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Standards

The Standard Retailers Should Aspire To

RISE Customer Care Standards define the minimum expectations for responsible retail and the benchmark for businesses that want to lead through trust, transparency, and service excellence.

These standards apply across the entire customer journey — before purchase, at the point of sale, and after delivery.

1. Commitment to Customer Care

RISE members must recognise customer care as a core business responsibility.

Retailers are expected to:

  • Treat customer care as integral to their operation
  • Allocate appropriate resources to customer service
  • Ensure customer outcomes are prioritised alongside commercial objectives

Customer care must never be treated as an afterthought or a cost to minimise.

2. Clear and Honest Communication

Retailers must communicate with customers clearly, accurately, and honestly at all times.

This includes:

  • Accurate product descriptions and specifications
  • Transparent pricing, including taxes and delivery costs
  • Clear explanations of delivery timescales
  • Plain-English policies for returns, refunds, and cancellations

Information must be easy to find, easy to understand, and not misleading.

3. Accessible Customer Support

Customers must be able to contact a retailer without unnecessary barriers.

RISE standards require that retailers:

  • Provide clear contact details
  • Offer reasonable and accessible support channels
  • Make it easy for customers to raise enquiries or concerns
  • Avoid excessive automation that prevents human support

Customer support should be visible, responsive, and approachable.

4. Timely Response and Ongoing Communication

Retailers must respond to customer communications promptly and professionally.

RISE expects that:

  • Customer enquiries are acknowledged within a reasonable timeframe
  • Customers are kept informed when resolution takes time
  • Communication remains courteous and constructive
  • Customers are not left without updates or explanations

Silence and delay undermine trust and are not acceptable.

5. Fair and Effective Complaints Handling

All RISE members must maintain a clear complaints-handling procedure.

Retailers are required to:

  • Acknowledge complaints promptly
  • Investigate complaints fairly and objectively
  • Provide clear explanations of findings and outcomes
  • Communicate decisions respectfully
  • Document complaints and outcomes

Complaints must be treated as opportunities to resolve issues and improve service.

6. Responsibility and Accountability

Retailers must take responsibility for customer outcomes.

This includes:

  • Accepting responsibility for service failures
  • Avoiding unnecessary blame-shifting
  • Taking ownership of resolution
  • Acting fairly, even when issues involve third parties

Accountability builds trust and credibility.

7. Fair Resolution and Redress

When issues occur, retailers must provide fair and proportionate resolutions.

RISE standards expect that:

  • Resolutions reflect the impact on the customer
  • Customers are treated respectfully throughout the process
  • Outcomes are clearly explained
  • Repeat issues are addressed, not ignored

Resolution should aim to restore trust wherever possible.

8. Respectful and Professional Conduct

All customer interactions must be handled professionally.

Retailers must:

  • Treat customers with courtesy and respect
  • Avoid dismissive or defensive behaviour
  • Communicate calmly and clearly, even in difficult situations
  • Ensure staff are trained in customer care expectations

Professionalism is a non-negotiable standard.

9. Learning and Continuous Improvement

RISE standards are designed to encourage improvement, not stagnation.

Retailers are expected to:

  • Monitor customer feedback and complaints
  • Identify recurring issues
  • Implement changes to improve service
  • Review customer care processes regularly

Continuous improvement is a key indicator of a responsible retailer.

10. Upholding the Integrity of RISE Standards

Retailers displaying RISE membership or the RISE Mark of Trust must uphold these standards consistently.

Members must:

  • Use RISE branding honestly and responsibly
  • Maintain compliance with published standards
  • Cooperate with RISE guidance and reviews
  • Remove RISE branding if membership lapses or is withdrawn

The integrity of the standard protects both customers and responsible businesses.

What These Standards Represent

RISE Customer Care Standards represent:

  • A clear benchmark for responsible retail
  • A shared commitment to better service
  • A visible signal of trust for customers
  • A framework for long-term business success

These standards exist to raise expectations across retail and support businesses that want to do things properly.

Conclusion

Customer care defines trust.
Trust builds loyalty.
RISE sets the standard retailers should aspire to.