How to showcase your business as trustworthy, honest and reliable

The Chartered Trading Standards Institute have just launched a new Consumer Codes campaign which encourages people to check before they engage traders and companies to work for them.

The campaign features characters representing the four main types of traders that people complain about – Clumsy, Shady, Costly and Lazy – and shows that you can’t tell just from meeting people if they fall into one of these categories.

So how can business and tradespeople prove that they are a legitimate and honest business and encourage potential customers to trust them?


It’s a big question we’re all still struggling to answer: But the Chartered Trading Standards Institute is now promoting its answer - the Consumer Codes Approval Scheme .

The CCAS aims to improve customer service standards by the approval and promotion of codes of practice through code sponsors, approved by the Chartered Trading Standards institute (CTSI), protecting consumers with higher levels of customer service and allowing businesses to display the codes logo to reassure consumers who can check the CCAS member’s list online or simply look out for the CCAS logo .

All CTSI-approved code members operate under a sector-specific code of practice and must demonstrate that they are committed to the highest levels of customer service.

If you are running a small business, becoming a member of a code sponsor within the Consumer Codes Approval Scheme can provide an endorsement of trust and confirmation that you have a commitment to high quality customer service and consumer protection - which can give you the edge over your competitors and help you to attract and retain customers.

The benefits to your business include:

- When consumers see the CTSI approved code logo on your marketing materials and website when searching for businesses within your industry or sector they are reassured that you have a proven commitment to honest business and higher customer standards which will give you an advantage over your competitors.

- Belonging to a code sponsor will help drive up customer standards within your business sector.

- Being part of CCAS proves to your customers and potential customers that you have a robust customer complaints procedure and clear pre-contractual information.

- It enables you to promote your business as one that consumers can trust.

- Consumers can be confident that any approved business they choose has a proven commitment to their customers and that they will have protection above and beyond normal consumer law rights.

- It improves overall consumer confidence

The Journal of Trading Standards asked consumer protection stalwart and presenter of the BBC’s Watchdog and Rogue Traders, Matt Allwright about the campaign and his experiences with the four characters highlighted.

He said: “It’s not easy at all [to spot a rogue trader], and it seems like it’s getting harder… I think we’re often in such a hurry to secure the services of someone to fix our roof or boiler, that we can say yes, and hope for the best, rather than do a bit of homework first.

Asked about the Scheme, he said: “Searching the CCAS directory clearly helps sort the sheep from the goats when choosing a trader, sets out expectations, and is a starting point for putting things right when they go wrong.”

Find out how the Consumer Codes Approval Scheme can help your business , reduce consumer detriment and improve service standards.


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