SAVVY CONSUMER: Learn to Complain Effectively!
Feb. 10, 2006 — -- The first secret to complaining effectively is to complain in the first place. Only about 4 percent of dissatisfied consumers bother.
The rest assume their complaints will go nowhere -- and so that self-fulfilling prophecy comes to pass. Studies show it's cheaper for a company to keep an existing customer than to attract a brand-new one. Use that statistic to your advantage.
When you have a problem with a product or service, first gather your evidence. Collect price tags, receipts, warranties, manuals. Photograph or videotape the product or evidence, if appropriate.
Next, adopt the right attitude. No matter how irate you are, set aside your anger. It's called acting! Be polite but firm. Avoid displays of temper, which will only get you labeled as a crank. People instinctively go on guard and resist your requests when you're overly aggressive. They may even say "no" just to spite you. The best approach is to say that you have a problem and ask for help. Most people have trouble turning away somebody who humbly asks for assistance.
Years ago, I wanted to exchange a defective portable stereo at the store rather than going through the manufacturer. I was in a mellow mood, so I pleasantly asked the sales guy whether that was possible. Even though the store had no obligation to help me because the exchange period was over, he did it. He explained that he helped me because I wasn't shrill and obnoxious like so many of his customers. (He caught me on a good day! And I learned a good lesson!)
I got lucky with that salesman, and that's where you should start too: at the bottom. Contrary to popular belief, "taking it straight to the top" is not always best. The company president will only hand your complaint to the customer-service department anyway. Corporations often establish complex complaint procedures to discourage casual gripers. Demonstrate your seriousness by going through the process.
As you proceed, keep a written record of whom you speak with, what they promise, and when. If possible, visit the business in person. It's harder for employees to dismiss somebody who's standing right in front of them. As you pass through each level of the hierarchy, thank the person, tell them you appreciate how helpful they've been (even if they haven't), and move on. The person at the next level is likely to consult with the underling you just dealt with, so leave a good impression.
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