Title: Strong, Honest Companies Protect Consumers Author: Marija Stavreva, Manager of CSR & Communications Department, OKTA AD – Skopje
It's difficult for consumers to know they’re getting what they pay for when filling their fuel tanks. How can they be sure they're getting the right quality and quantity? Although there is a legal frame, the State Institutions have a lack of efficient means and mechanisms to ensure consumers they aren't being misled. The only choice for the consumers left is to rely even more on the companies and brands they buy. According to Macedonian law and regulations, all fuel sold in the country must meet the highest EU standards and the State Market Inspectorate is responsible to ensure this is the case. As for the quantity, the Bureau of Metrology should ensure fuels are measured accurately. However, due to the lucrative nature of the fuel trade and high taxation, these products are always a target for all kinds of misuse. While standards, regulations and controls exist in every country, dishonest providers always find a way to operate. In markets where consumer skepticism is greatest, honest companies have to take extra care that their products and services are delivered to the highest possible internal and external standards and in line with well tested internal procedures. Consumers generally accept that renown and strong brands are less likely to risk their reputation by supplying unregulated fuels and would invest in systems to ensure that everyone working with and for them act accordingly. This isn't to say that there are no honest small players. On the contrary, some consumers are very loyal to small suppliers and have developed a trusting relationship with them over years. This is the goal of any honest company – to earn their customers' trust and loyalty.
In this context, OKTA implemented its Program Guarantee over the past 2 years and it is now an integral part of its operations. The Program includes an independent, mobile laboratory that carries out regular, unannounced checks on the quality and quantity of fuel at all OKTA petrol stations. After verification, dispensers are marked with a yellow label that read "Verified", assuring customers they are getting precisely what they are paying for.
The Program is already widespread in most countries where the Hellenic Petroleum Group works and is a unique way for the company to build customer confidence throughout their network. Program Guarantee not only protects OKTA's customers, but it openly addresses their concerns through constant and direct communication.