• Unit 6: Responsibility to the Customer

    Most companies try to meet and exceed the needs of their customers, providing solid profitiability for the company. Customers choose businesses for many reasons including eithical practices, sustainability, and the trust which can develop via reliable products and the customer experience. This unit will examine the legal rights of the customer and the impact on a business which is socially responsible vs. unethical and what that means to the customer.

    Completing this unit should take you approximately 3 hours.

    • Upon successful completion of this unit, you will be able to:

      • describe how ethics can impact customer buying habits, and the value of ethics to a company;
      • outline the legal rights of the customer;
      • formulate the strategies a company can use to create brand loyalty; and
      • demonstrate an understanding of the importance of trust in a company and how that relates to the customer.

    • 6.1 Ethics and the Customer

      • Ethical Consumerism Page

        This resource discusses strategies communities and consumers use to make buying decisions based on their ethical principles. Learn why ethical consumerism is important and also learn about the laws which protect consumers. It is not always about the product but how the product is made, the materials used, and the social responsibility of the company.

      • Emotional Branding Speaks to Consumers' Hearts Page

        This study analyzes the importance of emotional branding within all industries, but specifically in the fashion marketplace. Learn how customers now seek an emotional relationship with a brand and how companies are strategizing to engage with these customers. Learn how emotionally invested customers lead to higher sales.

      • Why We Need to Treat our Employees as Thoughtfully as our Customers Page

        In this video, Diana Dosic recommends companies direct the same energy they expend to understanding and engaging their customers to their employees. What are the payoffs for having a better motivated, loyal, imaginative, and innovative workforce? Dosik turns the tables of customer research onto employees, to create smarter, better companies.

    • 6.2 Legal Rights of the Customer

      • Basic Consumer Rights Page

        In many countries, the customer or consumer is guaranteed certain basic rights by law no matter where they live. Learn these basic rights to stay informed, vigilant, and proactive when purchasing products. Think about the products you have purchased which have since been recalled for safety issues or due to malfunctioning parts on an automobile. Customer protection and satisfaction is imperative for a business to deliver goods and services.

      • Definition of Consumer Product Safety Act in Marketing Page

        This post describes and defines the various terms and rights of the consumer based on the Consumer Product Safety Act of 1972. This act also established the U.S. Consumer Product Safety Commission which has jurisdiction over thousands of products and requires warning labels and recalls when necessary. Consumers are guaranteed rights to include accurate labeling, safe packaging, and truth in marketing.

      • My Consumer Rights – My Shopping Rights Page

        This brief video from the Queensland government in Australia is a public service announcement that explains the rights of consumers. Customers have the right to ask questions about a product or service, receive a receipt, and to obtain a refund, complementary repair work, or a free replacement if an item they purchased is defective.

    • 6.3 Developing and Keeping Customer Trust

      • Using Customer Service to Build Brand Loyalty in 2019: Data-Driven Tips Page

        This post describes detailed strategies for companies to adopt to maintain customer loyalty. From consistent notifications to uploading service guides to offering an online portal, companies today must compete effectively with these data-driven tips to sustain a customer base and deliver a quality product or service.

      • Three Ways to Build Trust in Your Business Page

        This article explores the value of customer trust and how a company can measure trust to bring long-term value. A large percentage of customers rate trust as a driving factor for overall customer loyalty. This can also have an impact on a company’s employee turnover. Companies retain the majority of their employees when the company is rated higher in trust among customers.

      • Building a Digital World Consumers Can Trust Page

        This brief video describes how a digital economy based on trust means more access, more participation, and more innovation.

    • Unit 6 Activities