When things go wrong, make your gripe effective

Editor’s note: The Chronicle is partnering with Bay Area Consumers’ Checkbook magazine and Checkbook. org, a nonprofit consumer group with a mission to help consumers get the best service and lowest prices. Checkbook is supported by consumers and takes no

Most of us gripe about service headaches to family, friends, and coworkers, we seldom — studies show as few as one out of four of us actually complain to the company that dropped the ball. A lot of consumers remain silent because it seems like too much trouble to complain or they want to avoid a confrontation. Or they don’t want to be that person who complains just to complain. Others don’t complain because they think it won’t help — the warranty expired a week ago, so the store won’t do anything.

But, in Checkbook’s experience, telling a company — especially a reputable company — that things didn’t go well usually produces good results. The trick is to complain effectively, and to diligently follow up.

The first step is to make sure the company’s owner or manager knows you are dissatisfied. Even if the employees you dealt with know you’re unhappy, that information might not reach someone who has the authority — and cares enough about customer service — to put things right. If your gripe is with a large company, call to obtain an email address or phone number for the company’s CEO or president. Although the company’s top executive is unlikely to handle your complaint personally, his or her staff is likely to get it to someone in the

company who can help you — and is more likely to respond to a request that comes from the top.

If your complaint involves a product that you bought or was installed, contact the manufacturer. Even if your problem did not result from a manufacturing defect, the company may want to settle your claim rather than risk your ill will.

In any complaint, state the facts as you view them, why you feel entitled to relief, and how the company can make amends. Make your request reasonable. For example, don’t ask for a full refund on a home improvement project if four out of five tasks were performed correctly.

Be respectful. Complain in a firm but nonthreatening manner. No one responds well to hostility: If you are intemperate, an otherwise reasonable business owner might respond in kind — and what could have been a calm ( and quick) resolution escalates into a feud. Even if you believe you were intentionally cheated, don’t utter words like “crook,” “criminal,” “incompetent,” or worse. Harsh words rarely get positive results.

If complaining in writing, attach to your email, or enclose with your letter, copies of relevant documents such as contracts, invoices, receipts, and previous correspondence.

Another option is to post your complaint — and your desired resolution — on Facebook or Twitter, and tag the company. This forces the company to decide whether it wants to attract good or bad publicity from your dispute. While it’s not too risky to ignore complaints from one customer, many companies will respond to complaints broadcast to hundreds of other potential customers. Many companies, particularly national ones, have staff who monitor social media websites to resolve complaints quickly and show that the company is responsive to its customers.

Still no favorable resolution? Complain again. With large companies, ask that your case get “escalated” to the next manager on the corporate customer service food chain. Unfortunately, with some companies you might have to fight ( politely) through several layers of staff to reach a resolution.

For example, a Checkbook staff member had to complain to increasingly higherup staff at Alamo Rent a Car for nearly six months to get a refund for the $ 276 “special cleaning fee” it charged to vacuum kids’ crumbs from the backseat of a rental.

If the company won’t do the right thing, there are thirdparty programs that can help.

If you paid using a credit card, the federal Fair Credit Billing Act and the policies of credit card issuers provide enormous leverage by allowing you to withhold payment for goods and services you believe are defective or not delivered as promised. After you’ve tried unsuccessfully to resolve the matter with the service provider, contact your credit card bank to dispute the charge ( you usually can do this even if you’ve already paid the bill).

Once you’ve requested this chargeback, your credit card bank will place a hold on the disputed charge and investigate. The service provider can protest the chargeback, but sellers rarely successfully reverse chargebacks if the customer has returned ( or tried to return) the goods or can document the service defect.

Another option is to file a complaint with a government consumer agency. Your most broadreaching resource is the California Department of Consumer Affairs ( 8009525210), which has legal authority over many types of businesses. You can complain to the agency even if you’re not sure it has jurisdiction over your complaint: It will refer matters it can’t handle to the attorney general’s office, another state agency, or a federal agency. The matter might be resolved via phone or email, but the DCA may also perform inspections, gather evidence from third parties, do legal or technical research, or mediate the dispute. The Consumer Affairs staff might do more than resolve your complaint; they might get the merchant to agree to change business practices and provide relief to additional aggrieved consumers; or they might force the business to pay penalties.

In addition to government consumer agencies, you can seek help from a private agency, such as the Better Business Bureau, or from the watchdog department of a media outlet — for example, KGO’s 7 On Your Side ( 4159548151) or NBC Bay Area Responds ( 8889968477). Consumer Action ( 4157779635), a nonprofit San Francisco consumer advocacy group, is another great source for help.