Who cares?

South Africans, it seems, are used to abysmal service and really only complain when they have reached the end of their tether.

I was told a tale the other day about a friend who purchased a pre-owned Audi from an allegedly reputable dealer in Johannesburg. He asked, as one does, whether the vehicle had been involved in an accident.

But, instead of owning up, the salesperson lied. We know he was telling fibs because he was left with his pants around his ankles when a letter arrived addressed to the friend. It was from Sasol, claiming a small fortune because his new car had caused an accident.

My friend now has a new car, as the originally purchased one was swapped out after some arguing. But, what if Sasol had not been so determined to get its money back and had not sent him a letter?

We all have similar stories. My most recent experience of a 'don't-care' attitude was when my scanner packed up. So I called the Game nearest me and asked what they had. Pleased with the answer, I said I was en route.

I went to a competitor, and got what I wanted because the salesperson could be bothered to find out the scanning resolution.

Nicola Mawson, group financial editor

Typically, when I got there, no one knew what I was talking about, or even cared to try and solve the problem.

So, I went to a competitor, and got what I wanted because the salesperson could be bothered to find out the scanning resolution. Sure, it wasn't a huge whack of cash - it's not like I was buying a car or anything - but it was still a sale.

And, perhaps more to the point, when I need additional paraphernalia such as ink, paper, or bundles of DVDs and CDs, I'm not going to spend my money at Game, am I?

Nope, I will spend my hard-earned cash somewhere where I receive something that resembles service.

I have a whole list of companies with whom I will not do business, either because of similar issues, or because I caught them lying to me. (Don't tell me that you did call when I don't have either a missed call or a message on my cell - it's easy to catch you out.)

Instead, I will support - and refer friends to - those that actually bothered returning a phone call, or ordering the right stock.

And I suspect that this is how more and more South Africans are shopping. We don't complain, unless we have to, we just vote with our money.

This is why companies that bother making sure the little things are in place will reap the rewards when the upturn comes, and because we're in a cyclical economy, it will.

So don't ignore potential customers now just because they have tightened the reins on spending - you will be remembered.