The story of two siblings who claimed they were harassed at a popular supermarket in Nairobi recently sent shockwaves across social media. The ensuing public outcry forced the retailer to issue a public apology. This incident is a clear demonstration of the importance of customer satisfaction, and a reminder that customers today are loud, bold and offer immediate feedback.
Over the last few years, even the most respected brands have found themselves acting swiftly in response to public complaints. In the past, companies typically provided a postal address or a complaints box for dissatisfied customers to send their feedback.
“I never sent a complaint; it was too tedious. Once in a Nairobi restaurant, waiters ignored our request for the bill, and the manager was nowhere to be seen. I figured if they wouldn't respond to a face-to-face complaint, a letter stood no chance,” says Mrs Kalehi, a Human Resource professional and mother who has lived in both Kenya and Australia.
Today, consumers have resorted to using social media to vent and express dissatisfaction with a product or service. The intention is often to spark comments and shares and reach a wider audience.
In a widely shared video on X, the two siblings claimed they were embarrassed and beaten for getting milk from a milk dispenser, unaware that they were supposed to wait for an attendant to serve them.
They alleged that they were taken into a room and assaulted, and even after their father was called to the supermarket, they were still not released. The ordeal ended with a trip to Buruburu police station where they were released.
Their story evoked strong emotions online, with the supermarket facing heavy criticism and trolling on social media. In a statement, the retailer apologised to the affected customers and revealed that the staff involved had been suspended.
Advocate Shadrack Kipkorir of Kipkorir and Wanyama LLP explains that the rights of consumers are entrenched in Article 46 of the Constitution. He notes that a complainant can seek redress by filing a formal complaint in court, but that use of social media is not forbidden, provided it is within legal boundaries.
“Social media piles pressure on the relevant provider to address the complaint through negotiation, which makes it efficient, prompt, and cost-effective, as it doesn’t require the services of a lawyer.”
However, Mr Kipkorir warns that consumers must not lose sight of the legal risks.
“If a complaint is untrue and unmerited, there lies the risk of a lawsuit on the premise of either defamation or malicious falsehoods.” He adds that businesses can be awarded compensation by courts and that individuals may face criminal sanctions under the Computer Misuse and Cyber Crimes Act, such as the offence of cyber harassment.
“While the preference for social media could be an indicator of the trust deficit in our judicial system, its use ultimately complements the legal system and this augurs well with the constitutional clarion call of alternative or informal justice systems,” says Mr Kipkorir.
In Mombasa, tech educator Grace Irungu notes unlike in the past when feedback would be sent to an email and handled privately, social media now allows such feedback to reach a much wider audience, faster, and in full view of the public.
“It’s not like before, when a letter would just get lost somewhere and nothing would be done. Major brands now have to respond, fearing the impact, and even cancel culture,” says Ms Irungu.
"Cancel culture," she explains, “Is when public shaming leads to calls for a brand or person to be boycotted or removed from their position.
She gives an example of a biscuit company in the country which was pulled into a brawl online following a video criticising the size of its biscuits and the number in a packet.
"It is powerful. Just one video and suddenly everyone was making videos and tagging the company. Eventually, they responded.”
So how do brands navigate this new landscape? According to Obadia Kigen, a Digital Marketing Consultant at Keep it Cool, the key is to act swiftly and professionally.
“It is critical to reply promptly, even if a full solution isn't yet available, to demonstrate that you are actively listening,” explains Obadia who has worked with more than four brands.
He notes that providing a detailed explanation often turns misunderstandings into positive outcomes. “If the concern is general, I respond publicly to show transparency. However, if the issue involves sensitive personal details, I move the conversation to a private channel.”
The CEO of Umoja Shoe, Jinal Shah, shares how large brands navigate this new landscape.
“Social media allows us to connect directly with a specific customer, identify emerging trends, and gather genuine feedback,” the CEO explains.
When a significant complaint goes viral, the first step is to assess the validity of the complaint, then immediately investigate the details to understand the context. The goal, Mr Shah says, is to respond quickly to the customer, making them feel heard and cared for, while simultaneously conducting a full internal investigation.
“If a complaint is valid, such as a customer being mistreated at one of our branches, we address it immediately,” says Mr Shah. He believes social media has significantly reduced the distance between brands and their customers. This new reality has influenced their strategy, forcing them to be more vigilant in seeking feedback and using that information to refine their messaging and services. The days of a one-way conversation are clearly over.
