Questionnaire

A basic level of customer service is required to be considered a Purple Tick business. Every business needs to undergo the self assessment below and if it meets all the criteria will be awarded the Purple Tick. If the business does not meet the criteria, it will be told the areas where it was not successful. It will then be given the opportunity to address the relevant criteria and reapply, or to apply for an exemption.

Click here to read about possible exceptions and exemptions.

There will be random secret surveys of Purple tick businesses to ensure the accuracy of the information given below. Customers will also be encouraged to give both positive and other feedback via the Purple Tick website.

For each of the following criteria you must answer yes or no. All questions refer to both you and your employees.

Physical environment

Do you have a physical environment that is conducive to women customers, e.g. play areas for children, room for prams?
Is your business well sign-posted and easy to find with accessible, safe, well-lit parking?
Are your premises generally clean, tidy and easily accessible?
Are your toilets clean, tidy and easily accessible?
Are baby change and feeding rooms available close by?
Do you avoid sexist stereotypes and images?

Service

Do you treat clients individually to meet their needs?
Do you provide creative solutions for clients?
Do you demonstrate respect towards clients by being friendly, polite and courteous?
Do you treat women as if they are serious buyers who make the decisions on whether or not to buy?
Do you patiently explain technical details to customers who don't understand them?
Do you use plain English and avoid jargon?
Do you encourage women to ask questions and make yourself available to answer them?
Do you answer the phone within 3 rings and/or take messages and then reply to the customer?
Do your customers always get to speak to a real person?
Do you research product or service details for customers and get back to them with the information?

Staff

Do you reward good customer service?
Do you have a customer complaint policy?
Do you provide appropriate staff training to deal with complaints?
Does your training include the importance of the decision making power of women?