BOUGHT a defective product? No worries, an “excellent” store will replace the commodity with a new working product without being asked twice. Replacing a defective product 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 salespeople who can help them make infirmed buying decisions in a non-hurried 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 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, conduct after- sales service, among others.
But what incentive do stores have when they put on these mechanisms? An incentive is the Department of Trade and Industry Certified Establishment (DTI-CE) seal of recognition.
The DTI, together with the private sector, has raised the bar of consumer service when it launched the CE Program.
The DTI-CE Program 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 it acts 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 their 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 categories:
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.
