The question of customer satisfaction doesn’t engage with adequate relevance in our country because people don’t complain. And companies neither listen nor try to develop consistent customer satisfaction oriented policies. Moreover, there is an absolute inexistence of intervention from the authorities around this system. For all these reasons, it is crucial we discuss ways to raise the level of awareness in each of the components and from there, design and incorporate plans to ultimately improve the quality of service which, after all, is just the result of enjoying a more fair society.
1st Component: Consumers
There are different theories to explain the rationale behind certain consumer behaviors once that acquisition of a product has been realized, yet the expectations toward its performance have not been met. We normally sense a frustration feeling which can easily turn into anger, mainly because someone promised a solution to a necessity and it didn’t happen as it was conceived. In the end, we’ll crash in disappointment and impotence.
But what happens when people consider the implications of their reactions as a tactic to overcome future similar incidents? The result is an individual initiative that strengthen the business structure because it provides inputs carrying valuable information capable of diagnosing its effectiveness.
It’s of consideration that our consumers don’t complain to provide these feedbacks due to a poor consciousness on the value of their contributions. They don’t know how to do it either and if they did, it’s general belief that nothing would change then. As a matter of fact, when any dissatisfaction is mentioned or claims are started in front of other consumers, it doesn’t cause a natural backup but rather lack of support.
Ironically, members of a group under identical situation don’t let others defend common interests and many times show opposition to protests against unfair schemes, avoid disruptions to their normal activities. They ignore that things will not change until a majority of consumers empower themselves and begin taking common actions. Consumers should demand appropriate levels of customer services and satisfaction avoiding an apathetic acceptance. This will trigger other instances to assume their share of responsability in the interchange of goods and services.
Second: Regulation is a Vital Component
No system can survive without rules. Just like our society would turn in chaos if we didn’t have laws to protect everyone’s rights, it works the same with social activities especially transactions. When there are two parties with opposed interests, one that acquires a product at the best possible value and providers facing production costs to gain a balance point, there should be an external observer. His job is to make sure that both interests remain protected without trespassing the barrier of what is considered fair by general consensus.
The reality is that we see all types of compromised positions from those who should apply full weight of law to violations. Take for instance, more than a million credit card holders facing abusive financial conditions. Authorities only respond with an alleged disability to act because “it’s free market operation”. Another is when retailers raise their prizes without justification and the official statement is “they are verifying the certainty of these facts”.
Scams, frauds, poisonous ingredients in foods, refund denials, deceiving advertisements and many other mistreats happen in the face of regulators without any action from their end. This is the reason why consumers don’t feel encouraged to protest against these scandals, since they know what the outcome will be. There is always an open back door for those who have their own way with unfair business practices. Because nobody sets an example, there are no hopes about fair application of laws.
In truth, this would be the ultimate step to take aligned with the creation of instruments to guarantee consumer protection. This defense must come from the institutions in various forms in order to provide solution to ancestral wrongdoings. Additionally, we need divulgation of executions, consumer education and tools to denounce improper practices to have all companies operating under stick fondness to laws and transparency.