Zim customer now king

CONSUMER issues over the years have largely been a source of pain to aggrieved parties that have felt hard done by providers of goods and services while the latter have largely felt the former are just crybabies that do not deserve much attention and they have gotten away with murder.

In the worst case scenario, firms that disregard the importance and value of a customer have just endured a half-hearted reprimand not backed by action, leaving consumers literally counting their losses.

In many instances, customers have elected to suffer in silence because of lack of recourse.

There are times when the Consumer Council of Zimbabwe has been called a toothless bulldog. It did not bite. In fact, it did not have any teeth at all.

But times are a changing!

The new Consumer Protection Commission (CPC) has sharp canines.

It can bite like a real pit bull such that it is now ill-advised to be caught on the wrong side of the law where consumer rights are concerned.

Disregarding consumer rights and treating clients unfairly can no longer happen. The commission is quite alert and will pounce on any operator found wanting.

Elsewhere in this edition, we carry a story where at least 400 retailers have been prosecuted and 100 others issued with compliance notices for short-changing customers over the past two months, as the CPC consolidates its stance in protecting its constituency.

The most prevalent violations include displaying disclaimer notices such as “No returns”, “No refunds” and “No exchange”; selling expired products; failure to give a warranty on products; failure to display prices for goods and services; failure to provide product labelling; and failure to issue receipts to customers.

Those that persistently cheat and default on their obligations face the possibility of having their trading licences suspended or revoked completely.

Phew! This is exactly what the doctor ordered. For long service providers and shops behaved like they were doing consumers a great favour when they were, in fact, trampling upon their rights in flagrant disregard of the law.

The Consumer Protection Act (Chapter 14:44) confers rights on consumers, which include the right to consumer education and awareness; the right to health and safety; the right to choose; the right to information; the right to be heard, representation and redress; and the right to a fair contractual agreement.

It is clear some operators are not familiar with this Act, but they are up for some stern tutoring by the CPC. These are exciting days.

The customer is king and always has been. Treating them otherwise comes with direct and hidden costs that many operators are only beginning to realise now that the CPC is conducting thorough investigations and giving out commensurate punishment to offenders.

It is just unfortunate that businesses found wanting were just myopic. Observing consumer rights is mutually beneficial to both the customer an the business itself. It has always been healthier for the two to be in harmony with each other.

The social media has also come in handy in terms of exposing offenders while standing with the consumers. In some instances, this has encouraged instant justice. Sometimes mob psychology has done the trick.

However, some of the measures taken and the incidents of fake news have been unfair to business but it all comes with the territory.

With increased competition in most sectors, it is critical that consumer rights be observed for those that seek to attract more customers.

Research has shown that in an era where consumer trust and satisfaction are paramount, consumer protection laws play a vital role in ensuring fair and ethical business practices. These laws serve as a shield against fraudulent activities, deceptive marketing and substandard products or services.

While the primary objective of consumer protection is to safeguard the rights and interests of consumers, it is important to recognise that businesses also reap significant benefits by operating within the confines of these laws. We explore the benefits that businesses can gain from adhering to consumer protection laws and the positive impact it has on their long-term success.

Increased consumer trust

Operating within the framework of consumer protection laws fosters trust between businesses and consumers. When businesses prioritise consumer rights and demonstrate a commitment to their well-being, it establishes a positive reputation, enhances brand loyalty and strengthens customer relationships. By providing transparent information, fair pricing and high-quality products or services, businesses can build a solid foundation of trust, which can lead to repeat purchases, positive word-of-mouth referrals and an expanded customer base.

Enhanced business reputation

Maintaining a strong business reputation is essential in attracting new customers and retaining existing ones. By complying with consumer protection laws, businesses demonstrate their integrity and commitment to ethical practices. This reputation can serve as a competitive advantage, differentiating them from unscrupulous competitors and positioning them as reliable and trustworthy partners. A positive reputation not only attracts more customers but also opens doors to collaborations, partnerships and favourable business opportunities.

Mitigation of legal risks

Consumer protection laws provide a clear legal framework that governs business-consumer interactions. Adhering to these laws helps businesses avoid costly legal battles, lawsuits, and penalties that can arise from non-compliance.

By proactively ensuring compliance with regulations, businesses can minimise legal risks, maintain financial stability and allocate resources towards growth and innovation rather than addressing legal disputes. This proactive approach not only safeguards the interests of consumers but also protects the long-term viability and profitability of businesses.

Competitive advantage

In an increasingly competitive marketplace, businesses that prioritise consumer protection gain a significant edge over their rivals. Consumers are more likely to choose a business that offers reliable customer support, fair return policies and clear dispute resolution mechanisms. By going above and beyond the minimum legal requirements, businesses can differentiate themselves from their competitors and position themselves as industry leaders. This can lead to increased market share, improved customer loyalty and sustainable business growth.

Long-term sustainability

Businesses that prioritise consumer protection laws are more likely to achieve longterm sustainability. By focusing on customer satisfaction and loyalty, businesses can foster a loyal customer base that continues to support them over time. Additionally, by avoiding unethical practices or deceptive tactics, businesses build a foundation of trust that withstands challenges and economic fluctuations.

Operating within the confines of consumer protection laws contributes to the creation of a healthy business ecosystem, where both consumers and businesses can thrive.

Indeed, embracing consumer protection laws not only fulfils ethical obligations but also serves as a strategic business decision that promotes growth, profitability and positive relationships with customers.

We commend the Consumer Protection Commission for engendering the sense of responsibility and accountability into business.

A happy consumer is surely an asset to any business.

Keep at it, CPC. These are surely happy days for the consumer. Finally, they are being given their rightful place. Offending businesses have their days numbered.

In God I Trust