Profiling and Disdain Treatment

It is very sad and unfortunate to report on racial and class profiling by businesses, so long into our new dispensation. I recently had the misfortune of having to use the services of Car Care Workshop at Lynnwood Lane strip-mall, Pretoria. I had phoned the day before (Monday) and explained my problem to Charmain, apparently the person who coordinates all the workflow. She was pleasant, knowledgeable about vehicle inner workings and basically allayed my concerns, thereby giving me the impression that my car would be in good hands should I opt in bringing it to their workshop. We agreed that I would either bring the car the next day (Tuesday) or shortly thereafter. At huge sacrifice to my family and I, as I had to move a few appointments around in order to take advantage of the opportunity, they had offered me. I then subsequently took the 15-kilometer drive to the workshop and arrived on the Tuesday at about 07h45. I met with the guy (Deon???), who was going to work on the vehicle and the lady (Charmain) with whom I spoke to on the phone the previous day. They were both initially affable and gave me the impression that they had my best interest at heart. I again confirmed to them what I needed done, they agreed and my vehicle got booked in. I was assured that it would take about 45 min to an hour due to the minor tasks which had to be done. At the This timeline given made sense as they had just opened and there were only two (2) cars in the shop and just my car and another vehicle, which seemed like a staff vehicle, outside I then made alternate arrangements to attend to other business in the interim. There were no calls whatsoever from the workshop that they had problems with their schedule and might not be able to work on my vehicle. However, to my dismay, when I returned (4) fours later at about 12h15, to my dismay my vehicle was still in the same place where I had left it when I arrived. I could now see that the workshop was full of high-end vehicles. This gave me the impression that I was sidelined in favour of the “Bigger Purse” which the high-end vehicles offer. When I arrived and enquired about why my vehicle was not attended to. All the sudden they start jumping around and scramble to get my car on a lift. I refused, as I had given them more than ample time to attend to the car. I then expressed my dismay in no uncertain terms. The only thing they could do, is render a coy “Sorry” I am of the opinion that they would rather first cater to the more affluent clientele, in order to cash-in on the “Bigger Purse”, who are predominantly White. They put a low premium on customer service, as I surmise that they are confident that their conduct would not invite scrutiny because they predominantly cater to a certain segment of the population who “Ordinarily gets the most traction should they complain”, hence they put these clientele in the first spot, regardless of who came first. I have not experienced such bad customer service in a long time, not even from your less sophisticated competition. I surmise that I got “The Middle Finger” as soon as I left the store, because how else do they explain the disdain treatment. I find this conduct of the workshop most reprehensible and totally unacceptable.

I, therefore, beg the following questions; • “How many other customers are being subjected to similar treatment, but opt to rather not pursue the matter, because they might not have the fortitude to do so?” • “Is it beneficial for me or any other person for that matter to continue being a customer of Car Care Workshop when you are subjected to this level of service? • “Am I perhaps being facetious in assuming that good customer service is reserved only for a select few or a certain sector of the community for that matter?” • How does Car Care Workshop -Management operate a business when they do not offer proper customer service experience compared to the other Car Workshops across the country? • What message do they communicate to the middle to lower-income patrons who frequent their business? • Whether Car Care Workshop -Management are profit-driven or service driven? Will we be justified in escalating the matter to Car Care Workshop -Head Office to come, have a look for themselves, and ascertain whether this particular workshop does the image of Car Care Workshop any justice?

It is unfortunate that I had to proverbially; “Rock the Boat” in order to air our grievance, but I feel that we gave Car Care Workshop Management ample opportunity to remedy this situation in the interest of fair and equitable customer service, however, there has only been total indifference.

If this is the service to which middle-class customers in the area, whom are predominantly Non-White, are subjected, then I am afraid it leaves much to be desired.

This issue smacks of prejudice and invariably leaves a bad taste and I am sure that anyone would agree that not a single Car Care Workshop has to endure this atrocious level of customer service. I believe that Car Care Workshop Head Office can ill afford such conduct by its franchisees, not when it strives to position itself as the preferred After Market Car Service Workshop in South Africa.

Furthermore, after conferring with my fellow community members, some also in the Vehicle Service field and they all concur that it goes totally against the grain of what “Great Customer Service” and “Good Governance” are all about.