LETTER FROM CHAIRMAN
July 2013
In some of my previous posts under this column, I have addressed
key issues from the customer’s point of view. This time I
thought I’d spend some time discussing concerns that resort
owners bring to our notice.
I usually don’t like to use the phrase “difficult
customers” – there’s never a difficult customer.
There could be triggers within a situation that could lead to a
difficult customer response or reaction. If you can resolve the
trigger, you might also solve the problem - which is what we always
work towards.
Having said that, I have also come across cases
where customers are upset or angry as a result of being ignorant
about a clause in the contracts they have signed. And this can be
very, very unfortunate.
Let’s look at some examples that came my way, where you can
see where things went wrong.
Case Study 01
Background > All AIRDA member resorts give new customers
who have signed up a 10-day cooling off period (it’s part of
our Code of Ethics). Within this cooling off period, the customer
can change his mind and cancel his timeshare booking.
Concern Area > Sometimes, a customer does not pay attention to
this clause or decides to cancel after the 10-day period. Things
can get tricky – especially if the customer gets insistent on
cancellation and a refund. From my point of view, 10 days is long
enough to review a purchase decision and a fair window for the
customer to change his mind. If the customer is not aware of the
clause, he stands to lose. No two ways about that.
Case Study 02
Background > Most exchange options with a global exchange
associate work around a deposit and withdrawal system. Depositing
vacation time (week) does not exempt a member from paying
maintenance fees, taxes or other charges that need to be paid to
the home resort.
Concern Area > Sometimes customers are reluctant to pay charges
imposed by the home resort after they have deposited their vacation
time with the exchange associate. To address this issue, we advise
AIRDA member resorts to bring all billable / annual charges to the
notice of prospective customers. And this happens before the
customer signs on the dotted line - typically during a
presentation. It is also important that customers keep this in mind
at all times.
One of the first lessons I learnt from my Boss as a young intern,
was the importance of examining the smallest details, before you
wrap something up. Words of wisdom that came in useful over the
years.
In today’s world, there’s a big emphasis on doing
things quicker and faster - which is all right if you’re not
in a blind rush. Being caught on the wrong foot is always
uncomfortable - especially if you haven’t read the fine
print.
B. S. Rathor
Chairman, AIRDA
This thread is “to be continued.” I will discuss
more cases in subsequent articles under this column.
Here’s a
link to AIRDA’s Code of Ethics, endorsed by all our member
resorts.
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