OFT research shows customers will return if a complaint is successfully and carefully handled, highlighting the importance for the highest levels of customer service and protection for both consumers and businesses.

New research published by the Office of Fair Trading (OFT) shows that making a complaint about an organisation can be stressful for British consumers. The research has been launched to mark the fifth anniversary of the first OFT Approved Code, which offers consumers the highest level of customer service and complaints procedures, should they need it.

The research showed that more than two thirds of consumers who have made a complaint found the experience stressful, and half of these consumers said that they were unhappy with the outcome. As a result, almost half would not choose to use the business again.

But despite this, the research shows that customer satisfaction was much greater where businesses had an easy to follow complaints procedure in place. In addition, nearly three quarters of British consumers who were satisfied with the outcome of their complaint said they would do business with the firm again suggesting that an effective complaints procedure can help businesses to retain customers.

The advice from consumer champion Lynn Faulds Wood is: “The average value of complaints is £934 – I recommend people get to know the OFT Approved Code sign and buy from companies where they should be less likely to have complaints as businesses in the Code scheme operate to higher standards.”

The Consumer Code of Approval Scheme (CCAS) is a series of codes that OFT has developed with industry bodies, such as British Association of Removers (BAR) on behalf of their members.

BAR members signed up to its Code commit to delivering the highest standards of customer service in the removals industry and to providing an easily-accessible and robust complaints resolution procedure when required. This means that when consumers do need to complain, the experience should be less stressful and time-consuming.