Consumer Protection Certification provides special recognition to businesses that values their customers

With businesses mushrooming everywhere and the increasing number of tinpot and counterfeit products and services in Malaysia, it is highly common for us to experience frustrating consumer problems at one point or another.

Hence, when dealing with consumers, businesses must ensure that they avoid practices that are unfair and misleading. Achieving an esteemed mark of trust and prestige is certainly a significant milestone in the branding journey of any company.

Consumer Protection Certification is one of World Consumers’ Protection Chamber of Commerce (WCPCC) Consumer programmes to protect consumers from exploitation and various business malpractices.

According to Manson Lee, Secretary General of World Consumer Protection Chamber of Commerce (WCPCC), the Consumer Protection Certification is established to build a nationwide recognition of prominent and reliant rapport between brands and consumers.

About Consumer Protection

Consumer Protection Certification provides local businesses with special recognition that is both powerful and meaningful. This award is based on an assessment and auditing process from WCPCC that consumers can take trust and confidence in.

Manson further explained that businesses that receive the consumer protection certification indicate that they have fulfilled the standard requirements of quality. The certification is issued in accordance with the procedure laid down for manufacturers, retailers, operators, agent businesses and so on.

Setting a benchmark in building consumer trust

Malaysiakini recently spoke to Kelvin Pah, Sales and Marketing Director and Co-founder of SNS Network and Raymond Chua Lui Boon, Managing Partner of SmartWills, on their decision to sign up with WCPCC.

SNS Network signed up with WCPCC because through the programme they were able to understand the industry practices and the benchmark standard in building a competent brand.

“As a business owner, we have to provide fair prices and good quality products and services to all our customers. This will aid in the dynamic and effectiveness of our company's growth,” Kelvin said.

Additionally, we can establish a positive reputation, build customer confidence as well as increase our compatibility and competitiveness in the long run.

Valuing Consumer Rights

Raymond explained that SmartWills signed up with WCPCC because the company values their consumer protection rights which aligns the Consumer Protection Certification objectives.

“Consumer Protection Certification is more than a designation, it is an opportunity to set your business apart. Looking from the consumer point of view, before I purchase a product or service, I will first look for companies that are reliable and with a good reputation. WCPCC can provide us with this affirmation. This certification will directly help us in making more sales and innovations,” Raymond explained.

What can organisations learn from the Consumer Protection Certification Programme?

“Due to a lack of consumer rights education and customer complaint management expertise, many businesses, particularly SMEs, do not have the proper standard operating procedure (SOP) to handle proper customer service. Through our certification, WCPCC will guide businesses on how to enhance and excel in managing customers' expectations,” Manson commented.

Certification is awarded after a thorough auditing process.

Manson noted that businesses have to be registered under Suruhanjaya Syarikat Malaysia and go through a stringent process before the certificate is awarded.

WCPCC will first gather the applicant's information and conduct a preliminary screening. Applicants must then submit documents such as their business licence, CTOS security check, financial performance, and other certified licences.

Following those assessments, the WCPCC committee will then conduct site visits, interview the business owners and staff, and compile a list of the company's products and services. After the evaluation committee has completed the auditing process, WCPCC will host a series of workshops to educate these businesses on how to further improve their operations efficiency.

Certified companies will be awarded a Consumer Protection Certificate (A4 Size) with high quality framed, Consumer Protection Bunting, are allowed to use Consumer Protection logo and be promoted on WCPCC Facebook, Connectbiz Directory and Website page.

Delivering good customer service and being aware of your rights

“Based on my experience, many businesses in Malaysia do not provide a proper customer service experience. For instance, most of the products sold in Malaysia do not have a refund policy. Business owners should be mindful that if a product does not have a refund policy it should be stated on the product packaging or informed to customers in advance. This practice will avoid any misunderstanding between the customers and the traders,” Manson said.

With that in mind, consumers also have to be aware of their rights. They hold the power to not only voice their concerns, but to also make legitimate claims and changes. Being informed about the basics of consumer rights can help you out of tricky situations and avoid unnecessary hassle.

Sign up for the Consumer Protection

According to Raymond, businesses should sign up for this certification as it provides an acknowledgement to the respective business and helps consumers to make better purchase decisions.

“We encourage other businesses to sign up for this certification in order to boost their customer confidence when it comes to purchasing their products and services. By adhering to the WCPCC framework, businesses can ensure a consistent level of quality and effective consumer protection,” Kelvin concluded.

For more information on the Consumer Protection Certification Programme, do visit this website or email to [email protected] if you have any questions.