the explanation. I am ready to pay the amount, but as a customer, I want to know what I am paying for. I was fortunate to have the old and new price lists with me, so I could compare and question. But most people would have just paid up.

Take the case of the free service you are entitled to. Ten days ago, when I went to pick up my car after the free service, I found that the form detailing the work done had neat little tick marks alongside almost every block. Now some of these items can be checked only if the car is driven for some time, but the metre reading was exactly what it had been when I had left the car there. When I questioned the service people, they had no answer. Unless consumers voice their complaints, we cannot curb such organised cheating.

What course of action should a consumer follow in case he wants to complain against the service or the quality of goods?
He should get back to the organisation and press for claims at the highest level. The lower levels are not always empowered to rectify the situation. A study carried out by the Delhi-based Indica Research in late 1994, involving CEOs and top managers of 100 firms, revealed that 79 per cent of them include the improvement of customer service amongst their top three priorities.

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Technology makes it easy for you to match your competitor’s product feature-wise but you can turn the tide in your favour through your customer service. In fact, many marketing people have now started using the term `feed-forward’ instead of `feedback,’ which means anticipating the customer’s requirement and meeting it right from the beginning. So, hopefully, a change is on the anvil. But it is up to the consumer to push it forward.