Why don't more companies love their customers?

Last week I was emailed by a SavvyWoman user, Lucy, about a problem she and her husband were having with their local branch of a well known retailer. Shortly after Christmas, Lucy's husband bought a Wii console and accessories set; at least he thought he had. The problem was that when they opened the box, the accessories weren't there.

Needless to say they headed straight back to the shop, only to be told by the retailer's head of security that it was impossible for the Wii to have been sold without the accessories. According to him, the boxed set must have contained everything it was supposed to. He was so sure that he implied Lucy's husband was lying if he said anything else.

Hmm.. accusing your customers of lying as an opening gambit. What would Mary Portas have to say? Lucy and her husband decided to get in touch with their local Trading Standards who told them they were in the right and the onus was on the shop to prove the boxed set had all the items in it, not for Lucy and her husband to prove they didn't.

Funnily enough this didn't appear to cut much ice with the retailer. It was only after I got in touch that the retailer contacted the couple and offered to replace the missing items. It's not that much of a surprise, but it is a bit of a disappointment (to say the least) that only the prospect of media exposure seems able to bring about such a speedy change of heart.

Sure, sometimes there are complicated cases where the judgement may be fine as to who's in the right and who's not and I'm equally sure there are customers who are never happy, no matter what the shop does. But in this case - and many others like it - it must have been obvious from the outset that it was at least possible that all was not as it should be.

What's more, the law was clearly on the couples' side. And even if you did think it was unlikely that the Wii set had been sold without the accessories, isn't that something you should keep to yourself until you were absolutely sure?

Even before the advent of social media, a disgruntled customer could spread the word - good or bad - to dozens of prospective customers. Now they can do so to hundreds, thousands or even millions of others. Maybe this particular retailer doesn't value repeat business. It does make you wonder.

Christmas deliveries....or lack of

The snow may be melting in some parts of the country but thousands of customers are still waiting for their online deliveries. The last couple of weeks have undoubtedly made life difficult for online retailers and delivery companies. But it seems that some of them aren't sticking by the law when it comes to consumer rights. Worse still, a number of them appear to think it's acceptable to fob off their customers when they try and find out what's going on.

I did an interview about online delivery problems on TV at the weekend and the programme received dozens of emails and texts from people who'd had problems. One was from a woman who'd ordered over £300 worth of jewellery from an online retailer. The order had gone missing and the jewellery retailer told her it wasn't their problem and that her only option was to claim against the postal service.

Well that's just plain wrong. I spent more time than is probably healthy reading the Distance Selling Regulations on Friday and Saturday but - although there's a lot of information there - it's all quite clear. If an order goes astry it's the retailer's responsibility to replace it or refund the cost (including delivery). And if you decide you no longer want the items you've ordered you can cancel your order at any time up to seven working days from the day after they arrive. There are some exceptions to this (you can't cancel an order if it's been customised or if it's for fresh food or flowers - all sensible stuff).

But even if consumers didn't have such good protection in law, why would the retailer think it's acceptable to tell someone who's spent £300 with them that it's not their problem? Don't they want any repeat business?

I do have some sympathy for some of the retailers that have been put in a very difficult position. In some cases their chosen delivery company has just withdrawn service and refused to deliver in certain areas. The rules of one postal service say that if a parcel goes astray the shop can't lodge a complaint to find out what's happened to it for 14 days.

I'm also aware that some consumers are probably being unreasonable. Does it really matter if some of the presents you've ordered don't arrive on time? Delivery companies aren't miracle workers and it's fair to say that if you can't travel much further than your doorstep it's unlikely they will be able to get anywhere near you. However, that doesn't mean that retailers should ignore what the law says. The rules are clear and they should abide by them and treat their customers fairly.

Why can't shops get it right?

Why is it that some shops seem to know less about our rights than most consumers? I was in a bookshop last weekend when someone in the next queue complained about an e-book reader she'd bought a few months earlier. The shop assistant told her to contact the manufacturer - and this was after she'd checked with the manager.

The Office of Fair Trading has recently published information for retailers so they get it right and don't end up fobbing off consumers. In my view this can't come a moment too soon. OK so our consumer laws may not be the simplest in the world, but they're not rocket science.

And if you're a retailer, trader or supplier, it's down to you to get it right. A couple of years ago when I was still working as a freelance reporter for the BBC I did a report into the issue of shops giving people duff information about their rights and and pushing them to the manufacturer to get faulty goods replaced or repaired.

I interviewed several experts who thought that - while retailers may not be deliberately setting out to mislead - the fact that they didn't seem to think it was important that their shop staff knew the law and gave consumers the right information said something about their priorities.

The fact is that your contract is with the retailer or trader, so if you have a legitimate complaint, it's down to them to put it right. That's what the Sale of Goods Act is there for.

I hope that the OFT carries out some mystery shopping once the online advice hub has been up and running for a while and comes down hard on those retailers that are dodging their obligations.