Consumer champion Which? has once again launched its annual 'Shoddies' awards, a campaign designed to name and shame companies deemed to have significantly let down customers over the past year. The initiative, now in its third year as a podcast feature, aims to highlight organisations that Which? believes can and should improve their service and standards.
This year's awards target 13 household names across a broad spectrum of industries, including car manufacturers, airlines, high street retailers, and telecommunications giants. The 'Shoddies' stand in stark contrast to Which?'s more familiar 'Best Buy' and 'Recommended Provider' endorsements, serving as a critical spotlight on businesses failing to meet consumer expectations.
According to James Rowe, who hosts the 'Shoddies' podcast, the awards are a crucial part of Which?'s mission. Senior researcher Megan Thomas, who spearheaded this year's awards process, explained that nominations are gathered from various expert teams within Which?. These nominations cover a range of concerns, from product safety and customer service to pricing issues.
A panel of judges then reviews the submissions, selecting those companies whose poor practices stand out the most. The first 'Shoddy' award revealed was for 'Shady Supplement Sellers', which was given to the online marketplace Etsy. This particular award stemmed from Which?'s research into the sale of supplements on online platforms, raising questions about product oversight and consumer safety.
While Which? typically celebrates good practice, the 'Shoddies' serve as a powerful reminder that not all companies consistently deliver. The awards aim to drive improvements in consumer experience by publicly acknowledging those falling short, encouraging a higher standard of service across the board.