Consumer Welfare Desks (CWD's)
program on the setting-up of Consumer Welfare Desks (CWDs)
is gradually gaining the support of the business community
because of the tremendous benefits these desks give not only
to consumers but to business establishments as well.
Department encourages more business firms to develop comprehensive
complaints-handling programs and hopes that business will
eventually realize the benefits they gain in setting up CWDs.
page will provide procedures for resolving consumer complaints thru
CWDs or any in-house complaints-handling programs you already have.
An in-house complaints program like CWD can operate quickly and
inexpensively. This will definitely redound to the benefit of the
firms because this is a surefire formula for building consumer patronage.
Consumers Satisfied and Loyal
Effective Selling Technique
Looking for new and effective selling techniques or come-ons to
attract and keep satisfied customers? One proven strong selling
point is making prospective customers aware that your firm has set
up a Consumer Welfare Desk that is responsive to the needs of the
firms attest to the fact that consumers who complained about their
problem and received satisfactory results exhibited the highest degree
of continued patronage. Hence, these firms even welcome complaints.
Complaints as Built-In Warning Signs
Consumer complaints serve as early warning signs that your business
may be violating some fair trade laws and provide you an excellent
opportunity to correct the problem as soon as it crops up.
Source of Valuable Information
In lieu of market surveys which are costly, information gathered thru
your CWDs can help you evaluate the quality of your products as well
as the kind of service and public relations of your personnel.
Business-Government Relations Enhanced
You will find that a well-managed CWD will improve and enhance your
relationship with government agencies that have jurisdiction over
business. In fact, your efficient handling of consumer complaints
is a big load off the shoulders of government agencies.
Checklist of Procedures
The following is the checklist of procedures to remember in setting
up the CWDs:
- Set up uniform procedures for receiving, recording and resolving
complaints. It is advisable to put your company's policy in
- Give specific guidelines to employees assigned to man the
CWD and spell out how much discretion they can exercise for
- The CWD ensures that consumers are not referred from one
person to another. In other words, the buck should stop at the
- Provide standardized complaints form to ensure that all necessary
information are elicited from the complainant, whether complaints
are by mail, telephone or walk-in.
- If necessary, conduct training seminars to improve staff skills
in handling complaints. Encourage them to handle complaints
courteously and fairly.
- Monitor the procedure to find out how effectively your system
- Announce to the public the availability of the CWD in your
- Place the CWD in a conspicuous place.
- Make the procedure simple, clear, and convenient. Assure the
customer that complaints are accepted during business hours,
whether complaints are filed personally or by phone.
- If supervisors are needed to handle complaints outside the
CWD's jurisdiction, make sure these supervisors are available
at all times.
- Make sure that the consumer's first impression of your store's
complaints-handling procedure is positive, not negative.
- Give the consumer an opportunity to present her side. Many
small problems can be prevented from developing into big headaches
for your store if an expert, knowledgeable person is assigned
to man the CWD.
- Try to resolve complaints as fast as possible. The longer
it takes you to resolve a complaint, the more time you lose
precious business hours and the more likely frustrated consumers
will go to other stores in the future. Consumers will appreciate
your quick response even if all you do is acknowledge and receive
- When an immediate written response to a complaint is necessary,
- Data and information gathered from CWD records can be extremely
helpful to the business in a number of ways. A systematic analysis
of complaints can help you identify specific problems regarding
your products, suppliers or employees and help you avoid the
same problem in the future.
- Follow up and record-keeping can identify bottlenecks and
show consumers that their feedbacks are important.
satisfied consumer is your best advertisement.