Customer’s Punishment and Business

Many products are available in the market today for the consumers. People spend lot of time researching the product they need and spend a lot of money for it. Businesses thrive to gain customers daily too. It would have been a beautiful world for both businesses and consumers if the product meets the consumers expectation and the consumers are happy with the product. Unfortunately, in reality this does not happen very frequently and this is where customer’s punishment comes to play.

What is customer’s punishment? In short, it is the hassle that a customer creates to the business organization over their product. In this competitive market today, businesses challenge each other with their product to attract consumers and make them their customers. Every business knows that there is only one way to succeed in this market and that is “Make your customers happy”. In fact, businesses that do not care about their customers does not last very long. Consumers also trust the product of the business organization and set certain expectations from the product. When the expectations of the customers are not met, this is when customer’s punishment happen.

In my perspective there are different forms of customer’s punishment. The most simplest one is people simply return the product once they are not satisfied with it and then always doubt before buying another product from the same company. Now, what does this mean for the company? This means the company is loosing money, and more importantly they are loosing customers. Not only are they loosing one customer, but they are loosing the customer’s friends and family as well. Also, with today’s technology people post review for the products online. That means, a bad review of the product online is visible to many others who are researching to buy it. So, company looses consumers even before they can make them a customer.

The other form of punishment is a painful steps of troubleshooting the product’s issue with the customer. This is not completely a punishment to the company but is also a pain for the customer. In fact, this is even worse than the punishment I mentioned above. Troubleshooting a product involves the customer to contact the customer support of the company, spend their valuable time talking to a person for a hassle they did not want, and in the worst case shipping or exchanging the product to and fro. And to push it to the edge, the issue is not resolved and the customer ends of returning the product or asks for a refund. Now, what does this mean to the company again? The company is definitely loosing money and customers, and getting a bad review for their product. Now along with this, the company is also loosing the money they spent for customer support and the product that ended up getting returned. Worst of all, the customer is now angry because of all the hassle they had to go through and not get the issue resolved. In the customers mind, the whole thing is a waste of extremely valuable time they spent researching, buying and troubleshooting the issue. Now they have to go and look for another product and start all over again.

Now I am not saying that the company must always make 100% of their customers happy. In fact, it is impossible to do so. There are always customers whose expectation is not met by the product. For example, a customer buys a dvd player and expects to play a blu-ray disc on it then there is nothing that the company can do to meet the expectation of the customer. In fact when such scenario’s happen, the customers themselves realizes that they bought the wrong product for their expectation. Now, lets say a customer buys a dvd player which states that it plays all format of DVDs like DVD+R, DVD-R, DVD-RW. Now, the dvd player works perfectly when playing DVD+R and DVD-R but has issues playing DVD-RW like loosing sound or loosing video every once in a while. This product now does not meet the expectation of the customer who wants to play a DVD-RW on this dvd player. The customer now is very unhappy with the product and looks towards other alternatives to meet their expectation. Hence, the company now looses this customer and ends up getting a bad review for their product.

How can a company prevent customer’s punishment? Simple, make the product complete to what it states that it does. And most importantly, make sure that it does what it supposed to do perfectly.

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