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Recently, Joanne traveled by air with her baby and her three-year-old. She was quite upset that passengers with children were not invited to board first. She became further distressed when none of the attendants offered to help her stow her luggage in the crowded airplane, and she ended up hefting the bags while juggling the baby. The flight attendant was standing right there when her son was talking about apple juice, but did not give him any.
After this trip, Joanne told just about anyone who would listen how awful it was and how she would not fly with this airline again. She told her family; she told her friends; and she told her neighbors. The entities she didn't tell were the one most likely to help her: the airline and its employees.
Companies like it when things work out for the best the first time around. It saves them headaches. More importantly, it can save their reputation. But they can't change if they don't get the opportunity.
Let's take Joanne's example again. At every turn, she waited for someone to offer to help, instead of asking for help. Even in the case of her son's apple juice, she waited for the attendant to respond to his request, instead of making the request herself. After all, she's the adult. In other words, she did not give the company the opportunity to change their behavior at the time it would have been most advantageous to her.
Nor did she make any complaints to the company after the fact. She missed a valuable opportunity to change a policy that affected her, the pre-boarding policy. She also missed the opportunity to get the airline to make amends, which they often do via upgrade coupons or drink certificates.
Think this only applies to airlines? Think again. Effective complaining applies to service industries, shipping, restaurants, shopping, and much more. Here are some simple guidelines:
* If applicable, ask for help in the heat of the moment. Joanne could have asked for permission to board instead of waiting to be called.
* Criticize when the criticism still makes sense. For example, if your steak is served too rare, don't eat three-quarters of it before pointing it out to the cook.
* Criticize both by voice and in writing. Outline your points first. You don't want to lose track of them in the midst of discussion. Talk to appropriate personnel in person or by phone. Follow up your complaints with a letter that both reiterates your points and recaps your discussion. Be sure to include a description of any compensation the company offered.
* Go as far up the authority ladder as you can with your complaint. Ask to speak with supervisors and managers. Ask to what department or division the person to whom you're speaking belongs.
* Take notes on with whom you speak and their contact info. Be prepared to repeat yourself (patiently), especially if working your way up to a report-to chain. If a manager delegates the responsibility of an issue to one of his employees, hang onto that manager's contact info.
* Consider recording conversations and phone calls. Always ask permission to do so.
* Be firm, not strident or abuse. You are talking to people. Most don't respond well to being yelled at. The point of your conversation is results, not venting. If all you wanted was venting, you could continue telling stories to your neighbors.
* State your expectations, and how you arrived at them. You can use documentation, such as an advertisement which was not fulfilled. You can also describe your expectations in terms of reasonable behavior.
* State how your expectations were not met. Don't embellish. Be clear and unambiguous.
* Put it to them in monetary terms. Describe how this affects your use of the business, your friends use of the business. Let them know your word of mouth powers when you encounter both the good and the bad. Joanna could have told the airline she has a large family that travels often for visits, including an upcoming family reunion, with more than a hundred people traveling to one site. Or the community concerns newsletter her church publishes which includes consumer reviews.
* If no recompense is offered, state what you believe will be a fair compensation. Do not be shy or ashamed. Do not be demanding or aggressive.
* Thank individuals for their efforts on your behalf. Remember that you're thanking individuals, not the business.
* Whether the end result of your complaint is good or bad, spread the word. Find another audience for your complaints. Consider consumer forums and publications. Definitely contact the better business bureau or any oversight industries for an agency.
* Follow through. If the company or business does not respond appropriately, is rude, contradictory, or treats you unfairly, tell them you're not going to go back--and then don't.
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