This April the National Consumer Council (NCC) launched a new training package that has been designed to build up the skills and self-confidence of consumer representatives - Stronger Voice. It's an initiative that has received support in the Government White Paper "Modern Markets: Confident Consumers". The Consumer Minister, Dr. Kim Howells, has described Stronger Voice as "a bold step forward in improving the training of consumer representatives" and the DTI has set NCC a target of training 5000 consumer representatives this year.
What implications has Stronger Voice for Consumer Groups and how important is consumer representative training?
Some sort of formal representation of consumers becomes particularly important when market forces do not apply - where consumers have little choice about the supplier of the service or goods that they buy or use. In these instances, consumers must have mechanisms for expressing views about particular issues that concern them and influencing policy decisions. Consumer Groups provide such a mechanism to ensure that consumer opinion is considered when government, utilities and businesses make important policy decisions that affect consumers. In short, consumer groups and their representatives are the voice of consumers. This exercise is to make the voice louder!
As a way of voicing consumer concerns, more and more members of groups may be nominated as lone consumer representatives on local or national committees and panels. Yet, how effective are new consumer representatives at voicing consumer opinion, getting organisations to listen and in influencing policy? The answer, according to NCC, may lie in that all too familiar phrase from many a school report: "Could do better".
The problem is that sitting on a committee or panel as a consumer representative can be a more daunting, time consuming, and difficult task than many suppose. It's a role that carries a weight of responsibility and involves a complexity of tasks and new situations. With little experience and preparation, a consumer representative is less effective in promoting understanding of consumer issues involved and confidently arguing the consumer interest with a panel of others who view the relevant issues from a different perspective.
NfCG member, Pam Swingler, is on the advisory group for Stronger Voice which the Scottish Consumer Council originally set up to develop the training pack. She comments: "It is in the interests of Consumer Groups to help their representatives perform the role as effectively as possible. By doing so they will maximise the influence they have on policy decisions. Stronger Voice experience could help the way our groups operate."
Essential to the development of Stronger Voice has been the combined experience and input from experts from many fields that make up the advisory group. The group looked at which skills are most important in representation, not just in the challenge of putting a consumer opinion across to a committee, but also the need to consider and research the "real" opinions of the consumers that they represent. The outcome is a highly thought-provoking, practical and interactive course.
The DTI's support for the project comes from the push to involve consumers in decision-making. Just look at all the new public sector buzzwords: Service First, New Deal, Best Value - they all have the same main ingredient - user (consumer) consultation. This drive by the Government to involve consumers will lead to a greater demand for new consumer and user representatives. Consumer Groups must ensure that we make the most of the opportunities presented.
Stronger Voice is available through NCC accredited trainers; a home study pack or as a tutor and participant pack for in-house training. For more information e-mail sv@ncc.org.uk or call John McCulloch on 0207 881 3009.
We are also looking for someone to administer NfCG Stronger Voice training. Any members with training experience who are interested should contact Pam Swingler on 020 7722 4555.
John McCulloch (NCC).
Congratulations to Individual Member, Stephen Reid, who has been appointed Chief Executive of the Energy Consumer Council.
Congratulations also to Individual Member, Suzi Leather, who has been appointed Deputy Chairman of the Food Standards Agency.
Honour for NfCG Individual Member, Professor Brian Locke, who has been elected President of the Design and Industries Association.
The Society of Consumer Affairs Professionals has become an NfCG Associate.The Society offers training courses and has a website at www.socap.co.uk. They plan to run a Customer Service Week in October and are launching a series of Customer Service Awards this year in association with the Institute of Customer Service with a grand awards ceremony on October 24th. The Executive Director is Tony Mosely, and the phone number 01275 845511.
Stella Walsh's house was a welcoming home for NfCG when we were forced to close the Newcastle office but it was certainly an imposition on her and her family and we are most grateful to them for putting up with all the disruption. Now it can be revealed that NfCG's administration has moved to Brunel University from September 2000.
This is an important and exciting development and the formal details of address and other communication facilities will be given in the next issue. NfCG is indebted to Professor Geoffrey Woodroffe, Individual Member and Professor of Commercial and Consumer Law Research at the University, for facilitating this development.
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