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What you need to know about Action

Today marks a new beginning for Action, as we're welcomed to the Business section.

By Suzanne Palmer, Times Staff Writer
Published January 7, 2008

Today marks a new beginning for Action, as we're welcomed to the Business section.

For those readers unfamiliar with the column, I thought it would be a good idea to do a little introduction, to let you know what Action is all about and what it can and can't do for you.

In Ron Burley's bookUnscrewed, The Consumer's Guide to Getting What You Paid For he points out that in today's global economy, every management decision is based on how it will affect the company's bottom line.

"They've tossed the numbers into a simple profit and loss equation," Burley says, "and decided that it will cost them less to replace you than to deal with you."

Sound cynical? In many cases, it's true. Why else would poor customer service be the No. 1 complaint I hear from readers?

Action's primary goal is to facilitate communication. We want to make sure there is meaningful dialogue between a consumer and a business.

In order to review any complaint, Action needs to receive it in writing. Tell us the sequence of events, and don't forget to ask for a specific resolution.

Even when both parties are being honest and open, they may remember the situation very differently. That's why we ask readers to send as much documentation with their complaints as possible. We ask the same of businesses.

If a business' name appears in print, it's only fair that the name of the reader making the complaint should appear. So everyone is named in nearly all cases.

While the column is not a forum for editorial opinion, I have the opportunity to comment, based on my experience and the facts. However, when a consumer is angry about a real or perceived wrong and a business is trying to protect its reputation, it is often extremely difficult to get at the facts.

That's why you often see complaints and answers presented very directly: the consumer's side and the business'. I believe readers are smart enough to draw their own conclusions when no resolution is obvious.

While an inquiry by the press will often prompt a response when none was forthcoming to the reader, Action has no power to subpoena documents, compel sworn testimony or force a business to correct a wrong. That is the bailiwick of the legal system.

Action will not pressure a business to cave in to unreasonable or unfounded complaints simply because the item may appear in the paper. I specifically counsel against it. There are times when a reader has just done a poor job as a consumer and wants Action to fix it.

When businesses ignore their customers, are negligent or don't live up to their contracts, we urge consumers to contact local and state authorities and make formal complaints. Not only do you help yourself, but by creating a paper trail, you may help others avoid the same experience.

As consumers, we need to be thorough. Read contracts. Understand terms and conditions, especially refund and cancellation policies.

Check license numbers with local or state authorities. Businesses should have mailing addresses on their contracts. Ask for one if it's not there.

Phone calls can be ignored, but a letter sent by certified mail, return receipt requested, is a document that can be traced.

Read and understand your health care benefits. Don't rely on medical office personnel to know your policy: Filing insurance claims is a courtesy; it's not their job to know the details of your policy.

Ask questions, and if you're not satisfied or don't understand the answers, don't finalize the purchase or sign the contract. Don't allow yourself to be pressured. It's your money, after all.

One of Action's most important goals is to educate readers, even when we aren't able to resolve all of their complaints.

As a member of the media, I have access to resources and experts that help me answer your questions and provide more thorough explanations to confusing topics. I learn something new every day. I hope you will, too.

Action solves problems and gets answers for you. Write Times Action, P.O. Box 1121, St. Petersburg, FL 33731, or call (727) 893-8171 or, outside of Pinellas, toll-free 1-800-333-7505, ext. 8171, to leave a recorded request. Complaints can be accepted only by mail. Send only photocopies of personal documents. Names of letter writers will not be omitted, except in unusual circumstances. Letters may be edited for length and clarity.

[Last modified January 4, 2008, 20:40:23]