Creative complaint strategies.

Letters aren't the only way to express your dismay

Elizabeth Henderson-Jackson purchased a new automobile that nearly drove her crazy. "Over an eight-year period, I returned the car to the dealer approximately 20 times, wrote letters, and called the manufacturer, but the car continued to stall," says Henderson-Jackson. During this ordeal, she heard an advertisement on the radio about the lemon law. "I contacted the law offices of Taylor and Hodges. In August 1995, they filed a complaint and in May 1996, the manufacturer settled and agreed to refund the original purchase price, compensate me for legal fees, and allow me to keep the car. Within 30 days the check was in my hand! The car was in excellent condition otherwise, and it had extremely low miles," she concludes.

Fortunately, Henderson-Jackson's purchase problems were resolved to her satisfaction. However, the vast majority of unsatisfied consumers do not file or delay filing complaints--thus their concerns remain unresolved.

According to John and Mariah Bear, authors of Complaint Letters for Busy People (Career Press, $16.99), consumers "[feel complaining is] too time consuming, believe that nothing will come of it, do not know how or where to complain, or believe the amount is too small or the issue too trivial."

But no matter how small your concern, the Bears advise that you "do something, anything, because studies indicate that 90% to 95% of people never seek satisfaction." Besides, expressing your dissatisfaction doesn't have to be a time-consuming process. Although writing a letter is one method of expressing your concerns, there are other options. Here are a few creative ways to voice your dissatisfaction:

* Click and complain. One Website, www.angryconsumer.com, allows you to view complaints filed by other consumers, glimpse consumer warnings, and obtain consumer reports. Another one, www.netcheck.com, forwards complaints to the problem organization and offers a membership program that allows consumers to receive discounted merchandise and services. For a fast yet effortless way to send a complaint, surf over to www.planetfeedback.com. This site helps you write a letter, delivers your correspondence to the right person, forwards copies to others, tracks the follow-up process, and records your results.

* Exercise your rights as a shareholder. If you own stock in a company, you can vote on various issues and voice your concerns on the boardroom floor. If you, or your group, own at least $1,000 worth of company stock, you can also submit a resolution or proposal for the board to consider.

* Complain in numbers. Your letter alone may go unread, but a slew of correspondence expressing similar complaints may get noticed. "Get everyone to write a letter," say the Bears. Furthermore, "these letters should not be form letters and should be submitted as a group," they add.

* Take it to the top. "The president may not respond personally, but it's more likely that someone will respond," advises Howard Shapiro, spokesperson for the FTC. If you're not getting results from the customer service department, don't be afraid to ask for the CEO or chairman of the board--especially if you team up with other unsatisfied customers.

* Go public. This can be expensive, but consumers can purchase advertisement space on television, cable, and radio stations, or in newspapers or magazines for greater visibility. Contact the advertising department at the desired organization for details. Also, contact the local media to find out if they have a "consumer watchdog" segment that highlights customer complaints.

* Connect with organizations that protect consumer interest. For starters, try the Federal Information Center (800-688-9889; www.pueblo.gsa.gov), the Consumer Information Center (916-445-1254; www.dca.ca.gov/cic), or the Federal Trade Commission (www.ftc.gov). They provide consumer tips and resources for complaint resolution. Also, visit www.consumerworld.com, which offers consumers valuable information, such as product warnings, product reviews, and links to resources to assist dissatisfied customers. In addition, consult the Yellow Pages for your local Better Business Bureau, Consumer Affairs, or attorney general's office. Consumers can expect these organizations to investigate and mediate the resolution process.

* Practice savvy consumerism. Of course the best way to avoid dissatisfaction after a purchase is to practice smart shopping habits from the start. Find out whether a company has a complaint lodged against it by checking with the Better Business Bureau (www.bbb.gov) and make sure you read the fine print before signing any deal.

Should you still need to complain, Shapiro says consumers should "be direct, firm, and persistent."