News Details (Posted: September 26, 2007):

6 strategies for successful complaints

Full Description:

Whether the issue is a lumpy hotel bed or a fraudulent charge on your credit card, victory at the complaint counter hinges more on strategy than on the volume of your voice

Know what you want

Problem:

Marcia Siegal asked for a refund after purchasing a package of online classes. Instead of the educational sessions she thought she was buying, all she got for her money were useless sales pitches. The course came with an advertised 365-day money-back guarantee. Marcia asked for a refund in conjunction with the policy.

"The company took two weeks to respond to my first request," Siegal says.

After delaying the refund from March until May, it finally paid up, but only because Siegal wouldn't give up.

Strategy:

Siegal did the smart thing when she asked for a refund. Experts at complaint resolution say to always start with a clear idea of how you want the matter to be resolved.

Decide what you're after before you make a complaint. If you don't, the merchant is going to choose the resolution that's easiest and most profitable for him or her.

Next, read everything before you call or write, including the warranty. Remember that some companies print guarantees on the bills of sale or limit the guarantees in their advertising.

Get more flies with honey

Problem:

A big-box-store customer throws a temper tantrum, and the employee calls a manager. The customer vents on the manager and soon leaves the store without resolving the problem.

Tricia Taylor, the manager of The Breakers, an ultraluxurious Palm Beach, Fla., hotel, says her staff works hard to resolve issues as they occur. "We can work on it for you," she says.

It's an issue of self-preservation -- the hospitality industry relies on repeat business. Taylor expects her staff to react promptly and politely to guest complaints, but when a guest goes off on an employee, it's counterproductive.

"When (guests) are angry, they often can't hear what the service provider is trying to say," Taylor says. "They're not allowing us to help them if we can't get a word in edgewise."

Taylor has seen guests curse an employee in the lobby, then walk away without giving a room number or identifying themselves.

"I can't help you because I don't know who you are," she says.

Strategy:

Mary Levy, the director of consumer information and outreach for the Federal Citizen Information Center of the U.S. General Services Administration, says consumers should persevere but do so politely.

"If someone says, 'I can't help you,' then ask, 'What's the next step?' " Levy says.

Remember, the first person you encounter in your quest to right your wrong may not be empowered to fix the problem. Losing your temper in your initial contact with the company draws attention away from the issue itself. You want to find help, not be tuned out.

Play detective

Problem:

You know exactly what you want. You are cool, calm, collected and very determined. Now all you have to do is find someone who will take your complaint. Like the Bard of Avon said, there's the rub.

Brick-and-mortar companies usually handle complaints on the premises, but if a customer isn't satisfied with local resolution, he may have to ferret out the right person to talk to on his own.

Online-based companies are harder to deal with. Many have form e-mails or refer customers to FAQs (frequently asked questions) and user forums, where those with problems can discuss and work out issues themselves without involving the company. Others offer e-mail support or telephone technical support for a fee -- if you can find a phone number at all. Often there is no number on the Web page, or, if you find a number, it dumps you into a labyrinthine push-button phone-answering system.

If a consumer walks away feeling unloved and unappreciated, who can blame him? But despite the fences, there are ways to reach real people.

Strategy:

The first rule is not to let the company set the rules. Avoid the Web page and e-mail route. Instead, first try to speak to a human being. Yeah, we know. It's not talking to the human that's the problem -- it's finding one.

Here's how you do it: If the company does not have an advertised telephone number dedicated to handling customer-service issues, try running a general Web search for its telephone number, or check out these sources:

ComputerHope.com is a massive list of companies selling computers and computer-related products.

Paul English's database of company information gives you telephone numbers for top companies and shows you how to get a real, live human being on the phone.

Call a directory of toll-free numbers at 1-800-555-1212 and check for a company listing. For free directory assistance on a cell phone, call 1-800-GOOG-411.

See if the reference section of your local library has the information you're looking for.

Try the consumer-action Web site of the Federal Citizen Information Center.

Get it in writing

Problem:

When Matt Ortiz and his wife flew on a major airline from Denver to San Diego in June 2006, they didn't expect to be dressed down by a flight attendant.

That's what Ortiz says happened after his wife helped a passenger with a small infant dispose of a diaper. Because the diaper wouldn't fit into the tiny trash container in the restroom and the attendants were all occupied serving meals, his wife wrapped the soiled diaper securely and put it on the floor near the galley until she could flag an attendant.

Instead, Ortiz says one attendant tracked her down and publicly berated her. The Ortizes were horrified, but Matt Ortiz kept his wits and took notes, including names.

He outlined the incident and wrote to the airline's customer-relations unit.

"When I mailed my letter, I sent it certified mail," he says. He received an impersonal letter that read like a canned response and adds, "I haven't heard anything else since."

Strategy:

Though Ortiz's complaint remains unresolved, he's holding on to his file in case the matter is revisited. And though he's not satisfied with the carrier's response, he'll have the last laugh when he purchases his next airline ticket -- from a competitor.

The solution for this type of problem is to document everything and use this form as a guide when writing a complaint letter. Sure, it's a pain, but you should be keeping receipts and paperwork on your expenditures anyway.

So when you sense the beginning of a problem, make a file and keep records. Here's what you should note:

The date an item was purchased or an incident took place.

The financial details -- the cost and method of payment.

The sequence of events leading to your complaint.

The names and titles of everyone you contacted, what they said and when the conversations took place.

Copies of all documents relating to the situation, including receipts, guarantees and correspondence, including e-mail hard copies.

Any research you've compiled.

Don't rely on memory alone. Stay organized for the best potential outcome.

Talk to a honcho

Problem:

As she prepared to leave for a European vacation, one consumer purchased a few items of clothing from a popular Web site. She bought a little something extra to qualify for a promotional giveaway that offered a $25 credit toward her next purchase. The package with the promised discount card arrived the day before her trip, but the card carried an expiration date of the next day.

Because the discount was of no value to her, she called the company's customer-service center when she returned and was told she was out of luck. But this consumer was determined not to lose. At her request, she spoke to a supervisor, who told her the "rules" would not allow the company to extend the expiration date on the card.

Calmly and without losing her temper, the customer then demanded to speak with that person's supervisor.

Strategy:

Because she refused to be put off and patiently continued to work her way up the company ladder, she eventually found someone empowered to handle her problem and, as an appeasement for her inconvenience, the company replaced the worthless discount card with a $50 gift card.

It took nearly a month with many calls and e-mails, as well as promises to take the matter higher, but in the long run the customer prevailed.

Levy, of the Federal Citizen Information Center, says that if you don't get what you want from the first person you encounter, climb the corporate ladder. Search for company officers and aim high -- like the company's president.

If you don't see an e-mail address and want to drop the president a line, find the sales or media-relations departments, which generally list names and e-mail addresses. Use the e-mail formula you find there to contact the president.

If it's a publicly held company, search for the annual corporate report -- the one that goes to stockholders. Somewhere in that report you should find the names of officers and their contact information.

And if all else fails, write the president a letter and send it the old-fashioned way. You might be surprised at the results.

Don't give up

Problem:

When Dorinda Keeling and her husband stopped at their bank's ATM to withdraw $100 from their account, they were astonished when they received only $80. After checking the machine and the ground around it, they talked to bank officials, only to be told there was no mistake. But Keeling knew otherwise.

After bank officials dismissed the Keelings' problem, Dorinda aired her grievance online at Complaints.com and filed a complaint with the Better Business Bureau.

Strategy:

Eventually, the bank refunded the money but refused to admit there was an error.

"They stated they were returning my money on behalf of customer courtesy," Dorinda Keeling says. Though she appreciated the return of her money, what she really wanted was an apology.

Says Levy: Know your recourses. Remember, some outsource their customer service to other companies. In fact, the customer-service representative to whom you're speaking could be half a world away.

Ask for a supervisor, and, if you don't get satisfaction that way, ask for his or her supervisor. If it's appropriate, take the matter to a government agency. File a complaint with the Better Business Bureau. If the company belongs to a trade association, see if the association has a complaint process.

"Start at the base level," Levy says. "And be persistent. Don't just accept a 'Gee, I'm sorry, we can't help you.' "

This article was reported and written by Carole Moore for Bankrate.com.

Published Sept. 20, 2007