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August 15, 2019

How to Complain to Get Good Customer Service

Having been in retail services for more than twenty years and having been on the business end of customer service, I can say unequivocally that customers know how to complain, but few know how to complain effectively. Whether you are truly wronged by a business or you are just trying to resolve a simple problem, how you approach a customer service representative is critical to getting satisfaction. Approach them wrong and you probably won’t get what you want. Approach them right, take the proper steps, and virtually any customer service problem, no matter how outlandish, is resolvable. Knowing how to complain is the key.

A Story

I’m not sure I’m going to remember the exact details of how this went, but rest assured the basic details are true and accurate. I flew to Houston using a “buddy pass”, which meant that if one person bought a ticket, the second person flew for free. I flew down with my buddy, but he didn’t fly back. When I went to the airport, I discovered that I had the buddy part of the ticket, so because my buddy wasn’t flying back, I couldn’t use my ticket and was asked to buy a full-priced, one-way ticket back home, which was extremely expensive. Needless to say, I was infuriated.

What would you do?

In my experience, most people, presented with my situation, completely lose their cool. They yell and scream. They become irrational. They use profanity. They become loud and aggressive with the first customer representative with whom they come into contact. To be honest, occasionally that kind of behavior can work, but most times it does not. Because I was minutes from take-off, I didn’t have much time to resolve this.

What did happen?

Standing there, minutes from take-off (this was before 9/11), there wasn’t a lot I could do. The airline representative insisted I buy a $400, one-way ticket. Fortunately, I did not yell or throw a tantrum. I politely, if a little exasperatedly, explained my situation, and asked for some understanding and some options. Eventually, the airline person realized that he could cancel my portion of the ticket and apply a cancellation fee of $50, thereby selling me a ticket for $50. I took this deal and dashed off to the gate. When I returned home, I sat down and wrote a letter to the President of the airline explaining, politely but firmly, my dissatisfaction. I said that the entire episode was unacceptable and that I would never fly that airline again. Several weeks later, I received a letter from the President’s secretary apologizing and refunding my $50.

Polite persistence almost always pays off

The key to most customer service interactions is polite persistence. Of course, generally you have to be justified in your argument, but in most cases, you can get what you want. In fact, polite persistence can produce results in most facets of life. Here are the things to remember when it comes to resolving customer service disputes.

  • Always be kind and calm – Screaming and yelling gives a business the right and sometimes motivation to throw you out or call the police or to see you as a threat. Your bad behavior justifies a response. If you don’t give a business a reason to treat you poorly, they usually won’t. In many cases, they can’t. Don’t be mean or harassing.
  • Front-line customer service representatives are not empowered to make decisions – Always remember that the first person you speak to, the front-line customer service representative in most businesses, is rarely empowered to make a decision. In fact, it is most often their job to follow policy. Arguing with them is pointless because they’re trained to follow policy. You can explain your situation to them and ask them to do something, but if your request falls outside of business policy, you are going to have to speak with somebody else.
  • Always ask to speak to a manager – When asking to speak to a manager, you should do it smartly. You can simply skip the front-line person and ask nicely to speak to a manager first. Remember, it irritates most people when you go over their heads, so be careful. Another useful approach is to explain your situation to the front-line person and actually ask them if they think talking to a manager would be useful. It puts them in your position. When people who work in retail are on the other side of a customer service complaint, they will always ask to speak to a manager because they know it’s more likely to get them what they want

Another (brief) story – I bought a television. About a month later, they came out with a coupon for $200 off that television. Since they had a 90-day return policy, I figured they would give me a credit for $200 since I couldn’t imagine they wanted me to bring in my old television and get a new one of the exact same model. However, that’s exactly what they wanted me to do. So, I asked to speak to a manager, who reiterated the policy. I calmly and politely explained to her how this didn’t make any sense. Wouldn’t it make more sense to save everyone the time and hassle of dealing with the unboxed, used television and just credit me $200? Eventually, with polite persistence, she saw the logic of this, and gave me the credit.

  • Know what businesses fear from unhappy customers – Every manager in retail understands some version of this axiom: a happy customer will tell one other person about their experience. An unhappy customer will tell ten. Tell a manager in any business that you are going to make it your personal mission to make sure every person you know understands the bad experience you had and they’re likely to give you whatever you want. Generally, it’s smart to be subtle about saying it, but the basic concept works in most forms. Part of my letter to the airline mentioned above involved me saying I was going to tell all my friends about it and send a letter to the editor of my local newspaper urging people to avoid their airline. That’s a lot of bad publicity that’s worth a fair amount of money to stop.
  • Recognize when you’ve pushed too far – You can be as reasonable, calm, logical, and correct as anybody, but sometimes employees are either not empowered to help you, don’t want to help you, or have simply reached their breaking point that particular day. You have to recognize when no means no, at which point you calmly thank them for their time, and explain what you’re going to do next, which is…
  • Write a letter or email to the top of the ladder – This is sort of a last resort because let’s face it, there are going to be times when you are not going to get what you want. But if your complaint is reasonable (and gauge it with friends and family), end by writing a letter or sending an email to the president or CEO of the company – whoever is at or very near the top. Explain your situation. Tell them what you need to resolve it. Finally, explain what you will do if it isn’t resolved. You will never do business with them again. You will tell everyone you know about your bad experience. You will write letters to newspapers. You will blog about your experience. If you’re really feeling upset, you can include the line: “I will make it my personal mission to make sure as many people on the face of this earth know what happened and that your business treated me unfairly.” In fact, you can use that axiom I mentioned above in your letter: “I’m sure you’re familiar with the data that suggests that a happy customer will tell one person while an unhappy customer will tell five. Well, I plan to tell about fifty.” Generally-speaking, those at the top of the business ladder see the big picture. They understand it’s easier and cheaper to make you happy than to hold firm and make you unhappy. Ultimately though, make sure your complaint warrants this move. Not every complaint does.

Some notes from the business side: In my experience as a customer service representative, I’m much more inclined to make sure my reasonable customers are made happy than my unreasonable ones. If your claim is unreasonable, then I’m going to say so and try to explain why. Unfortunately, many people today are entirely unreasonable to begin with, so this can be frustrating. If you’re going to be persistent, try to be fairly sure your claim is reasonable. If it is, you’ll almost always get what you want. Also, I am infinitely more likely to give a customer what he or she wants if that customer is a regular customer – somebody who spends money in my place of business often. In fact, I will give a good customer what they want almost immediately because I understand the value of their business. Make this point to a manager (“I spend over one thousand dollars here last year…”) and you’ll almost always get what you want.


Marcela Lum is a writer in essay writing service. Before starting a writing career, Marcela has been working as a marketing manager in a technology company. All her time she is looking for new ideas for writing.