Consumer Action Monitor

Key themes in the 2020 CAM report include:

• Consumer attitudes to complaining Having dropped to their lowest levels since the CAM report began in 2014, complaint volumes seem to have increased back to the levels experienced pre 2020. With Covid being the only explanation, we are now monitoring this on a monthly basis to identify whether other factors can influence consumer behaviour.
• Trust Trust in companies has remained relatively stable as has the attitude that a well-handled complaint increases loyalty. With the majority of consumers claiming that the minimum they would expect is an apology and a reassurance that the experience won’t be repeated, it demonstrates the need for open and easy to use channels of communication.
• Covid-19 There was a significant uplift in the belief that the eight week rule for resolving complaints before escalation was fair compared to last year which could indicate that the pandemic has increased an attitude of leniency in consumers.
• Complaint behaviour As well as exploring perceptions of energy suppliers, broadband providers and mobile networks, the Consumer Action Monitor provides an ongoing measure of broader consumer complaint behaviour and attitudes towards complaining.
• The green agenda There was a surprising lack of understanding around the term ‘net zero’ with only 11% of consumers fully understanding the term. There is clearly a need for education in this area as 63% stated that they had heard of ‘net zero’ but didn’t understand it.
• Demographic trends This year we have gained a far better understanding of how a consumer’s demographics might impact their attitude towards complaining. We now understand that those with a higher number of complaints per person tend to include younger people, ethnic minorities, higher socio-economic groups, those with a higher level of education and those who are confident internet users.