Friday, 13 December 2013

What’s happened to ‘Which?’

Several years ago, my husband decided to take out a subscription to ‘Which?’ magazine, as at that time it published some good product reviews relative to our lifestyle.

Out of my league
However, recent editions of the magazine have wandered off the point somewhat, reviewing products including £1000 coffee grinders as opposed to items such as £75 vacuum cleaners.

Indeed many of the products reviewed appear more geared towards those with a very affluent lifestyle as opposed to us mere mortals trying to scrape together an honest wage. You are far more likely to read about products by Miele and Smeg, than Beko and Bosch, despite these brands offering appliances that perform well. It seems us ordinary folk are no longer the ‘Which?’ target audience.

The one exception to this rule is their amazing verdict that Aldi is the best supermarket. Are they kidding? All the branches I have ever tried have been poorly laid out, offered limited product choice and were staffed by some very unhelpful individuals. To me Aldi is bottom of the supermarket scale.

Accordingly, hubby decided to cancel his membership to ‘Which?’ – a process that actually deserves a review all of its own.
Simple but serviceable

Prior to ringing the subscriptions department, he had cancelled membership with another company, a process that had taken approximately one minute. The ‘Which?’ operator had other ideas, however.

The conversation lasted for over 10 minutes during which time various incentives (none of any use) were offered to continue with the subscription, numerous questions were asked (and opinions given) and a large amount of ‘sales speak’ was employed.

By the end of the conversation my husband had indeed managed to cancel his subscription, but was left looking rather shell-shocked, feeling that he had just undergone some rigorous debriefing session.

So my Shoppers’ Joy award for the most harrowing ‘end of subscription’ experience goes to ‘Which?’ magazine. Well, it’s about time the reviewers were reviewed.

Follow me on Twitter @shoppersjoy

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