Habits of an effective complainer – Tips 4, 5 & 6

Techniques to improve your complaining skills!

If you are not used to complaining, don’t like complaining, get fobbed off easily, but don’t like being out of pocket there are things you can do to help you improve your technique. New book out in December!

But in the meantime here are another three tips to start you off!

border shapes how to improve your complaining habits

4)   Always write wherever possible

Unless urgent and essential, always write. On the phone it’s easier to be fobbed off, cut off and you don’t have a record should you need to take the matter further. See Why you should write not ‘phone to complain effectively.

There are numerous examples of how people have been caught out phoning, which wastes time and provides no evidence. Here’s an example from my blog: Jane commented that her 99-year-old disabled father had received 3 packages from a company containing cheap plastic models of cars. After the first package arrived she telephoned the company and, after a 25 minute wait on an automated call at 7p per minute, she spoke with someone who maintained her dad had telephoned them, ordered the ‘free’ first model and given them his bank card details. There is debate over this because there is no record. The woman agreed to put a stop on his ‘account’ so that “no further models would be sent out if he telephones us again” and she said he could keep the model without charge. Just a few weeks later another package arrived addressed to her father with an invoice and a different customer number. A couple of weeks later a third package arrived, with another invoice. She could not get through on the phone. Had this been dealt with initially in writing the further issues would not have arisen and even if they had she would have had a track record of evidence to show that the items should not have been delivered.

5)   Know your legal rights!

This is crucial. Get into the habit of finding them and using them. So many companies will try and fob you off but if you know your consumer rights it will be much more difficult for them! There are lots of consumer laws and regulations that can help with goods, services, holidays, flights, telecoms, energy etc. See All the laws and regulations you need to make a complaint about almost anything.

All my complaint letters get redress and nearly all of them mention the law in some way or another!

6)   Be realistic

When complaining you need to be reasonable in your requests. Demanding an amount way over what you are legally entitled to is likely to get short shrift from the company, and rightly so.

Quite often people will ask me if they should ask for more money, as compensation. It can be a difficult one because sometimes businesses will offer what they think they can get away with. But a good example would be the consumer who posted on my blog saying that she had been offered 50% refund for a washing machine that was unrepairable but had lasted 3 years. (The company is allowed to deduct an amount for use). I advised that this was reasonable.

Under the Consumer Rights Act 2015 you are entitled to items that last a reasonable length of time. If you search the Internet you will find reports that vary on this. For example, Which? states 6 years. But a court would also take into account the use. So if you had used it every day twice a day for three years this could be deemed as more than average use. You can take a company to court within 6 years from the date of purchase (this does not mean items should last 6 years). All things considered, a court would probably find 50% as reasonable. The consumer could have gone back and asked for more but was unlikely to get much more.

Cover of How to Complain updated 2019 large cow logo

 

For lots of help, consumer laws, advice and  templates GET THE BOOK! How To Complain: The ESSENTIAL Consumer Guide to Getting REFUNDS, Redress and RESULTS!

Mothercare: From favourite to failure

What happened to Mothercare?

Update 5 November 2019

BBC News online reports All Mothercare UK stores to close:

“Troubled baby goods retailer Mothercare has called in administrators, putting 2,500 UK jobs at risk.

There will be a phased closure of all of its 79 UK stores, administrators from PwC said.

The UK firm “has been loss making for a number of years”, but international franchises are profitable, PwC said.

On Monday the baby goods firm said it was “not capable” of being sufficiently profitable and that it had failed to find a buyer.

Joint administrator Zelf Hussain said: “This is a sad moment for a well-known High Street name,” adding that Mothercare “has been hit hard by increasing cost pressures and changes in consumer spending.”

“It’s with real regret that we have to implement a phased closure of all UK stores. Our focus will be to help employees and keep the stores trading for as long as possible,” Mr Hussain said.”

Mothercare calls in the administrators

Mothercare announced today (4 November 2019) that it plans to bring in the administrators, putting 2,500 jobs at risk. So what happened?

BBC News back in May 2018 reported that Mothercare was finalising a rescue deal with its creditors after years of falling sales and profits. Mothercare: What’s gone wrong at the struggling retailer? It had already gone through a company voluntary arrangement (CVA), which allowed it to shut 55 shops.

Outside Mothercare store

Competition

Mothercare was once the place to go for parents-to-be. It was perhaps the only place to go when it was founded in 1961. Parents-to-be and new parents, friends and family wanting to make a gift to the new arrival, all went to Mothercare for the baby’s needs.

However in the last ten to twenty years or so Mothercare has not kept up with its competitors. It rested on its laurels, believing that it could go on as it always had being the market leader in baby goods. But it couldn’t.
Next, H & M, Primark, Matalan, supermarkets all started to compete in the same marketplace bringing both convenience and competitive prices. It almost goes without saying that Amazon has certainly played its part in Mothercare’s demise with the huge range of baby products and speedy delivery that it offers.

Even ten years ago online shopping sites for baby equipment were already doing great business and were at all the baby shows pushing their wares. I remember when I was pregnant 12 years ago and did my research on which came out best. The pushchair, the car seat, the cot all came from new online shopping sites and not Mothercare, simply on price for the same items and Mothercare did not offer any added value.

Whilst other stores increased their offerings, Mothercare did little to move with the times. It didn’t change its pricing structures and didn’t invest much in online services.

Mothercare expansion

At Tesco, the company expanded and profits fell before a new CEO drew in the reins and sold off parts of the business. In similar fashion Mothercare increased the number of shops and has been reducing outlets in the last few years but without the same impact on the company’s bottom line.
The company had already shut 58 stores out of 137 only last year. While Mothercase’s remaining network of 79 UK stores has been hit by this shock news of administration, overseas activities remain profitable and more than 1000 stores will continue to operate. [ref: http://www.mothercareplc.com/who-we-are/global-presence.aspx ]

Customer experience

In the past Mothercare was not only best on its range and price. It was also known for the expertise offered by its friendly and knowledgeable staff, many of whom had been with the company for years, as experienced mothers and grandmothers.

However, Mothercare stopped being the place where people went for advice some years ago. It could have been a unique selling point that online stores cannot offer, but was no longer seen as the place to find an “expert” to help with a baby question.

What customers say about Mothercare and why it is important

I asked people on my The Complaining Cow Facebook page what they thought of Mothercare’s demise. Analysts don’t seem to ever ask consumers questions about why a store is in decline and yet it is the consumers who stopped shopping there. Isn’t it obvious that that’s where the answers lie?

They told me quite clearly that price was a big factor and that it had ignored competition and had not kept up with the times. It should be offering advice and support and customer service that you can’t get online and, by doing that, build up loyalty. Consumers said that the company’s own brand items did not live up to the price being charged. They became old fashioned and seemed to be busy and understaffed, so ordering online is more simple and quicker. Mothercare’s own online systems had a variety of issues which put off prospective customers.

The name

It is the 21st century. Mothercare missed a trick. As well as not keeping up with the times in stock, prices and delivery the actual name is outdated. It isn’t just mothers shopping for families anymore! Imagine the publicity if they changed the name to cover to something like Parentcare or Familycare.

Executive greed

And, of course, not looking after price and customer service are not the only factors. The other is common to many other company failures: Greedy and ineffective executives.

The Evening Standard reported on executive appointments and pay at the company in its May 2018 article Mothercare to pay for two top salaries as boss Mark Newton-Jones rejoins. It said:

“Mark Newton-Jones, who was ousted by its then chairman Alan Parker last month, is now back, on a £480,000 salary a year. This is the same as he was due to be paid, but down on the £612,000 he earned last year.

David Woods, brought in to succeed him, will now be managing director, earning £430,000 a year. Parker has since left the business.”

That’s two very expensive bosses!

It seems odd that Mothercare should bring someone back who was not part of Mothercare’s success and also keep David Woods. Why? Neither of them have secured any growth. In fact they have been part of Mothercare’s decline, as the company continued to be overtaken by competitors and did not keep up with changing times.

Mothercare needs to Listen and Learn

Perhaps, just for once, a chain could listen to its customers and learn what they want. Update its name, service and whole model. In the meantime it seems there is unfortunately no clear future for this former family favourite.