CONSUMER PROTECTION AND CUSTOMER RELATIONS

Consumer protection is about helping consumers to get a fair deal whenever they go to the shops to
buy goods and services.

Consumers need protection when buying goods and services because businessmen might exploit them
in many possible ways.

 OVERCHARGING - Traders might fix prices at artificially high levels in order to maximize their profits
at the expense of consumers.

 MISLEADING PRICE REDUCTIONS - might be offered to tempt customers to believe they have got a
bargain, which in reality is not the truth.

 UNDER WEIGHT GOODS - Consumers might not receive the correct weight, quantity or measure of
goods.

 FALSE ADVERTISEMENT - Advertisement might make false and misleading claims for goods e.g.
describing goods as waterproof even if they are not.

 POOR QUALITY RAW MATERIALS - Firms might try to cut production costs by using inferior or even
dangerous ingredients products. Such goods might cause harm to the consumers.

 IGNORANCE OF CONSUMERS OF THEIR RIGHTS - People may be ignorant or an aware of their

consumer rights. Even if they are aware of their rights, they may not be able to exercise them as
legal action against erring sellers, as it may be beyond the means of an average consumer

CONSUMER RIGHTS

 The right to be informed - This means the right to be given the information needed to make a choice
each time they buy goods.

 The Right to choose - The consumers has the right to have access to a variety of products at
competitive prices.

 The Right to safety - The consumer has the right to be protected against products which are
injurious to health or life.

 The Right to a healthy environment - this means the right to a physical environment that will
enhance the quality of life at present as well as in future.

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 The Right to representation - The right to have consumer interests in the making and execution of
government policy on the production of goods.

 The Right to be heard - the consumer should be heard when expressing their views.

 He right to redress - Means the right to receive a fair settlement of just claims including
compensation for misrepresentation, unsatisfactory services etc.

 The Right to Consumer education - The consumer has the right to acquire the knowledge to be an
informed consumer throughout life.

There are three possible ways of protecting consumers:

a) CONSUMER LAW - A law can be passed by parliament which makes it a crime for traders to mislead
or cheat consumers and sots out punishment for the crime. In Botswana for example, the consumer
protection act of 1998 has been designed to offer protection to the consumers.

b) SETTING UP STATUTORY BODIES - Statutory bodies are organisations set up to provide consumers
with awareness and protection. It could be a government department charged with the
responsibility to protect consumers. E.g. Consumer affairs unit in the ministry of commerce and
industry.

1. THE OMBUDSMAN (PUBLIC PROTECTOR)

The ombudsman is a high level official who is independent of government or any political party. He is
appointed by the president in consultation with the opposition.

The work of the ombudsman is to:

i) Receive any kind of complaints from members of the public, private companies or any other
legal persons against government departments, government agencies or any other authorities in
which government is a part.

ii) Investigate the complaints and recommend remedial action. In this way, the ombudsman plays a
vital role in protecting the consumer.

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2. THE BOTSWANA BUREAU OF STANDARDS (BOBS)

BOBS was formed with the objective of improving the quality of life of the citizens of Botswana by

i) formulating Botswana standards

ii) Co-coordinating quality assurance activities in Botswana. Standards encourage an improved

quality of life by contribution to safety, human health, and the protection of the
environment.

CONSUMER MOVEMENT/ASSOCIATION

A consumer movement is a group of people who have got together in order to:

Benefit the community by addressing the issues affecting the interests of the consumer and make the
society more responsive to consumer’s needs and interests.

Consumer association is movement of people for the people. It will protect consumers against any one
or more of the following:

a) Supply of poor services.

b) Supply of shoddy goods.

c) Lack of proper representation at decision making levels.

d) Poor treatment of customers by the business community.

e) Lack of adequate measures of redress.

f) Lack of enough information on goods and services selling in the market.

CUSTOMER SERVICE

Business exits because of customers. Customer service is the key to maintaining your customers and
ensuring more sales. It varies from one type of business to another. These include the following.

a) Information - The seller should provide all the information the customer needs to know prior to
buying the products. This information can be passed to the customers through the media or in the
form of manuals, leaflets, catalogues.

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b) Assistance - Customers need attention when they come to your shop. So the staff should always be
available and ready to provide help to customers.

c) Customer Care - Take good care of your customer’s .Remember to Deal with customers query
orders etc. Give customers discounts, delivery service and credit facilities if necessary.

d) Refund or replacement - A customer may be dissatisfied with a product purchased because It is not
the correct size, It is not what they ordered, It is supplied too late, It is expired It is damaged on
transit and It is not properly packaged

FEATURES OF GOOD CUSTOMER SERVICE

Good customer relations depend upon the following factors:

STAFF - A well trained staff which is focused on providing the best possible service is the best tool of
good customer relations. The staff should always be ready to take prompt actions to deal with customer
needs whether it is a complaint, Inquiry or orders. So the staff should have thorough product
knowledge. The staff should have confidence and necessary authority to resolve the situation.

PREMISES - The premises where the shop is located must be clean and appealing with clear access road.
The layout and display of goods inside the shop should be neat and attractive. A clean premise sends a
positive image of an organisation and provides comfortable and enjoyable shopping. It also motivates
the customers to come back to the same shop again.

PRODUCT - A high quality product builds customers confidence and loyalty. If the quality of the product
does not meet the customer’s tastes then they will not buy. Good quality product is a powerful tool for
maintaining the old customers and attracting new ones.

AFTER- SALES - SERVICE - After sales service may be provided in the following ways:

 Technical maintenance and repair service

 Hot line query service which enable customers with difficulties to obtain instant advice on how
to operate complicated equipment.
 Information follow-up, particularly concerning new products.

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THE IMPORTANCE OF GOODS CUSTOMER SERVICE

 It helps to build the reputation of the business and maintain a good relationship with customers.
 It encourages the customers to always buy from the same shop.
 To beat competitors.
 It brings feedback that can be used to improve the products and services.

HOW TO HANDLE CUSTOMER COMPLAINTS

Customers must be kept happy. The following are some of the ways in which customer complaints could
be handled to keep them happy.

1. Do no argue with customers. Complaints of customers should be listened to and understood.

2. When there is a misunderstanding about a product or service, one has to wait until the customer
has explained their point of view. Never tell the customers they are wrong or criticize them.

3. Try to understand and sympathise with the customers complaints. Always be helpful to the
customers.

4. Put yourself in the customer’s shoes.