1. - Tough Customers – The Strengthening Voice of Consumers in Ireland Maria Hurley Director, Research, Policy & Communications NATIONAL CONSUMER AGENCY

2. The National Consumer Agency (NCA) is a statutory body established by the Irish Government in May 2007. It aims to defend consumer interests and to embed a robust consumer culture in Ireland. Our Mandate

3. Section 1: Consumer Empowerment

4. 17 14 19 12 14 57 60 56 58 52 12 11 13 12 8 15 4 3 4 66 10 Wave 4 '09 Wave 3 '09 Wave 2 '08 Wave 1 '08 Nov/Dec '07 Confidence About Rights as a Consumer (Base: All aged 15-74 – 1,000) % Very confident Fairly confident Neither/Nor Not very confident Not at all confident 21% % 18% 70% 66% % 75% 12% % 14% 74% % 15% 74%

5. 13 16 10 13 54 55 53 5246 13 12 16 14 15 11 16 19 55 4 8 7 15 Wave 4 '09 Wave 3 '09 Wave 2 '08 Wave 1 '08 Nov/Dec '07 Knowledge About Consumer Rights (Base: All aged 15-74 – 1,000) Very knowledgeable Fairly knowledgeable Neither/Nor Not very knowledgeable Not at all knowledgeable % 26% % 24% 62% 59% % 69% 15% % 20% 67% % 20% 68%

6. Protected Regarding Consumer Rights (Base: All aged 15-74 – 1,000) Very protected Fairly protected Neither/Nor Not very protected Not at all protected 12 10 15 9 10 53 55 51 21 19 20 23 13 8 14 12 33 2 44 11 Wave 4 '09 Wave 3 '09 Wave 2 '08 Wave 1 '08 Nov/Dec '07 % 16% % 18% 60% 61% % 70% 10% % 14% 65% % 16% 65%

7. Section 2: Making Complaints

8. Propensity To Complain No Yes As a consumer would you be prepared to complain if a problem had occurred or you are dissatisfied with a good or service you have purchased? (Base: All aged 15-74 – 1,000) (24%) (76 %) ( ) = Wave 3 2009

9. (Base: All aged 15-74 – 1,000) Supermarkets and newsagents Shops selling clothing or footwear Restaurants take-away’s or hotels Communications services including home phone % With Reason to Complain or Return Ever TV Service Providers e.g. Sky, NTL Building and related services e.g. plumbers Shops selling furniture or household appliances Banking products and services, including a current A/C Pubs Airlines Car dealers Insurance products and services Energy suppliers e.g. ESB, Bord Gais PRIMARY SECONDARY 17 13 15 9 7 8 10 6 6 6 5 7 4 (-5%) Wave 4 2009 Wave 3 2009 Wave 2 2008 Wave 1 2008 Goods & Services Bought with Reason to Complain or Return an Item – Primary & Secondary

10. Goods & Services Bought with Reason to Complain or Return an Item – Tertiary ( Base: All aged 15-74 – 1,000) Public transport – buses and trains Pharmacies, doctors, hospitals and other medicals Travel agents Education providers e.g. schools and colleges Personal care e.g. hairdressers, cosmetics Local authority bin services Entertainment at home e.g. DVDs, CDs, games Petrol stations Entertainment outside home e.g. cinema % With Reason to Complain or Return Ever 6 4 3 3 5 5 4 4 3 Wave 4 2009 Wave 3 2009 Wave 2 2008 Wave 1 2008 Tertiary

11. Whether Complaint Made When had Reason to Do So No Yes Whether Made Complaint Benchmark 2007 79% Yes Wave 1 2008 70% Yes Wave 2 2008 75% Yes No Yes Reason to Complain (60%) ( 40%) (31%) (69%) (Base: All aged 15-74 – 1,000 ) (Base: All those who had cause or reason to complain in past 12 months - 356) ( ) = Wave 3 2009

12. Reasons for Complaint (Base: All those who made a complaint in past 12 months - 267) Faulty product/ service Product/service didn’t do what it said it would do Wrong size/colour /specification Product/service did not confer benefits described to me by salesperson Changed mind/wanted to return the item Unwanted gift Other Wave 1 2008 Wave 2 2008 Benchmark 2007 Wave 3 2009 Wave 4 2009

13. Assessment of the Complaints Process (Base: All who made a complaint – 267) % Very easy Somewhat easy Neither/Nor Somewhat difficult Very difficult 69% 23% Unhelpful staff Refusal of retailer to refund my money The retailer/provider never got back to me Difficulty contacting trader Had to put complaint in writing I was unsure of my consumer rights Offered a repair when wanted a replacement Refusal of retailer to accept returned item Other # All others 6% or less % Level of Difficulty Experienced Difficulty Experienced (Base: All who experienced difficulty – 62) Wave 4 2009 Wave 3 2009 (28) (33) (10) (17) (12)

14. Helping to Offer Better Customer Service (Base: All aged 15-74 – 1,000) Staff trained in customer service and complaints handling A publicly displayed complaint handling procedure A named point of contact for complaints Informed of the returns policy at point of purchase by sales assistant A publicly displayed returns policy % New question, multiple answers allowed

15. Reasons for Not Complaining (Base: All those who had reason to make a complaint but didn’t in past 12 months - 88) I did not want the hassle of having to make a complaint I didn’t see the point of complaining I didn’t have time to make a complaint I did not want to get anyone in trouble by making a complaint I was afraid to make a complaint I was unsure of my consumer rights Difficulty contacting trader Other Had to put the complaint in writing Benchmark 2007 Wave 1 2008 Wave 2 2008 Wave 3 2009 ** (+8%) (-27%) Wave 4 2009 (+5%) (+22%) ––––

16. Resolution Status of Problem (Base: All those who made a complaint in past 12 months - 267) % Wave 1 2008 78% completely resolved Wave 2 2008 66% completely resolved Completely resolved Partly resolved Not resolved at all Refused/ Not Stated (2%) (73%) (9%) (16%) ( ) = Wave 3 2009

17. Satisfaction with the Way Complaint was Handled (Base: All who’s complaint was completely resolved – 198) % Completely satisfied 73% Do nothing, just accept what has happened Tell people you know of your positive experience with them Do more business with them yourself % Level of Satisfaction Very satisfied Fairly satisfied Neither/nor/ Don’t know Likely to do as a result 145 People (39) (30) (18) (5) (3) (2) Wave 4 2009 Wave 3 2009

18. Likelihood of Buying Again from Business that had Reason to Complain About No Yes I don’t have a choice (Base: All those who had reason to make a complaint but didn't in the past 12 months - 88) Benchmark 2007 52% Yes 27% No 16% I don’t have a choice Wave 1 2008 59% Yes 29% No 12% I don’t have a choice Wave 2 2008 64% Yes 29% No 7% I don’t have a choice (28%) (22%)(5%) (45%) Don’t know ( ) = Wave 3 2009

19. What of it all? Your Clients and Your Clients’ Clients are getting better at getting what they want. Are you delivering on their expectations?

20. What next? You know how to run your business, but we know what is irking consumers www.nca.ie for consumer related market research or pick up the phone and we will be happy to engage with you.www.nca.ie