How to escalate a complaint
I am often asked “How do I get a company to answer me?” or “A company has refused my refund, what can I do?” and more on the same theme! Whatever the post across my social media platforms, Instagram, Facebook, TikTok and Threads, there are always consumers wanting to know what to do when a company doesn’t give them what they want.
In my weekly The Complaining Cow Consumer Column, I answer your most asked questions. So, this week I am looking at what you can do after you have followed the Top 20 Tips for complaining effectively.
The TikTok video below gives a brief outline of your options:
@thecomplainingcow Not getting anywhere with a complaint? 👀 Most people stop too early ❌ 👉 Customer service ignores you 👉 Escalate to CEO 👉 Then Ombudsman 👉 Then court if needed See the books and website for more help There’s always a next step ⚖️ Where are you stuck? 👇 #consumerrights#complaints#refunds#consumeradvice#consumers
Contact the CEO
Ceoemail.com is a website that provides email addresses for CEOs. Over the years this site has become increasingly popular, showing the effectiveness of using this method and perhaps a growing frustration with customer services.
The CEO is unlikely to respond personally (although some do), but it does get your complaint escalated to the top. Your complaint is less likely to be ignored and staff around the CEO usually have more autonomy and wriggle room to offer more.
@thecomplainingcow Replying to @Holibobs #bookingcom #Refund #MoneyTipsAndTricks #ConsumerLaw #BookRecommendations
When emailing the CEO, forward all your correspondence and ensure that you have followed all the advice in the Top 20 Tips above.
Use an Alternative Dispute Resolution provider
Many companies are a member of an Alternative Dispute Resolution (ADR) provider scheme. This is usually an ombudsman. See my article Alternatve Dispute Resolution what it all means.
Most people will already have heard of the Financial Ombudsman Service (FOS), The Energy Ombudsman and there are two providers for telecoms.
These are in the so-called “statutory” sectors. Companies in these areas must be a member of the appropriate scheme. Telecoms providers can be a member of Ombudsman Services: Telecoms or the Communication & Internet Services Adjudication Scheme. Check to see the scheme to which your supplier belongs.
In these “statutory” sectors all companies must be members of the relevant scheme.
However, there are ADR providers in other sectors. These schemes are voluntary and you will need to check if your trader is a member before threatening to go to an Ombudsman. For example, The Motor Ombudsman whose members include vehicle manufacturers, warranty product providers, franchised dealers, independent garages, networks and bodyshops. The Dispute Resolution Ombudsman along with the Furniture & Home Improvement Ombudsman (FHIO) and Rail Ombudsman provide Alternative Dispute Resolution (ADR) for the rail, retail and the furniture and home improvement sectors.
You can take the matter to an ADR provider 8 weeks after the date you first made the complaint. The company may also give you a deadlock letter or you can request one. This means that the company has made its final offer and you can proceed to ADR.
Under new Ofcom rules, from the 8 April 2026 this 8 weeks has been reduced to 6 weeks for telecom providers.
You can find a list of all the ADR providers on the Chartered Trading Standards Institute ADR Providers list.
More on ADR, what it is and my work around it.
Small Claims Court
Ultimately, you may need to take your matter to the Small Claims Court. Before this, you can threaten court action very effectively by showing that you mean business and this can often get the desired result. These days, making a claim can usually be done online, without requiring a visit to a court building.
Fill in all the details until “submit”. This should include everything that you are claiming for, plus the court costs which vary according to the amount you are claiming. Add in any out-of-pocket expenses, such as travel costs that you may have incurred or will incur in attending court. Then take a screenshot or print to a PDF file
Email the CEO, as above, attaching the screenshot or PDF, forward the previous correspondence and change the subject line to “email before action”. In the email write that, further to previous correspondence, you are not satisfied with the response and will be taking the matter through the Small Claims Court.
Give them a deadline by which they must reply or you will click “submit” with no further recourse to them. This tells them quite clearly that you are serious about taking them to court, know how to do it and will do so. It rarely fails to do the trick!
If, however, this still does not elicit a satisfactory response, you can take the matter to court. Costs vary depending on the amount you are claiming and in what part of the UK you live.
Showing you know your rights and won’t be fobbed off demonstrates to the retailer that you mean business. Using these methods you are more likely to get the redress to which you are entitled.
See How to use the Small Claims Court for more details on the process in England and Wales.
Go to moneyclaimonline in England and Wales. For Scotland, go to scotcourt.gov.uk and for Northern Ireland NIDirect.gov.uk
How to escalate your consumer issue
See consumer rights expert media appearances and commentary for more of my media work.
Further help with complaining
To ensure that you know your rights and how to use them take a look at the book. How to Complain: The Essential Consumer Guide to Getting Refunds, Redress and Results. As one reviewer says “you’ll get more than your money back the first time you use it!”
101 Habits of an Effective complainer designed to improve the way you look at and make complaints. Each page gives you a complaining habit to consider and an example of how and why it empowers you to become more effective in getting the results you want.
Purchase downloadable templates to gain redress to get refunds and redress.
