Letting Children be Children
20.
When the Review team looked at several broadcasters’ and retailers’ websites, however, quickness and ease were typically not what we found.Although there were often 'Help' and 'Contact Us' buttons somewhere on the homepage, it was not clear that these sections of the website also dealt with complaints. It was not unusual for it to take five or more clicks from the front page of a website before any reference to making a complaint appeared. There were some notable exceptions. For example, the BBC has a large font reference to 'Complaints' on its homepage, and this leads through to its complaints mini—site where clear and full information is available, not only on how to complain, but also with feedback on the number and types of complaint received and the action taken as a result.
21.
New technology is making it increasingly easy for the public to provide, and businesses themselves to seek, feedback informally. In contrast to the formal complaints sections, these informal channels are usually very prominently placed on businesses’ websites. Examples were submitted to the Review of the various interesting and exciting ways in which businesses and consumers are using avenues such as social networking sites, blogs, and message boards to share views on programmes, products and services. Clearly, businesses are being very creative in how they approach informal dialogue with their customers, and both parents and children contributing to the Review thought that such creativity could usefully improve ease of access to formal complaints systems.
Ideas for making complaining easier
- "Complaints details on till receipts."
- "Anonymous feedback forms in store."
- "Every advertising poster to have a freephone number for complaints."
- "Something like the “How’s my driving?” stickers but for shop windows and posters."
- "Advisory messages before and after TV programmes with details for complaints, in the same way they sometimes give a phone number to call if you have been affected by an issue."
Source: Parents, children, young people and organisations, Call for Evidence responses and interviews
The feedback loop – demonstrating to parents that comments and complaints are taken seriously
22.
Our parental Call for Evidence showed that a lack of faith in complaints being taken seriously was the most important factor in those parents deciding not to complain (Figure 14 above). In their comments, respondents referred to a variety of reasons why they felt this, but two stood out.
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