The most powerful tool for businesses to deliver an amazing customer service is to quickly and efficiently respond to customer complaints. Customer complaints are expected, no matter how efficient a business is managed. They must always be acknowledged and dealt with effectively and swiftly. By ignoring or delaying a response, a company is effectively telling the customer that it does not value their opinions or concerns.

In the current business environment, customer complaints are often channelled to customer service helplines or emails. This method has been utilised by almost all established businesses, irrespective if the complaint is major or just a minor grievance.

This seemingly effective and efficient solution predominantly leaves customers in a lurch, left waiting over long periods of time for a decision or feedback on a particular issue. Interesting how some simple matters fall victim to complex red-tape and levels of approval before it finally gets to the aggrieved party, compromising consumer satisfactions and ultimately impacting business brand reputation.

In the current digital world, where communication is real-time and fast-paced, businesses must evolve with the changing times to remain relevant. It is worth noting that customer experience with a brand is grounded on a long-term relationship, where after-sales related matters are in fact more crucial to be managed adequately, for it correlates directly with business sustainability.

At present customers often lack an avenue to obtain quick and comprehensive solutions over a complaint, many times being pushed around for just a simple answer. The Malaysia Consumers Movement (MCM) urges all businesses operating in the country to revamp existing customer service management models. It is time that contact details of key decision-makers are adequately provided so that issues are resolved within 48 hours from the time it is lodged.

Considering how businesses invest millions in brand building activity, attempting to build lasting relationships with all stakeholders, the MCM believes that while such efforts are commendable, it is perhaps worth asking if they are capable of ensuring business sustainability?

The MCM believes that real corporate responsibility begins with customer satisfaction, and that may not necessarily entail millions of ringgit, but instead a change in business behaviour. This must be led by the top management, essentially, such level of accountability and transparency is incumbent upon leaders.

Busy schedules are no longer an excuse to refrain from addressing those who matter. Needless to say, the consumer’s buying decisions matter to a business’s profits. Let’s treat them with more respect.

What is the use of investing millions of ringgit in corporate responsibility efforts when a dissatisfied customer at the doorstep is left neglected!

DARSHAN SINGH DHILLON is president, Malaysia Consumers Movement (MCM).