Shoddy service, bad quality products, broken promises, and contract foul-ups are just some of the problems faced regularly by consumers. But the rights of South African consumers are protected by law, which means they can demand redress.
There are various pieces of powerful legislation in place to protect consumers, the most important being the Consumer Protection Act (Act 68 of 2008) and the National Credit Act (Act 34 of 2005
| Consumer rights The Consumer Protection Act outlines key consumer rights, including the right to: Be heard: consumers have the right to be heard on issues, policies, plans, programs, and decisions that affect them. Safety: consumers must be protected against flaws or hidden dangers in products or services. Redress: When you are sold an inferior product or service, you have the right to demand a replacement or a refund. Be informed: Consumers have the right to be given all the information they need about a product or service. Choice: Consumers have the right to a variety of products and goods that are competitively priced. Consumer education: Consumers have the right to education that will empower them to make informed choices. Satisfaction of basic needs: Consumers have the right to basic goods and services for survival, such as food, water, education, and sanitation. A healthy environment: Consumers have the right to a physical environment that will enhance their quality of life. Complaints There is no need to accept faulty products or shoddy service. First, try to settle your complaint directly with the business or service provider. If that fails, you can take it up with your Provincial Consumer Affairs Offices. These offices, in all nine provinces, offer advice, education, information, and protection. |
Every business has to deal with situations in which things go wrong from a customer’s point of view. However you respond if this happens, don’t be dismissive of your customer’s problem – even if you’re convinced you’re not at fault.
Although it might seem contradictory, a customer with a complaint represents a genuine opportunity for your business:
- If you handle the complaint successfully, your customer is likely to prove more loyal than if nothing had gone wrong
- People willing to complain are rare – your complaining customer may be alerting you to a problem experienced by many others who silently took their customs elsewhere
Complaints should be handled courteously, sympathetically, and – above all – swiftly. Make sure that your business has an established procedure for dealing with customer complaints and that it is known to all your employees.
At the very least it should involve:
- Listening sympathetically to establish the details of the complaint
- Recording the details together with relevant material, such as a sales receipt or damaged goods
- Offering rectification – whether by repair, replacement, or refund
- Appropriate follow-up action, such as a letter of apology or a phone call to make sure that the problem has been made good
If you’re proud of the way you rectify problems – by offering no-questions refunds, for example – make sure your customers know about it. Your method of dealing with customer problems is one more way to stay ahead of your competitors.