" If a diabetic, on his way to buy insulin , is killed by a runaway truck, he is the victim of an accident. If the truck was delivering sugar, he is the victim of an oddly poetic coincidence. But if the truck was delivering insulin, ah! Then he is the victim of an irony." -- George Carlin.
Consumers often bemoan the fact that no one ever listens to or
respects their concerns and complaints. Retailers according to these folks are out for just one thing: profit and the customer be damned.
In many situations there are no feedback mechanisms by which a customer can either complain about or praise the quality of the service or product they received from a particular retailer.
Many businesses today now offer customers the chance to either praise or critique the quality of service they received at their place of business. Astute consumers will notice that their receipt now includes a website address to which customers with a gripe or concern can express themselves and hopefully have their opinions heard, appreciated and ultimately acted upon.
The one irony in this scenario lies in the fact that not many consumers will visit the company website and express their concerns. They are either not reading their receipts fully or are dismissing the site as patronizing and not worth their while visiting.
Bookstores, large chain grocery stores, computer retailers, pharmacies and national retailers offer cash rewards and other incentives to those folks who will visit their site and tell them about their in store experiences. Many folks still resist the temptation to visit the site no matter how appealing the incentive offered.
Three weeks ago Sarah , a single mother with three young children, is one such person who often hesitated to express herself no matter how insistently her friends and family encouraged her to do so. She is a working mother and as such tries to maximize the dollar return she receives for money spent.
She had purchased a package of sweet and sour spare ribs she planned to cook for her family and inlaws. The top layer of the platic wrapped container displayed two ideal cuts of the ribs. The package offered a four dollar discount and she gladly purchased the meat.
When she opened the package at home she discovered that she had been scammed. The second layer of the ribs was laden with fat and the quality of the meat not top grade as she had expected it would be. She felt betrayed and ripped off by her favorite grocery store. She has been shopping there for many years and her customer club card describes her as being an "elite" customer.
She then decided to visit the grocery chain's online website site and express her dismay and outrage that the meat department would engage in such deceptive marketing practices. The in house meat department had processed the meat and labelled the meat as the store's own product. There were no middle men involved in the preparation of the ribs.
She expressed her dismay and opinions freely, frankly and forthrightly. She said it helped her to vent all the negative feelings she had against the store. At the time she was doubtful that the large national grocery chain would either appreciate or act upon her comments and critiques.
Recently she received a letter of apology from the store's regional manager in charge of customer relations. The letter heartily apologized for the poor quality of the meat she received. She was also offered a one hundred dollar gift certificate from the store and the private telephone number of the store's regional office should she have any other concerns or critiques.
In her opinion the letter was sincere and not merely patronizing. The manager hoped that this negative experience would not dissuade her from continuing her long term relationship with the outlet. He told her that she was a valued customer of the store. The incident would be investigated and the involved parties spoken to and handled.
Sarah was grateful that she took action and visited the site. She encourages other folks to also visit similar sites and offer their experiences and opinions in this public forum. She added that she will now scan all future receipts for web site addresses and will visit them if she experiences similar situations in the future.
People living on fixed incomes, retirees, widows , students and others know the importance of getting value for their dollars. They also must realize that they need to make their voices heard by way of these company web sites.
To stoically suffer in silence or gripe your dismay to family and friends is no longer acceptable in today's fast paced, consumer oriented world.