Throughout the years, what has become screamingly obvious is how so many of us are constantly frustrated with either the service we receive, or don’t as is so often the case, and the poor quality of products.

Businesses appear to have set up their procedures and policies for effective internal operations and efficiencies, but have little consideration on how their practices affect their consumer. The level of dissatisfaction from consumers continues to be extraordinarily high, with the majority complaining about poor human performance in the areas of communication, inadequate skill, complaint handling, broken promises and “blown-out” time frames.

We tend to wait hours, sometimes days for trades people to turn up; rearrange our lives for delivery companies and wait patiently by the phone for various services to phone us back. Steaks come to our tables burnt to a cinder, when they were requested to be “medium rare”, our cars cough and splutter after their service for whatever reason; and the black sweater after one wash turns blue. So, what do we do? Should we complain? What good will it do? Can we be bothered?  Are we worried about causing a fuss?

There are a couple of key points about complaining. Firstly, the process needs to be relabelled as “informing” rather than “complaining”. Generally speaking complaining is seen as a practice whereby your tone should whine; and your voice must be raised and you have to be aggressive and insulting to ensure the whole process will be uncomfortable and embarrassing for all involved.

Interestingly, this doesn’t have to be the case at all. In fact, how you complain will determine the outcome; and it’s critical that some thought is given to what you want to achieve as the consumer and also positioning the complaint so that the organisation sees the benefit of hearing the complaint.

Companies are unable to fix anything unless they are made aware that something is broken. If told of a problem, this gives the business an opportunity to review its own practices to ensure that the error doesn’t reoccur.  People respond well to those they can relate to, that are calm, polite and can articulate the problem clearly. Being aggressive, insulting or threatening won’t get you anywhere; nor will doing or saying nothing at all.

Here are a few tips:
•    Identify the problem (time frame delay, faulty product, poor service, incorrect product)
•    How is the situation/product different from what you had asked for, paid for or expected?
•    Have an idea in your mind what outcome you want, ie refund, replacement product, compensation.  Make sure it’s reasonable, fair and related to the matter in hand
•    What is the best method to communicate this problem, ie person to person, by phone or in writing?
•    Who should the complaint be directed to?
•    Consider how you would frame the complaint so the organisation appreciates your feedback and can use that information to better its future service or product.

There are cultures that never complain and some that always do, it’s all habitual and part of group attitude or what is perceived as the social norm. Complacency is a major problem and if consumers became more concerned and vocalised in their satisfaction or dissatisfaction, then “informing” would become the norm, not the exception. The more we buy and less we say, gives a message to the market place that what is currently on offer is acceptable and consumers are satisfied.

Finally, if you are the supplier or the organisation, then you should invite your consumers to have their say and see their comments as an opportunity to build superior products and services. Let’s face it, how many of us go to a restaurant and are appalled by the poor service or dreadful food? No one says anything, so nothing changes; we just never go back there. The consumer loses a potentially great dining venue and the owner loses business. This philosophy is evident across all industries and we have a responsibility as consumers to breed a culture that is concerned with not only our needs and wants, but assist organisations in their quest to providing their consumers with quality service and product excellence.

Jodie Armore-White (www.armore.co.uk) is based in Sydney, Australia, and the UK and has more than 20 years’ business experience. She works in various consumer related arenas as conference speaker for, media presenter, corporate trainer and coach.

Copyright 2008 Plato’s People Ltd.