Jane Hawkes, the ‘Queen of Customer Service’ who runs the consumer advice website www.ladyjaney.co.uk says repeated posting on social media puts your complaint at risk of being lost and puts you at risk of scams. Jane suggests we get off social media to be successful when *one* makes a complaint.

Complaints are the time to put your requests formally down in writing and ensure you have the evidence to back up what you’re saying.

I’m passionate about excellent customer service, and my 20 years’ experience from both sides of the counter means I know what works.

If you’re unhappy with goods and services purchased, then you have a right to make a complaint, and in the UK there is legislation to help you get what you are entitled to.

However, the key to success lies in your ability to do that effectively, and my experience of working with some of the biggest companies in the UK means my tips can help you succeed.

Be polite but persistent, and don’t be fobbed off: consumer rights are there for a reason, and it’s to ensure customers get what they paid for.

Here are my eight tips to get the result you want.

Keep emotion out of it.

When you’ve had a bad experience, it can be easy to become angry and emotional, but this can work against you when it comes to getting redress. Stick to the facts, stay calm and be clear and concise in the points you make.

This makes it easier for the company to understand exactly what the issue is and how the situation needs to be resolved.

Compile evidence to support your claim

Collate evidence to create a clear time frame of events covering telephone calls, emails, references and photos if applicable. Record what you agreed to, when, where and with whom. When you submit your complaint, have all this information to hand and make detailed notes during all conversations. Attach receipts and email conversations to make it swifter for the company to understand the problem and demonstrate the proof of purchase.

Ensure any official complaint is in writing

Any verbal complaint should be followed up in writing – but not on social media. Tagging companies in complaint posts clogs up their social media feed and risks your complaint getting lost in a flurry of notifications. It can also draw attention to fraudsters who can contact you with fake accounts.

Well-worded letters or emails are invaluable, as they could nip the issue firmly in the bud and save you a whole lot of time, money and stress in the process. But just as with social media posts, don’t send endless emails, as it will cause a backlog. A bit of patience, albeit difficult to do, can actually work wonders.

In the UK useful templates are available on trusted consumer websites such as Money Saving Expert and Which?

Summarise issue in bullet points

Summarise your complaint in bullet points at the end of your email or letter and state clearly what action you expect in order to be able to rectify the problem. If you outline the problem clearly and state what redress will be acceptable to you it offers a clear pathway for both parties. You should also state a time frame for an expected reply – but be reasonable.
Make it clear to the company what your actions will be should your complaint not be resolved within the set time frame.

Escalate issue to CEO level

If you do not receive a satisfactory response, then you can escalate your issue to a higher level. Contact details for CEOs of most major companies worldwide can easily be located online. Cc the CEO into email correspondence as appropriate to expedite a resolution from executive teams.

Large companies in particular will have teams who are there to handle complaints sent directly to them, and this can be a more effective way of resolving the issue.

Quote relevant legislation to support your complaint

You don’t need to be an expert to assert your legal rights; you just need access to the right information and the confidence to use it to fight your corner.

Under the Consumer Rights Act 2015, goods need to be fit for purpose, as described and of satisfactory quality and last a reasonable amount of time. It also stipulates that services should be carried out with reasonable care and skill.

Being aware of the legislation lets companies know that you have done your homework and won’t be fobbed off.

Use an alternative dispute resolution service

Alternative dispute resolution refers to ways to reach an agreement with a trader that doesn’t involve going to court. It could be in the form of mediation, whereby an independent third party assists both sides in coming to a mutually acceptable agreement, or arbitration, whereby an independent third party considers the facts and makes a judgement accordingly.

You should be able to find out if the company is a member of an alternative dispute resolution scheme by checking their website or T’s and C’s. Alternatively, just ask the company in question if they are part of an ADR scheme.

Be persistent and don’t be fobbed off

Companies rely on customers falling at the first hurdle with the first ‘no.’ If you are entitled to a refund or redress for poor customer service, then stand your ground. The way to win is to play hardball and show you mean business.

Follow up on your complaint at regular intervals until it is resolved to your full satisfaction. Persistence beats resistance; if you are entitled to it, fight for it.