Ten Rules of Effective Complaining

“Are you someone who meekly nods ‘fine’ when the waiter asks how everything is, even if the soup was cold, the fish overcooked and the wine outrageously priced?”

So begins an article in a Preventive Law Series distributed by the National Resource Center for Consumers of Legal Services, a public policy group in Virginia.

The article offers 10 common sense rules for complainers, which we reprint here, in abbreviated form, courtesy of the center. Remember, tepid soup is one thing, but faulty brake repair or dishonest merchants are quite another. Effective complaining can work. Effective complainers are those, according to the center, who:

1. Assume sellers want feedback. Smart sellers want to hear from their customer. Studies show that people who complain are more loyal than those who don’t. Even customers whose complaints are not satisfactorily resolved are more likely to buy again than those with an unvoiced complaint.

2. Express themselves clearly and politely. Some people get so upset before voicing a complaint that they don’t communicate well. Calling something a piece of junk may be satisfying, but it doesn’t tell the seller much. Being polite makes people more willing to help.

3. State the real problem. You’re more likely to complain about the food if the waiter is obnoxious. Was the problem really what the plumber charged, or was it that he didn’t clean up when finished? You mislead the seller if you don’t decide what the real problem is.

4. Decide what they want. “What can I do for you?” is often the first thing a complaint handler asks. Always decide what you want: an exchange, a refund, repair under warranty, a personal reprimand, whatever. If all you want to do is vent some anger, that’s fine. Just realize it and tell the seller he just needs to listen.

5. Assemble evidence. Effective complainers save their receipts and packaging, record serial numbers and know with whom they’ve spoken, and when. They keep originals and mail copies.

6. Approach the right person. Many people complain to a government agency or write to the company president before contacting the seller or his supervisor. It seldom pays to go “straight to the top” with a complaint.

7. Are persistent. Most companies try to resolve complaints, but a few drag things out deliberately or lose track of them. So, be persistent, patient and reasonable.

8. Use the right medium. Phone calls, letters and visits all have advantages and disadvantages. Effective complainers calculate whether the precision and permanence of a letter are more important than the speed and informality of a telephone call. A combination of methods is often needed.

9. Stay emotionally detached. It’s natural to feel angry at being cheated, frustrated at being ignored or humiliated at being rejected, but it’s helpful to control those feelings as you work for redress. What’s at issue is the product or service, and perhaps the seller’s reputation, not your judgment, worth or competence.

10. Know when to get allies. Few complaints require a lawyer, a government agency or the Better Business Bureau. Effective complainers know when outside help is useful. Having a lawyer call or write on your behalf can be very effective if enough money is involved. With a legal services plan, a little help from your lawyer may not cost anything.

You can write to the National Resource Center for Consumers of Legal Service at P.O. Box 340, Gloucester, Va. 23061