President of CAFON tasks brands on consumers’ interest
In the quest to gain the trust of the consumers, brands have been charged to engage their customers in truthful communication strategies as well as listen to them at all times.
President of Consumer Advocacy Foundation of Nigeria (CAFON), Mrs. Shola Salako, who made the charge, said that it has become imperative for brands to listen to their consumers.
Salako said that it is because of the mistrust of some brands that prevent customers from patronizing such brands, stressing that brands need to be truthful in their communications as well as listen attentively to their consumers’ complaints.
She said:”One of the ways you can work on building that trust with your consumers whether government, public or private sector is to double down on communication that they can believe in and that can be done by your action. You can’t be doing one thing and saying something else; you can’t say I care about my consumers and you are exploiting them in little things”.
“Secondly, you have to listen to them. Consumers are screaming about the level of exploitation, the level of substandard products, the lack of consideration for their rights and welfare and nobody is listening. Brands are still doing what they want to do because they feel that consumers can only talk but can’t stop them from doing what they want to do. This is because their interest is more important than consumers’ interest.
“Brands must say that consumers’ interest is more important to them than their interest because it is in the consumers’ interest that they can meet their own interest. But if brands put themselves first or profit first before the consumers’ satisfaction, they would never be able to build that trust”, Salako stressed.
According to the CAFON’s president, profits are declining, the markets are shrinking, and there is no real growth, because the markets are no longer there, noting that consumers are seriously looking for alternative ways to meet their needs.
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