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CRM - ProFile 1 UNIT 9 The customer CRM CUSTOMER...

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Photocopiable © Oxford University Press became law, it sounded a warning for big business to take better care of their customers. Individuals like Ralph Nader in the US also campaign to defend consumer interests. In most countries laws prevent businesses from publishing misleading information about their products and services. Some of the most popular TV programmes are dedicated to consumer rights and giving legal advice. In Britain, the Consumers’ Association trials new products and publishes its results in its magazine Which . Businesses are obliged to take complaints seriously even to the point of recalling a whole series of malfunctioning objects or vehicles. However, in Britain the legal maxim caveat emptor ‘let the buyer beware’, is still applied. It entails a responsibility on the part of the buyer to check themselves what they are being sold. THE CUSTOMER AS ENEMY The customer, or consumer in general, can also be the company’s worst enemy. A culture of
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