Customer8217;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 Pune8217;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.

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. It8217;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 competitor8217;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-forward8217; instead of feedback,8217; which means anticipating the customer8217;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.

Sunanda Mehta

Sunanda Mehta is the Resident Editor of The Indian Express in Pune. She is a distinguished journalist, columnist, and author with over three decades of experience in the media industry. Educational background: A merit-lister in her 12 th in CBSE (5th rank in Humanities) Sunanda stood first in History in the Board for which she was awarded the Dr Tarachand Gold Medal. She is a triple-graduate with a Bachelor of Arts (History Honours) from Lady Shri Ram College, New Delhi, Bachelor of Education, Delhi University (on scholarship) and Bachelor of Communication and Journalism, University of Pune. Professional Background Role: As Resident Editor, she oversees the Pune edition of The Indian Express, managing local news coverage, investigative features, and editorial direction for the city. Author: She is an accomplished author, known for her biographies. Her notable books include: The Extraordinary Life and Death of Sunanda Pushkar published by Pan Macmillan (2019). The book was long-listed for the Atta Galatta award for nonfiction and Auther award for best debut author. Majestic Musings - Translation of poems from 100 year old Badshaian from Punjabi to English (2023) Behind the Big Screen- the untold stories of child actors published by Bloomsbury India (2024) Focus Areas: While Sunanda has reported on various subjects from civic to political to investigative and crime, her forte remains long-form human-interest stories, heritage and gender issues. Core Column: "Against All Odds" Sunanda curates and writes a signature series titled "Against All Odds," which profiles individuals who have overcome significant personal, medical, or professional challenges. Recent notable articles (2025) The Story of Dr. Harinder Dhaliwal (July 2025): A Pune AFMC topper who became a neurologist in Canada despite becoming paraplegic. Jayoo Patwardhan’s Cancer Journey (Jan 2025): How the National Film Award-winning designer defeated cancer. Partha Iyengar’s Emergency mid-air (Aug 2025): The story of how Gartner’s India head survived a massive heart attack during a long-haul flight. Recent Notable Articles (Late 2025) Her recent reportage continues to explore deep personal narratives and Pune’s socio-environmental landscape: 1. Personal Narratives & Closure "'I grieved for him 10 years after his murder, found closure to unsolved case'" (Dec 14, 2025): A poignant feature on Vineet Alurkar, son of the late Pune music legend Suresh Alurkar, and how digitizing his father’s collection helped him heal. "A 40-day journey home: how Christopher Benninger's partner gave him the gift of memories" (Nov 23, 2025): A moving tribute to the late acclaimed architect Christopher Benninger and his final trip to the US. "'After 38 years I finally met my biological mother'" (Sept 28, 2025): Chronicling the journey of an adopted daughter from Zurich searching for her roots in Pune. 2. Civic & Heritage "'Vetal Tekdi belongs to common citizens'" (Oct 20, 2025): An interview with environmental activist Dr. Sushma Date on the community-led protection of Pune’s vital green lungs. "'Military village' Apshinge recalls living through war days" (Aug 12, 2025): A report from a village in Maharashtra where nearly every household has a member in the armed forces, focusing on their legacy and current anxieties. 3. High-Profile Commentary & Investigations "Malegaon blast acquittals: 'I was expecting this verdict'" (July 31, 2025): An interview with former special public prosecutor Rohini Salian following the controversial acquittals. "Grounded, license cancelled... she decided to soar higher" (March 30, 2025): The story of Dr. Harpreet A De Singh, Air India’s first woman pilot from 1988, and her transition to leadership and meditation. Signature Style Sunanda Mehta is known for her empathetic storytelling. Unlike standard news reporting, her features often read like narrative non-fiction, focusing on the psychological and emotional resilience of her subjects. One of her articles in The Indian Express titled 'The Quality of Mercy' was converted into a film Rubaru Roshini produced by actor Aamir Khan. She is a strong advocate for Pune's heritage and environment, frequently using her platform to amplify citizen-led movements. X (Twitter): @sunandamehta and @ExpressPune ... Read More