Why the way you write a complaint affects whether it works

An item arrives damaged, an order never turns up, or an invoice does not match what you ordered. In all these cases the first step is usually a complaint to customer service, and the way that message is put together often decides how quickly and how helpfully you get a reply. A short, unstructured message without an order number often ends up in a second round of questions, whereas a complaint that is complete from the start can be dealt with straight away.

That does not mean a complaint has to be especially long or sound formal. It is enough for it to contain the key details in a clear order and to state what you want in a way that cannot be misunderstood.

The right details from the start

• The order number, because without it customer service first has to look up your order manually before anything can be checked at all.
• The order date and, if you know it, the delivery date, so the sequence of events is clear.
• An exact description of the problem, for example which item is affected and what the defect or error is.
• The outcome you want, in other words whether you expect a repair, a replacement, a partial refund or a full refund.

Photos of the damaged item or of a wrong delivery also help, because they save customer service from having to ask and make the complaint quicker to deal with.

Tone and structure: factual rather than emotional

A complaint comes across as most credible when it describes what happened calmly rather than putting your frustration front and centre. "The item arrived with a tear in the fabric; I would like a replacement or a refund" gets a clear answer faster than a long account of how disappointing the whole experience was. That does not mean you have to be meek about a justified complaint. Quite the opposite: a clearly stated problem with a clearly stated expectation is the most direct way of putting pressure on.

Which channel to choose

A contact form or an email has one advantage over a phone call: the whole process stays documented in writing, including the date and the exact wording. A call can get you a first response more quickly if the problem is urgent, but you should still sum it up in writing afterwards so the promise does not exist only verbally. If the contact form itself is not working, looking at the shop's company details often shows you where else to get in touch.

Worked example: stating the right claim

Say you ordered a jacket for 89 euros and it arrives with a broken zip. In your complaint, describe the defect and say clearly what you expect: a repair, a replacement or a refund of the full 89 euros. If instead you vaguely ask for "a solution", customer service first has to ask which of the three options you actually mean, which delays things unnecessarily. If the goods are faulty, the statutory legal guarantee also applies, which in the EU lasts at least two years and in principle entitles you to a repair or replacement. Outside the EU, for example in the UK, the USA or Canada, your own country's rules apply.

If the first reply is not good enough

If the first reply is evasive or never comes, a short, specific follow-up helps more than a second, lengthy repetition of your original complaint. Refer to the date of your first message and briefly repeat the outcome you want. If that also gets no response, the next step, depending on how you paid, is a chargeback through your bank or a claim with your payment provider, as long as it is about money that should be coming back to you.

How to keep a record of the correspondence

Save every message, every reply and every promise in a separate folder rather than relying on your inbox alone, where older messages quickly slip out of sight. Also note when you called and what was said on the phone, even if there is no written record of it. This record becomes especially important if a complaint takes several rounds or a bank or payment provider has to get involved later, because then every single message can serve as evidence.

A short template to get you started

A complaint that works does not need to be elegantly worded. Order number, a short description of the problem, the outcome you want: that is enough as the basic structure for your first message. Add a photo if there is a visible defect, and in most cases the message is complete enough to be dealt with without any further questions. You will find more basics about returns and refunds in our frequently asked questions.

When several orders are affected at once

If two or three orders are affected by a similar problem, for instance because several items from the same delivery arrived damaged, it is still worth sending one clearly structured message rather than several separate complaints about the same matter. In that case, list each affected order number separately and briefly describe the problem for each one, rather than mixing everything together in one long, confusing paragraph. Customer service can usually deal with a message laid out like this in one go, whereas several separate messages about the same issue tend to lead to duplicated work and contradictory answers.

When the reply is just a stock response

Sometimes a detailed complaint only gets a very general reply that does not address your actual problem at all. In that case it helps to refer explicitly in your response to the specific points in your original message, for example by repeating the exact order number and the claim you made. This makes it clear that a general reply does not solve your issue and increases the chance that next time someone will look at the actual problem more closely instead of sending another standard answer.

Frequently asked questions

Do I need to refer to the law in a complaint?

No, it is enough to describe the problem clearly and state the outcome you want. If the goods are faulty, in the EU you are entitled to the legal guarantee anyway, without having to quote it explicitly.

How long should I wait for a reply before following up?

That depends on the shop. As a rule, a short follow-up is worthwhile if you have had no response after about a week. If the problem is urgent, for example a missing delivery shortly before an important date, you can chase it up sooner.

Does a phone call get results faster than a written complaint?

A call can get you a first response more quickly in urgent cases, but it does not automatically leave a record. So sum up any verbal promise in writing afterwards.

What if customer service simply rejects my complaint?

First check whether the rejection is backed up with a clear reason. If it seems unjustified, a factual follow-up referring to the legal guarantee or, if you are cancelling an order, to your right of withdrawal within the EU helps. Outside the EU, refer to the consumer rights that apply in your country.