Relationship with Customers
Every company claims to believe the adage that 'the customer is king', but precious few actually manage to uphold their promise. The issues in this area are defined by how companies meet the expectations of, and obligations to, their customers and are summarised below.
For a proactive framework on how to manage these issues, see the Marketplace Responsibility Principles.
Respect for customers
Respect for customers involves providing the degree of accessible information, control and choice the customer wants, selling appropriate products with integrity, and ensuring customer safety through to respecting diversity in the global marketplace.
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Excluded groups
By adopting innovative business approaches, companies can reach and include those customers who have traditionally been excluded from key services, perhaps because of poverty or other circumstances.
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Vulnerable customers
Companies need to identify the needs of especially vulnerable customers among the broader customer base. The needs of such customers can often go unnoticed, and the way they are treated can sometimes be a matter of life or death.
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