Whirlpool ‘taking advantage’ of families desperately trying to find out about fire-risk dryers

WHIRLPOOL was last night blasted for taking advantage of families desperately trying find out about fire-risk tumble dryers - by automatically signing them up to marketing lists when they call for help.

It was one of a string of failings by the firm in dealing with more than 5million customers stuck with faulty machines.

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Whirlpool is in the process of fixing an estimated 5.3 million faulty tumble dryers - under brand names Hotpoint, Indesit, Creda and Proline - across the UK after finding a safety defect in October.

It emerged in April that it could take as long as three years to fix the problem - accumulation of excess fluff in the filter which is then set on fire by the nearby heating element.

Now a probe by consumer group Which? - based on undercover researchers contacting the firm plus speaking affected customers - outlines the chaos customers face.

Their research found unnecessary delays and confusion among customers, Whirlpool withholding information.

Regarding delays, undercover investigators posing as customers were consistently told it would take two to three months to get a customer ID before even being put on a waiting list for repairs – something that should be done at the push of a button.

Which? found that consumers are being pushed from pillar to post - causing confusion. On mystery shop calls when posing as a consumer with a nine month old dryer, investigators were repeatedly told to take up a claim for a replacement with the retailer.

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Many of Which?’s 40 case studies tried this route and were told to take this up with Whirlpool. Whirlpool said they will investigate this issue.

Whirpool are also accused of withholding information.

The company has still not published a complete list of the affected models - at least 127.

Which? has now been able to obtain the details of affected models and has details on its website.

Whirlpool maintains its position that they will not publish the affected model numbers.

Customers have also been left with limited options: Consumers are stuck between a rock and hard place – faced with a decision between lengthy delays for a repair, or paying for a reduced priced replacement.

One in five Whirlpool customers who opted for a replacement felt they had no choice but to pay for a new machine and a third said that, given the option, they would rather pay for a replacement than wait so long for a repair.

Whirlpool was also accused of opportunism: Whirlpool is using the dryer safety process as an opportunity to sign customers up for marketing materials.

Whirlpool’s recorded opening message automatically opts callers in to receive future marketing unless they ask to opt out.

Whirlpool says that consumer data collected as part of the dryer modification campaign is not used for cross-marketing purposes unless a consumer has already registered their interest elsewhere

Which? is calling on Whirlpool to commit to clearly list all 127 affected model numbers on the front page of its website with details of how customers can get help.

It also wants it to speed up the process by making it quicker to generate a customer ID number when consumers first make contact with the call centre.

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Plus it should train its call centre staff to offer better advice to affected customers and stop directing them to retailers, who are in turn directing people back to Whirlpool, simply delaying the process.

The failings in this case highlight major issues with the current product safety regulations. Which? has submitted this evidence to the Government’s new steering group, established after Lynn Faulds Wood’s review, and is asking it to review the Whirlpool case, look at how existing law applies in these situations and make practical recommendations to improve the product recall system within the next month.

Which?’s Alex Neill, said: “Whirlpool customers rightly feel dissatisfied with how they've been treated, being faced with delays, confusion and a lack of information.

“Whirlpool must clean up their act and sort this mess out.

“This case, affecting millions, clearly highlights the problems with the current product safety regulations.

The Government must act swiftly to simplify the system and close the loopholes that allow companies to leave consumers without the basic information and advice they need.”