Advertise with fastmoving.co.za
 
 

Is your retail brand in tune with customer care?

May 15th 2012, 10:39

Is your retail brand in tune with customer care?

Retail brands need to give more attention to their consumer care strategies as regulatory frameworks and consumer demands dictate the accuracy and speed at which they respond to grievances and complaints.

In light of the Consumer Protection Act, a brand can be held accountable for large fines if a complaint is not handled correctly. This does not simply mean providing accurate feedback in good time; it also means keeping a full audit trail of how each and every complaint is handled from the time it was received.

Added to this is that consumers, themselves, have become more demanding and expect instant accessibility to brands.

They have more opportunities to communicate with brands than ever before, from calling a customer hotline to sharing an unfortunate experience on a blog, or social network.

“Social media is a totally different ball game. The people in these social media communities talk about you whenever they want, however they want, and to whomever they want. The conversation goes on with or without you,” says Eugene Du Plessis, who heads up Cyber and Social Media at 121 Outsource, a provider of outsourced consumer care.

With this in mind retail brands can no longer handle complaints like a one-way street.

They need to actively engage in conversations with consumers, especially on social networks, where consumers have carte blanche to say how they feel about a brand, whenever they choose.

While a retail brand can opt to handle these customer care challenges in-house, an outsourced provider already has the knowledge and technical expertise to handle grievances and provide feedback immediately.

For example, 121 Outsource has a dedicated call centre that operates around the clock and has also acquired software that allows brands to probe comments and complaints generated from these social media networks.

Outsourcing these services also gives brands the opportunity to focus on its core business activities without the difficulty of having to learn the complicated language of consumer care.

In an environment where consumer opinion has the power to make or break a brand’s reputation and where the regulatory frameworks keep changing, retail brands that don’t have a solid customer care strategy, need to get to the drawing board quickly.

Find out more information about 121 Outsource

Please feel free to make comments or raise new issues by emailing the editor - editor@fastmoving.co.za
        
What’s on your mind?
We want to hear from you and what you think about the retail and FMCG industry in South Africa. You can email your comments and feedback to our editor, here.
Featured Client
121 Outsource
Customer Care, the neglected orphan of the FMCG Industry has suddenly been turned on its head. The launch of the Consumer Protection Act (CPA) has changed the landscape of how companies view their Customer Care Hotlines.

Those companies who do not have a customer care strategy in place should seriously consider their stance on this. The CPA will ensure that companies seriously consider the way they attend to complaints from their consumers. Read more
Insights & Analysis
· Middle Class Father Shopper 2.0
· More shopping online in SA - survey
· New breed of consumer looks to interactive advertising
· Mobile technology use balloons in SA
· Breaking boundaries for retail into Africa

Woolworths ‘top’ among listed firms
SA’s top companies have experienced a battering in their reputations this year, a survey showed, but clothing and food retailer Woolworths emerged with the most robust reputation score, despite a controversy involving the alleged misuse of the intellectual property of a small ginger beer maker earlier in the year.
· Mr Price earnings seen higher
· Capi opens new store at OR Tambo International Airport
· New retail regional centre in Bethlehem
· Massmart stock dips as sales disappoint
· Walmart can learn ‘a thing or two’ from Massmart method
· Suppliers benefit from Walmart 10 Week Extended Price Cut Promotions
· SA names Stiglitz for Walmart study
· Massmart faces big backpay bill
We've created business listing pages for Retail Capital and Trade Trade Link Retail Systems as part of the marketing services we provide to businesses operating in the retail sector.
Retail Capital
Retail Capital, a flexible, convenient funding alternative for small to medium South African businesses, offers innovative cash advance and funding products
Trade Link Retail Systems
Trade Link Retail Systems, a leading South African retail IT solutions company, focusing on the retail Fast Moving Consumer Goods FMCG markets in RSA and Africa.
Retail Therapy and Fine Dining the Ballito way with a Z-CARD®
The Ballito Lifestyle shopping centre has now contracted PocketMedia® Solutions for the eighth time to produce its Retail Therapy and Fine Dining Z-CARD®, which is distributed at the centre to consumers.
Airport advertising gets a good decluttering
Continental Outdoor Media’s billboard strategy at airports has successfully decluttered the space as well as created a better solution for marketers.
Imperial acquires a juicy stake in Western Cape fruit transporter
Imperial Logistics, a global leader in logistics and supply chain management, has acquired a 70% stake in Le Grange Transport. This Tulbagh-based business has been operating since 1988, serving mainly the Western Cape fruit industry and operating between the Cape Town Harbour and Ceres areas.
Greening cargo, one link at a time
As an environmentally conscious provider of logistics solutions, Time Link Cargo is switching to futuristic fuel-efficient trailers to reduce its carbon footprint.
Accsys staff get behind company’s literacy programme
Management and staff at Accsys have rallied together and donated magazines, children’s and adult books in support of the company’s literacy programme, launched at the beginning of the year.
Intellectual power will drive South Africa’s future
Encouraging entry in the in the Socio-Economic Business Developers category of the 2012 Shoprite Women of the Year this week Ms Phuti Mahanyele, CEO of the Shanduka Group said South Africa’s growth in the future will not be dependent on the country’s natural resources, but on the intellectual power of it’s people.
Strategy Recruitment Marketing
Strategy Recruitment Marketing is focused on providing tailor-made, alternative recruitment solutions that are based on out-the-box strategic and creative thinking, detailed processes, and keeping abreast of the latest recruitment practices and technology through understanding each client´s critical success factors, to produce impactful results cost-effectively.
Nicolene Di Bartolo Managed Appointments
Leadership is action... not position! Business Leaders engage our services to identify individuals who will elevate their organisations to new heights. It is our mission to source exceptional talent in mid-to executive management levels across all job categories. We support these extraordinary individuals in furthering their careers.
Job vacancies from Nicolene Di Bartolo Executive Search
· Senior Marketing Manager – Gauteng
Job vacancies from Nicolene Di Bartolo Managed Appointments
· Field Sales Manager
· Origin Co-ordinator
· Sales Representative
· Accountant
· Export Coordinator
Job vacancies from Strategy Recruitment
· Retail Key Account Manager Durban
· Future Leaders
Job vacancies at The Clicks Group
The Clicks Group has the following job vacancies on offer. Read more about Clicks in our retailer profiles

· NPD Buyer – Beauty
· Category Manager – Electrical
· Senior Category Manager – Facial Skincare
· Category Buyer – Baby
· Category Buyer – Fragrance
View All Jobs
Fastmoving provides news, insight and analysis into the retail and FMCG industries in South Africa and has been doing so for the last 12 years. We provide marketing services to businesses operating in the retail and FMCG sector by creating dedicated company pages, publishing news releases and offering exposure in our regular weekly and monthly newsletters.
To find out more about our services, contact Editorial contact
Cape Town
Vivienne Ayerst

Tel: 021 423 8213 or 082 921 5468
vivienne@fastmoving.co.za
Johannesburg
Tina Baney

Tel: 012 615 3332 or 083 251 6874
Email: tina@fastmoving.co.za
Wendy Smith
Editor

Tel: 021 465 6910
Email: wendy@fastmoving.co.za