After-sale Service Keeps Customers

This mindset is rooted in history. During the period of centrally planned economy, production and distribution were planned top down. The seller had every right and the buyer had no choice. Customers had to keep coming to the shops for their needs. The practice continues even today, causing discomfort for many.

 

In fact, it is easier to keep old customers for new products than to attract new customers. According to statistics, 20 per cent of traditional customers create 80 per cent of sales turnover for enterprises. Meanwhile 97 per cent of displeased customers would not bother to complain by writing or calling, as it may cause them more discomfort or even an unpleasant reply. The best choice is never coming back to such a shop.

 

A survey by Vietnam Association of Standards and Customers’ Interests shows that most customers are displeased with sellers’ behaviour. 86 per cent of them complained of poor quality or fake products of high value. Most of them would not meet or complain directly to concerned businesses. As a result, businesses lose customers unknowingly. According to statistics, complaints are made only for high-value commodities such as automobiles, motorbikes, televisions, refrigerators, etc. Few people complain about commodities of lower value and even less on displeasure with concerned enterprises, except for serious offences.

 

When asked how they were treated by enterprises when complaining of poor quality or fake products, 31 per cent of customers received no response, 49 per cent could change for new products, while 20 per cent had to persist in complaining for a long time. Concerning customer complaints to sellers, 21 per cent of enterprises happily accepted them, 30 per cent without comments, 33 per cent were displeased and 4 per cent had an impolite reaction.

 

Regarding commodity warranties, 94 per cent of customers of electrical appliances asked for a warranty. These customers are concerned with a warranty and after sale service, especially for high value products. Of 100 answers on the attitude of the enterprises and shops about warranties, 36 cases show irresponsibility once commodities are sold, 24 cases without warranty paper, 38 cases of warranty expiration. 84 cases were repaired within the warranty period, and 6 cases repaired beyond warranty expiration. Those statistics show that warranty service is not well done in Vietnam.

 

The reaction is even worse when customers are displeased and try to return the product. Among 100 customers interviewed, only 4 could return the product and get back the money, 47 could change for new products without returning products or getting back money. Customers often lack information when buying commodities, especially on network transactions. Therefore, the law in some countries allows customers to drop the contract before its implementation and customers can return commodities with the consent of both sides. Many companies accept the return of unused commodities within 72 hours. It shows an understanding with customers, and in return customers will come back and become steady customers of the enterprises.