There’s much to complain about in modern life, whether it’s flights that depart hours late, deliveries that don’t show up, or repair services that fail to repair. Even if consumers do their homework before making a purchase or contracting for a service, things can go wrong.
Although most of us sound off about these lousy experiences to family and friends, few of us — studies indicate it’s about one in four — complain to the companies that did us wrong. Many consumers remain silent because complaining seems like a hassle, or they want to avoid confrontation. Others don’t complain because they think it won’t help. But if you do it right, telling a company — especially a reputable one — that things didn’t go well can often yield good results. Here’s how to do complain effectively.
Go to the top
Try to let the company’s owner or a manager know you are dissatisfied. With a large business, start with the customer service team. If that doesn’t work, get the email address or phone number for the company’s CEO or president. Although the top brass probably won’t handle your complaint personally, their staff probably will give it to someone who can help — and who is likely to respond to a request from the top.
If your gripe involves a product that you bought or had installed, contact the manufacturer. You might get satisfaction via a free warranty repair. Even if your problem wasn’t due to a manufacturing defect, the company may want to settle your claim rather than risk your ill will.
Succinctly explain your problem
Complain in writing, stating the facts as you view them, why you feel entitled to recourse, and how the company can make amends. Keep your request short and reasonable. For example, don’t ask for a full refund on a home improvement project if four out of five tasks were performed correctly.
Be firm but polite
Use firm language but avoid threats. Even if you believe you were cheated intentionally, don’t use words like “crook,” “criminal,” or “incompetent.” Even when consumers clearly are in the right, if they speak rudely or unreasonably, business owners often respond in kind — and what could have been a calm (and quick) resolution escalates into a feud.
Charly Rok, a New York marketing executive, recently stayed in a hotel where the hot water stopped working. Though she told the front desk, the problem wasn’t fixed quickly enough for her to shower before a big meeting. Later, she asked to speak to a manager. “I was complimentary of the hotel and the staff and then shared that there was no hot water on the last day of my visit,” Rok said. “The manager apologized, sympathized, and added points to my loyalty program equivalent to a single night stay. I thought the solution was completely fair.”
Document it
When complaining in writing, provide copies of relevant documents such as contracts, invoices, receipts and previous correspondence. Photos — a snapshot of the headboard that arrived damaged or a close-up of a poorly done paint job — can help explain why you’re unhappy.
Take to social media
Another option is to post your complaint — and your desired resolution — on social media sites and tag the business. This forces the company to decide whether it wants to attract good or bad publicity from your dispute. Many companies have staff who monitor social media to resolve complaints quickly and show how responsive they are to customers.
“When my internet was mysteriously out for two days, I couldn’t get through to the provider’s customer service,” said Lawrence Luk, a photographer in the San Francisco Bay Area. “So I made an Instagram story and tagged them and heard back in a few minutes. Not only did the company give me a discount that month, they explained what was happening. It gave me peace of mind.”
Keep trying
Still no favorable resolution? Complain again. With large companies, ask for your case to be “escalated” to the next manager on the corporate customer service food chain. Unfortunately, you might have to fight (politely!) through several layers of staff to reach a resolution.
It once took me six months of complaining to get a car rental company to refund a $250 cleaning fee for a vehicle I returned. (The manager there decided my kids left behind too many crumbs.) Did I have better things to do than call the company a dozen times? I sure did. But I eventually got my money back.
Dispute the charge with your credit card company
Checkbook recommends paying with credit cards. That’s because the federal Fair Credit Billing Act and the policies of credit card issuers provide enormous leverage by allowing you to withhold payment for goods and services you believe are defective or not delivered as promised.
After you’ve tried unsuccessfully to resolve the matter with the service provider, contact your credit card company to dispute the charge (you usually can do this even after you’ve paid the bill). Once you’ve requested this “chargeback,” your credit card company will place a hold on the charge and investigate. The service provider can protest the chargeback, but sellers rarely successfully reverse chargebacks if the customer has returned (or tried to return) the goods or can document the service defect.
Ask a local government agency for help
Consumer protection offices have legal authority over many types of businesses. In the District, contact the Office of Attorney General’s Office of Consumer Protection; in Anne Arundel and Prince George’s counties, contact the Consumer Protection Division of the Office of the Maryland Attorney General; in Howard County, contact its Office of Consumer Protection; in Montgomery County, Maryland, contact its Office of Consumer Protection; in Alexandria and in Arlington, Loudoun and Prince William counties, contact the Division of Consumer Protection of the Virginia Department of Agriculture and Consumer Services; and in Fairfax County, contact its Consumer Affairs branch.
The matter might be resolved via phone or email, but these offices may also perform inspections, gather evidence from third parties, do legal or technical research, or mediate the dispute. Staff might go beyond resolving your complaint; they might get the merchant to agree to change business practices and/or provide relief to additional aggrieved consumers; or they might force the business to pay penalties.
Ask a private agency to step in
In addition to government consumer agencies, you can seek help from a private agency, such as the Better Business Bureau or Call for Action. But government agencies can conduct formal investigations and use law enforcement tools such as subpoena power to obtain the facts that will help them negotiate a settlement on your behalf. And government consumer offices can pursue legal action if evidence shows the merchant has violated the law.
Take the business or contractor to small claims court
Most courts have advisers to help you prepare your case. Unfortunately, the fine print of many contracts and the terms and conditions of most online businesses now include a prohibition on lawsuits; instead, you’ll have to seek restitution via the company’s arbitration program, which is often an onerous process.
Kevin Brasler is executive editor of Washington Consumers’ Checkbook and Checkbook.org, a nonprofit organization with a mission to help consumers get the best service and lowest prices. It is supported by consumers and takes no money from the service providers it evaluates. You can access Checkbook’s ratings and advice free of charge until April 25 at Checkbook.org/WashingtonPost/results.
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