- The program covers the full range of consumer concerns, from provision
of clear and adequate information to facilitate informed decisions
through to personal information protection, transaction security and
effective processes for contract formation, contract fulfillment and
redress
- There is meaningful involvement of a wide range of stakeholders in
the development and implementation of the program.
- The Trustmark administrators offer compensation to consumer
(i.e. insurance is in place) when members do not comply (see, for
example, the WebAssured program at http://www.webassured.com).
- There is adequate funding and logistical arrangements are in place to
ensure the program runs properly.
- Staff are trained to provide customer service and complaints-handling
and dispute resolution services.
- Merchants are evaluated before receiving the Trustmark. As a result,
the risk of uncooperative merchants with poor complaints management
processes joining is low.
- There are real incentives for merchant compliance, and disincentives
for non-compliance, such as loss of use of the Trustmark or adverse
publicity.
- There is an effective communications and publicity campaign about
the program and how it operates.
- The program is free to consumers, and convenient to use.
- There are regular public information updates about the program.
- The program responds quickly.
- There is continuous communication with consumers throughout the
process to keep them up to date.
- There is a time limit associated with each stage of the process that is
made known to consumers.
- Regular review and monitoring (preferably by a third party)
takes place to ensure that the program works and that continuous
improvement occurs.
U.K. Consumer Organization Develops
Consumer Complaints Management Initiative
The United Kingdom’s Consumers’ Association has developed Web Trader, a Consumer Complaints Management Trustmark program for online merchants.
Web merchants agree to abide by a set of consumer protection
commitments, and, when approved by the Consumer’ Association,
can display the Web Trader logo on their Web sites. When problems
arise, the Association helps consumers seek redress, and the
merchant may lose the privilege of displaying the Web Trader logo.
Consumer organizations in nine other European countries now
operate Web Trader programs, and the program is looking to
expand beyond Europe.
For more information on the Web Trader program, go to http://www.which.net.
Other Examples of Trustmark Programs
BBBOnLine
The Better Business Bureau (BBB) has developed an online merchant reliability code
with a seal. Approved merchants put a BBBOnLine logo on their Web sites that links
to the BBB site so consumers can determine in advance which companies participate
in the program and learn about redress mechanisms for when complaints are not
resolved internally.
Canadian Code and Standard
Based on the Principles of Consumer Protection for Electronic Commerce, Industry
Canada’s Office of Consumer Affairs is leading a multistakeholder initiative to develop
a code of good business practice for e-commerce that features preventive, internal
complaints-handling and external dispute resolution elements.
A standard based on the principles and code is also being developed by the Canadian
Standards Association and the Bureau de Normalisation du Québec, with federal and
provincial government, industry and consumer group participation. The code and
standard are intended to be the basis for Trustmark programs.
Summary
Introduction
Market-based Consumer Complaints Management Initiatives
Preventive Consumer Complaint Management Initiatives
Internal Complaints-handling Initiatives
External Private Dispute Resolution Initiatives
Comprehensive Complaints Management Systems
Characteristics of Effective Online Trustmark Programs
Online Redress
The Need for Effective Consumer Complaint Management Initiatives
Consumer Complaint Management Initiatives and the Law
Developing and Implementing Consumer Complaint Management Initiatives
Elements of Successful Consumer Complaint Management Initiatives
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