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BOUGHT a
defective product? No fear, a “good” store will replace
the commodity with a new working product. Replacing a
defective product sometimes serves as a test by the
consumer if the establishment is worth coming back to.
A store that cares for its clients usually has a high
chance of succeeding because it attracts a wide and
loyal consumer base.
Nowadays, there is a big shift in the buying habits of
consumers wherein offering greater convenience, more
selection, higher quality or better service take
precedence over price alone.
There is
a growing trend toward convenience, wherein consumers
consider paying a little extra for the convenience of
having knowledgeable sales people who can help them make
informed buying decisions in a nonharried atmosphere and
have a mechanism to act efficiently should a problem
arise from the purchase.
Unfortunately, not all stores have these in dealing with
customers. A lot of business establishments view
customers merely as people where they derive their
profits from.
Consumers complain that there are just a few stores that
really treat them personally and fairly. “They need to
have a better appreciation of us,” they often say.
Thus,
stores need to install a mechanism that will answer
issues on how to service their clients’ needs, implement
an effective customer feedback mechanism, and conduct
after-sales service, among others.
But what
incentive do stores have when they put on these
mechanisms? It means better understanding of consumer
preference, thus increased sales.
An
incentive is the DTI-Certified Establishment (CE) Seal
of Recognition.
The
Department of Trade and Industry, together with the
private sector, has raised the bar of consumer service
when it launched the DTI-Certified Establishment
(DTI-CE) Program.
The
Certified Establishment or CE Program of the DTI is
designed to give due recognition to businesses that
aspire for excellence by encouraging adherence to
fair-trade laws not because the government is requiring
them, but because it is the right thing to do. It
encourages and promotes the adoption of “self-policing
mechanism” to foster the highest level of business
ethics and uphold a fair and honest marketplace.
Although
recognition is given to entrepreneurs, the end
beneficiary of the program is, of course, the consumer
who buys the goods. This addresses the guessing game of
consumers where to get good products and service.
Well-deserving stores will be given the DTI-CE Seal,
which should be displayed at the entrance of or in any
conspicuous place within their premises for quick and
easy recognition. Consumers buying at these stores are
assured that they will get a fair deal and be serviced
well by the store.
Government agencies serve the consumers better when they
act as encourager of business instead of a police in
the marketplace. Thus, the seal is deemed as an
instrument by the DTI to encourage the private sector to
comply with fair trade laws and other related policies,
including the Consumer Act, Price Act, price tag law and
standards law. It is not just another decoration for a
store to display. It is an achievement for consumer
excellence.
Consumer
welfare is really the business of the private sector,
which is why there is a need for a concerted effort to
enlist their participation.
For this
program, the department has enlisted eight nongovernment
organizations—the Philippine Retailers Association,
Philippine Amalgamated Supermarkets Association,
Philippine Association of Supermarkets Inc., Philippine
Chamber of Commerce and Industry, Federation of
Filipino-Chinese Chamber of Commerce and Industry,
Federation of Philippine Industries, Philippine Product
Quality and Safety Foundation Inc. and National
Association of Consumers Inc.
The
broad spectrum of business that threw in support for the
program ensures that more consumers can benefit. More
retail establishments, supermarkets, department stores,
appliance centers, hardware stores, and service-
and-repair shops are expected to aim for certification
from DTI.
The CE
Seal, just like a medal of honor, is awarded for three
different achievements:
•
Bronze—For complying with fair- trade laws and
maintaining good customer relations through a consumer
welfare desk;
•
Silver—For attaining Bronze requirements, ensuring
effective store management/operations and adhering to
social responsibility; and
•
Gold—For attaining Silver requirements and implementing
quality and environmental management systems in their
operations.
Why the
need to the have three different categories? Just like
the honor roll, the best establishments get the gold. It
is an incentive for the stores to improve the quality of
their service. It is hoped that the seal program will be
a “peer pressure” among store owners, because no seal
may mean fewer customers.
It is
about time that the consumers get value for their money.
In an environment where stores and goods abound,
consumers have the right to know which establishments
practice business ethics and treat their clients fairly.
October
is Consumer Welfare Month.
* * *
Send
your feedback and queries to konsyumeratbp@gmail.com.
For in-depth information on consumer issues, listen to
Konsyumer Atbp. every Saturday, 10:00-11:30 a.m. over
dzMM 630kHz. For consumer complaints, call the DTI
Consumer Assistance Hotline 751-3330 or Text
DTI<space>complaint and send to 2920 for Globe and Smart
subscribers.
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