Which? has been the UK’s consumer champion for more than 60 years. We exist to make life simpler, fairer and safer for everyone. Through our rigorous testing and thorough vetting process, customers feel reassured and confident in choosing a product or service that has been endorsed by Which?. 

Helping to improve industry standards: 

Our standards are equally as high as our reputation. Which? Trusted Traders cares about each of the businesses we work with and continually questions how we can make a difference to improve industry standards and help reduce customer detriment. 

We know one of the biggest risks to a franchisor’s brand reputation is the franchisee network and ensuring that high standards are adhered to at all times, which is why we continue to work with franchise networks. 

“Becoming a Which? Trusted Trader has had a measurable impact on our franchise network and also for us as a franchisor. Not only do customers choose us above our competitors because of our Which? Trusted Trader membership, but it also shows potential franchisees that our processes have been independently reviewed and that our services and processes are robust.” Lindsay & Tim Brown, franchisor of Access4Lofts

We ensure that all businesses who apply to become endorsed are thoroughly vetted through our Trading Standards qualified assessors. We also have a  strict code of conduct, which must be adhered to as it ensures that both the business and consumers are protected. 

The combination of our ongoing assessments, along with the support of the Dispute Resolution Ombudsman, provides franchisors with a full view of their network. 

Not only this, we also offer a dedicated expert who will support your business with the ongoing management of your endorsement, helping you to maximise it to its fullest potential while staying compliant with the scheme. This can provide your leadership team with insight to better improve the business from the ground upwards. 

“The assessment process is lengthy for obvious reasons. This is not an organisation that you can just ‘buy’ into – the checks are very real, but the process can highlight areas that need improving which, as a growing business, is a good thing.” Lindsay & Tim Brown, franchisor of Access4Lofts

Benefits to your franchise network

If you’re still not sure how we could help your business, we’ve set out just a few ways a Which? Trusted Trader endorsement could benefit your franchise network. 

Grow your franchise network: You can use the Which? Trusted Traders branding to attract new franchisees, as well as retaining existing ones. Our endorsement means you can offer prospects not just one  but two great brands that your customers  know and trust.

Raise your profile: As part of our endorsement, you  will have your own profile page on the Which? Trusted Traders website, which can help you to reach new potential customers.

Give customers confidence: A recommendation from Which? can go a long way in the eyes of the consumer. By being associated with our brand you can offer assurance and peace of mind to your customers, so they know  they are dealing with a reputable and trustworthy business.

Improve your quote conversion: As a Which? Trusted Trader, you are already setting yourself apart from your competition. To go further, make sure your customers know about your endorsement, as it could be a factor when they’re choosing who they want to work with. 

Displaying genuine reviews: Every review that appears on your Which? Trusted Traders profile page is checked and verified by a team of moderators, so your customers can have trust in what people are saying about your business.

Ongoing assessment and code of conduct: Many companies are denied Which? Trusted Trader status if they fail to adhere to our high standards. By making sure our endorsed traders follow our  code of conduct, customers should be reassured that the businesses they are dealing with work to a high quality. Our ongoing assessments also ensure that the scheme is complied to at all times. 

Complaints resolution: As an independent and impartial organisation, Dispute Resolution Ombudsman is there to facilitate dispute resolutions if you have reached a position of deadlock with your customer


Want to become a Which? Trusted Trader?

Give your customers extra confidence by getting vetted and endorsed by Which? Trusted Traders. Our logo is a sure sign of trust and is likely to make your business stand out. Millions of people trust Which? because we’re the UK’s consumer champion – passing our rigorous assessment shows everyone that you mean business. For more information on becoming a Which? Trusted Trader, please contact us today on 0117 456 6031. Lines are open Monday - Friday 9am - 5pm. 

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