How to complain to customer service and win

Mon, Aug 08, 2011 | AsiaOne

When something or a service you purchased did not satisfy you, what do you do? Complain to your friends, avoid going back to the same place or contact the company?

Guy Winch, a psychotherapist and author of The Squeaky Wheel, says many actually stop at just complaining to friends.

In his book, The Squeaky Wheel, Mr Winch illustrates a guide on how to complain effectively.

Here's how to complain to customer service and win:

1. Get your facts straight

Forbes.com reported that before you pick up the phone, make sure you know everything there is to know about the issue. This means reading the warranties, guarantees and the polices of the company in question.

Make sure you have all the necessary documents - receipts, bills, order forms or shipping numbers.

Decide what action you need from the company to make you happy. A refund, compensation, an upgrade or just an apology.

Prepare to take notes as you attempt to resolve the problem.

2. Clear your head

It is best that you keep a clear head and maintain your cool. Remind yourself that you want a solution to the problem which is best achieved when you are calm and determined.

Remember that the person who could help you is probably the customer service officer so try not to vent on him/her.

3. Start at the bottom

Start with a call to customer service. Tell the officer what you want clearly and dispassionately. It will be good to ask them if they have the authority to grant your request.

Use what Mr Winch calls a "complaint sandwich" - intersperse a protest between two compliments.

Speak in a cordial but confident tone of voice.

4. Go higher

If you're not happy, ask to escalate the call to a supervisor.

Again, explain what you want clearly. Don't be afraid to ask to escalate the call a second time.

According to Forbes, if the third call does not work, get the name and title of the person at the very top of the customer service pyramid.

5. Send a letter or e-mail

If you are not satisfied with the calls, write a letter/ email of complaint explaning what happened to date.

Send this up the chain of command straights to the head of customer service.

6. Reach out for help

If the company still does not respond or help out with your complaint, try bringing up your situation with the Consumer Association of Singapore.

7. Get online - go social

Many companies monitor social media for complaints or feedback. Perhaps a status update on Facebook or a tweet on Twitter would help get the company's attnetion.

Popular online forums are also other good places to highlight your situation.

8. Look for a champion

Local news websites and newspapers do special investigation features and will approach companies on your behalf if the situation is grave.

9. Get creative

When a man named Mike was unable to get a response from Cisco for a problem router he had bought, he wrote his complaint into a song and performed it, posting the result on YouTube.

Forbes reported that after 1,000 hits he heard from several people from Cisco, and had his problem resolved promptly, to his satisfaction.

View the video below:

10. The final step

If you are willing to spend a lot of money to resolve the issue, hire a lawyer.

dassa@sph.com.sg

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