We Brits have an international reputation for moaning about defective goods and second-rate service.
We prefer a good whinge rather than complaining to whoever is responsible. But it seems this may finally be about to change. Recent research confirms the worm is on the turn, and poor customer service is beginning to set our world-renowned stiff upper lips a quiver.
Perhaps the trigger point has been the experience of listening to hours of recorded muzak when dialling into call centre queues to complain, or waiting for a reply to a strongly worded e-mail that has simply vanished into cyberspace.
The emerging complaint culture mirrors a growing intolerance to commercial complaint handling systems and call centres that leave consumers frustrated, fuming, and dissatisfied.
While technology enables companies to improve the way they record complaints, most of them are still trying to deflect negative feedback instead of using it to improve how they operate.
It's not the cause of the complaint that angers customers, but the feeling of being blanked or ignored. Surveys by Consumer Direct, the government's consumer helpline, finger telecom firms, internet providers, banks, insurers, and the utility companies as the worst offenders.

Complaining pays…

Consumer Direct advisers answered more than 1.5 million calls and e-mails from consumers in 2007, and logged nearly 820,000 complaints on its database – up 18 per cent from the previous year.
Spokesman Frank Shepherd said this was a welcome trend, and refutes the suggestion that complaining is a waste of time and not worth the hassle. He said:
'We know from our survey that over half (52 per cent) of the people who contacted us last year successfully resolved their complaint. In the process they saved more than £100 per person through refunds, repairs, and replacements, with nine per saving more than £1,000.
'We guide people as to whether they're likely to have rights and how they can go about trying to resolve their problems.
'Our view is that consumers who are empowered with knowledge about their rights can often get a satisfactory result if they complain.'

Streetwise has put together the following guide to your rights, and how a little know-how can significantly increase the chance of making a successful complaint.

Knowledge is power:

Under the Sale of Goods Act 1979 any goods you buy must:

• fit the description given to them on the box or packaging.


• be of satisfactory quality, that is safe, free from defects, and last for a reasonable time.


• fit for their purpose – for example waterproof boots should not leak.

If these rules are broken the retailer is legally obliged to sort out the problem. You have a right to:

• Choose a repair, replacement, partial or full refund or compensation if a fault appears within six years, and it is reasonable for the goods to last that long.

And… under the Supply of Goods and Services Act 1982, (1) tradesmen who provide services like plumbing, decorating, building work, or washing machine repairs, must do the job with reasonable skill, in a reasonable time, and at a reasonable price.

Ten steps to ensure your complaint hits home.

Whether you write, e-mail, phone, or complain in person, there is a well-worn formula to make your complaint effective and stand out from the rest:

Stay calm, even if you are angry.

• Be assertive without being aggressive. Keep your cool. Be clear about what you want while remaining polite.


• Stick to the facts – don't exaggerate.


• Keep your complaint simple and to the point – if writing use bullet points. Say where and when you bought the item – or when the service was done – and how much it cost.


• Back up your claim in writing wherever possible, and send it by recorded delivery.


• Keep records: this includes copies of all receipts, letters, e-mails and notes from phone conversations. Never send original documents – always send photocopies.


• Complaining in person can be more effective: ask to speak to the person in charge and discuss the matter. Remember, there is no point throwing all your toys out of the pram, especially if the person is not in a position to authorise a refund.


• If you complain on the phone, make sure you keep records of whom you spoke to, when the call took place and what was said. Always follow up your call with a letter.


• If it is more than six months since you bought a faulty product consider getting an expert's opinion or second opinion to back up your complaint. You may have to pay for this, but it can be useful if you do need to take legal action.


• Don't be put off. If you don't get anywhere the first time you complain, contact them again and ask what action they are proposing to take. Be persistent, don't take no for an answer

.

If all else fails go to the top. Under the Business Names Act 1985 (amended by The Companies Act 2006 from October), most retailers are obliged to display the name and address of the head office where complaints or legal papers can be served. Write to the company secretary at this address with your complaint and make a point of saying that if you don't receive a prompt reply you may have to consider legal action.

And if all else fails…

• Tell Streetwise. We have a proven record of helping readers with their problems.


• Try a name and shame website. Pop the business name into Google and tell the world of your bad experience. Be careful though, don't get carried away. If anything you say is defamatory, you could wind up in court.


• Post your complaint on forums and websites such as YouTube. Exasperated consumers claim it works wonders.


• Go to court. If your claim is for £5,000 or under, use the small claims track in the County Court. It's a relatively simple process, you don't need a legal eagle, and you can even file the paperwork online. But always take advice from the Citizens' Advice Bureau or an expert at Consumer Direct, Which? Legal Service, or the Community Legal Advice Service, before you take the plunge.

See below for sample letters of complaint