Conference Keynote Forum - Consumer Consultation

Chairman Monica Shelley introduced the forum members and posed the question - "Is consumer consultation a myth or reality?" 

Some of the answers given by the main speakers seemed to drift away from the main subject a little - perhaps propelled by questions - but it was a fascinating discussion. 

Caroline Banks 

Caroline Banks explained that the Office of Fair Trading (OFT) is expected to solve every 'fair trading' problem thrown at it, and there were plenty. Consumer complaints were a form of consultation in that they indicated areas of concern. They gave the Office much information, in fact it relied on them. 

An absence of complaints was also, sometimes, an area of concern. Care home residents, for instance, seldom complained about their lot, yet there were anxieties expressed by other parties on their behalf. Were they completely disempowered? (She did not like the word but it expressed what she meant). There had never been, as far as she knew, a survey of opinion among care home residents themselves, so the OFT carried one out. It was extensive and trustworthy and provided hard evidence that all was not right. [The members of Oxford Group are also concerned about the management of Care Homes for the elderly - Ed] The OFT regularly carries out dissatisfaction surveys, but she spoke a word of caution about jumping to conclusions. 

The OFT has received numbers of complaints about car servicing from the general public. They are carrying out a dissatisfaction survey but know that the general public represented only 30% of car servicing customers. Their opinions alone do not give the whole picture. 

The Government White Paper on Consumer Affairs will change almost every aspect of the OFT work. The reorganisation necessary to meet this challenge, she said, is daunting. They are setting up advisory groups to help, and are seeking more views. 

Andrew Barnett 

Andrew Barnett pointed out that the National Consumer Council (NCC) has always championed consumer representation and consultation. It is a reality in some areas; both of the new FSA's, the Financial Services Authority and the Food Standards Agency, have consumer representatives but there is much more to do.

 The NCC will always give practical advice as to how to achieve representation and therefore consultation. They are very aware that disadvantaged consumers need help. User involvement and consumer consultation are linked but different aspects of the same matter. User involvement is Consumer Groups being active at local level, while consumer consultation is the expression of views at a strategic level. At this level in particular, consumer representatives need to have a strong, informed voice, and NCC is very conscious of the need for training. They have published a booklet 'How to Represent Consumers' and there are several other useful publications. NCC saw as its way forward three initiatives:

• Regional seminars
• Training for consumer representatives
• Setting- up a nominations unit, a database of consumer representatives whom NCC will train and network so that they can be really effective 

Annette Lovell 

Annette Lovell explained that the BT perspective was a business perspective. They take consumer consultation very seriously and run a network of consumer panels with which to consult on broad and specific issues. The process was complementary to market research and other information-gathering. 

• They have learned lessons in consultation which are to:
• understand what you are consulting about and why 
• have clear objectives and define the scope of the consultation 
• set key expectations (change takes time so set realistic goals) 
• inform those taking part - this met with a ripple of agreement from the audience 
• avoid any temptation to predict an outcome! 
• provide feedback to those involved - this met with even more of a ripple of agreement from the audience. 

The communications industry is changing rapidly, and the regulations governing it are growing increasingly complex. Web-based consumer consultation will become increasingly important, and consumer bodies must prepare for this. 

Tony Singleton 

'Consumers' are really 'users' of Government services and processes, said Tony Singleton, who, as Head of the Consultation Policy Team, part of the Cabinet Office's Service First Unit, is also responsible for the 'Peoples' Panel'. You are users, he said, because you have no choice as to who provides the many Government services and processes. Because there is no choice it is easy to slip into bureaucratic complacency. The Government realises that it needs to know how services are performing in order to prevent this. It needs consumer consultation. 

There is much change in the 'Service First' unit. There is to be a new Charter programme and a White Paper 'Public Services into the next Millennium'. All Government Departments and agencies must find out what users think of the services provided. Charters will only be awarded to those who consult and make proper use of their findings. 

The 'People's Panel' is, he thought, a very important initiative. The 5,000 people consulted had been scientifically selected to provide a cross-section of the society in which we live, and the results of consultations were therefore statistically reliable. All results are made public. 

There were barriers to consultation, and the conditions of awarding local and National Charters will, he hoped, break these down. There is an Older Persons initiative and a promise to listen to women - maybe a Minister for Women at Cabinet level? 

Marie Jennings 

The final initial contribution to the Keynote Forum was from NfCG Chairman, Marie Jennings. The reality, she said, is that people, consumers, want to know the outcome of consultation they think important. This is not always the same as that looked for from those wishing to consult! Her experience world-wide, and most recently at the Malaysia Conference, is that the need for proper consultation between consumers and the providers of goods and services, be they Governments or businesses, is a global priority. 

There were two strands of consultation:- 

• Strand one - the professionals 
• Strand two - the grass roots people who need to be taken much more seriously and who should be positioned more closely to the main debate. 

Consultation was valueless without both strands being involved. 

Marie described the NfCG 'Hot Issues' Group which has been successful in coalescing ideas between consumers and business about matters which will have a serious effect on both consumers and providers of goods and services. One normally thinks of these as mutually exclusive but they are not. Our combined efforts may have seriously effective consequences. 

Finally we must, she said, help Government, the NCC and the OFT to set out the 'Consumers Agenda' and also help industry set standards for 'corporate citizenship'. 

Questions, answers & debate 

1. The Question and Answer session that followed produced many interesting discussion points, a few of which were: 
2. People who are asked to be Consumer Representatives need some help to be better briefed - can someone set up a telephone helpline? NCC is training Consumer Representatives and will consider setting up a helpline. 
3. Brian Locke received vast quantities of consultative documents through his office. "Fewer words, more meaning" was his plea. He was concerned that soon the airwaves will be drowned by the sheer volume of electronic consultation, and where is it all leading to? Are we better at consulting now than heretofore? There was divided opinion on this question, but an underlying feeling that organisations could do better. 
4. Helen Millar was critical of the influence of single-issue pressure groups to the detriment of consumer issues in the wider context. 
5. Too often the media represents pressure group views as those of 'consumers' in general, which can lead to misunderstandings. The consultation team in the Service First Unit at the Cabinet Office avoided making assumptions and consulted in the wider context. Caroline Banks thought it depended on the pressure groups and what they were campaigning about. Were they 'consulting' to obtain views or campaigning to achieve an objective? Certainly the views of pressure groups and the media were insufficient on their own. 
6. There was another plea for training. Most consumers know nothing about complaints procedures and find out the hard way when something goes wrong. Many firms are equally ignorant in how to deal effectively with complaints. How much does the accountant know about the company's customers and their needs? 
7. Many bodies are now being told to 'consult' and so they do. But do they take any notice of the results? And do they tell those consulted about the outcome? How can we ensure that -proper notice is taken of consultation findings and action taken where necessary? The Panel members agreed it is important to tell those consulted of the outcome and to follow-up, but not all consultation gives practical results. Furthermore, it is important that those doing the consulting believed in the exercise. 
8. Diana Whitworth pointed out that the NCC publishes several good guides to consultation. At the Carers National Association she has found that best-practice consultation is being ignored by both Government and Social Services. The problem that people at local level perceive is that only lip service is paid to the issue of consultation, and organisations must address this if they want consumers' continued involvement and trust. 
9. Gerry Lanchin asked what was best practice? Diana Whitworth thought it essential to be clear at the outset as to the objectives of the consultation. You then associate ordinary people with the problem and examine it in depth. You then have to separate out the prejudice from the real views. You use the results to inform policy - not make policy, and you tell those consulted about the results.

Time for consultation please!

NfCG receives many consultation papers with requests for replies which allow insufficient time for proper consultation. There was a heartfelt plea for more time. The Government view is to allow eight weeks where possible but, politicians being politicians, they usually want views yesterday. 

BBC 'Promises' 

Sian Healey, Head of BBC Corporate Affairs, spoke about the BBC 'Promises' consultation document and thoughts about the future of the BBC in the digital age. She asked for consultation on both. 

For a copy of the Statement of Promises ring 06700 100 789. For a copy of the Consultation on new Digital Services ring - 06700 100 150 (or look up: bbc.co.uk/consult) [consultation now over link takes you to report on outcome]

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