THE Consumer Affairs Commission (CAC) is calling on Jamaicans to shift from airing grievances on social media to filing formal complaints, which can lead to meaningful redress. According to the commission, while Jamaicans frequently experience challenges as consumers, many are hesitant to make official complaints, a tendency partly rooted in cultural aversion to “informing” on others.

“I often get calls that start with, ‘Don’t call my name, don’t say I said, but you see…’” Cheryl Martin Tracey, director of field operations at the CAC, revealed in a recent
Jamaica Observer Business Forum.

“This is not a sussing agency. It’s a Consumer Affairs Commission that is guided by the law. So I can’t say, ‘Don’t call me name.’ What is your name? Do you have a receipt? Where did you experience this problem? Give me the name of the store.”

The CAC emphasises that specific details are necessary to validate complaints, as they have survey officers who are contracted to go to establishments to verify claims. In addition, anonymous social media handles pose challenges as the CAC cannot log them into its database. Tracey explained that a consumer cannot represent themselves as “sexy body Nikki” on an official complaint; they need to provide a real name and contact number, as these matters may require legal follow-up.

Basic demographics, such as age range and location, are also requested, as they help the CAC identify trends and tailor outreach.

“For example, if a 25-year-old man in Kingston files a complaint, that helps us understand demographic patterns,” Tracey told the Business Observer. “The first point of call is solving your immediate problem. But it is important; we look at trends a lot in the commission.”

The CAC handles an average of 1,500 to 2,000 consumer complaints each year, achieving a resolution rate of between 80 per cent and 85 per cent. Through these efforts, the commission secures significant compensation for consumers, averaging $35 to $40 million annually and, in some years, approaching $50 million. In the last fiscal year, the CAC facilitated $42.5 million in recoveries for consumers, and, since the start of this financial year, it has already secured $14.6 million.

Most consumer complaints handled by the CAC typically involve issues with electrical equipment and appliances, which consistently rank among the top categories. Other common complaints relate to services and utilities, though their ranking can shift based on current consumer trends. Additionally, complaints about motor vehicles frequently appear among the most reported issues.

In a recently conducted ethical survey by the CAC, the aim was to gauge the perceptions of vendors towards consumers and vice versa. The findings have raised significant concerns, indicating a 50 per cent trust deficit on both sides regarding business transactions. CAC CEO Dolsie Allen highlighted the importance of fostering ethical relationships between consumers and service providers. She emphasised that understanding these perceptions is crucial for identifying gaps and developing strategies to enhance trust, shifting the dynamic from an adversarial approach to a more collaborative one. To support this initiative, the CAC is working with vendors to implement complaint mechanisms within their establishments. Many businesses currently lack these systems, often focusing solely on sales without providing adequate after-sales service. This oversight frequently results in resistance when consumers seek resolutions for their issues. Allen pointed out that in today’s digital landscape, dissatisfied customers are increasingly taking their grievances to social media, which underscores the urgent need for effective complaint-resolution strategies.

“We want to ensure that if a complainant interacts with your store, there should be a problem-solving mechanism in place so that they don’t have to resort to social media or approach the commission,” Allen noted.

The CAC has made the complaint process accessible to consumers through multiple channels, via phone calls, written correspondence, the CAC’s website, or social media. Additionally, the CAC offers a user-friendly app designed to streamline the complaint process. Recognising that many consumers prefer immediate communication, approximately 80 per cent of complaints are received via phone. In cases where complaints may escalate to legal action, written documentation will be necessary. For those who prefer face-to-face interaction, the CAC operates physical offices where consumers can walk in for assistance.