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Britains learn how to complain with new site

Direct Marketing Week April 30th, 2001

The British public are being offered aid in loosening their upper lips and getting to grips with the art of complaining with the launch of a new website, howtocomplain.com.

Developed by agency, Aphabet Advertising, the online venture is aimed at offering help to those who want to complain to companies about the services they've received, by directing them to the right places to start, as well as tracking the progress of the complaint.

The service is hoped to serve as an effective relationship marketing tool, by allowing the relevant companies access to the findings of the complainants' experiences and thus learn from their mistakes.

A soft marketing launch of the service is posied for roll out using leaflets, a customer e-mail campaign and outdoor executions.

"Usability and functionality were among the most important features we were looking for in the designing of the site", said Stuart McCandlish, site founder and managing director. "After all, the appeal of the service is that it eases the process of complaining while giving people the extra element of being able to find out what stage their complaint has got to."