When things go right in the marketplace, we often don’t notice. We make a purchase, we expect the item to perform as it was advertised, and usually it does. While the majority of purchases we make may be problem-free, it’s worth a moment to consider what to do when a product is not satisfactory.

Our first impulse may be to do nothing; studies have shown that roughly one-third of all consumer problems aren’t reported. We may figure, “What’s the point of fighting the big corporations? They always win in the end.” Or we may be ashamed or embarrassed or simply too busy to complain.

Our second reflex may be to make noise, and lots of it. At the top of our lungs, if we really feel we’ve been wronged. While a little hollering or griping may make us feel better, it doesn’t do a thing toward solving our problems. So, avoid the colorful language, save your lungs and take effective action.

Some complaints can be resolved with a single phone call to the store or company with which you’ve had your unpleasant dealing. More difficult issues might involve a face-to-face meeting, followed up by a letter. Writing a letter is a great first step, even if you never mail it; the act of writing gives you a chance to organize your thoughts, to reconstruct a series of events if that’s appropriate, and to gather the relevant documents. It also gives you a chance to blow off steam in private, on paper – you can tear it up and tone it down before mailing a final version.

There are some basic points to keep in mind when corresponding on a complaint:

. Identify yourself and state your problem clearly and concisely (limit letters to one or two typed or clearly written pages).

. Send copies of any pertinent documents; keep the originals and keep a copy of your letter.

. Send your complaint on a “return receipt requested” basis – it’s not as costly as a registered letter, and you’ll know that the letter arrived. If you send copies to Northeast CONTACT, note that at the bottom of your letter (send those copies by regular mail).

. Decide whom you would like to see your complaint. The company president or CEO is often a great person to start with; you might find executives listed on a company’s Web site, or your public library can help you locate the information.

. Indicate a reasonable date for a response, perhaps 10 to 15 working days.

. Don’t accept a solution that you feel is inadequate. If it is adequate, confirm the solution in writing; don’t accept verbal assurances.

The Maine Attorney General’s Office Web site contains a consumer law guide. If you think your legal rights have been violated (say, you believe you have been sold defective goods), you may want to copy the relevant section and send that along.

Often, a simple phone call may resolve your problem -businesses still prefer satisfied customers. If you do need to complain, an organized approach is almost always the most effective one.

Consumer Forum is a collaboration, now in its 30th year, of the Bangor Daily News and Northeast CONTACT, Maine’s membership-funded nonprofit consumer organization. Individual and business memberships are available at modest rates. Interested and motivated prospective volunteers are always needed and welcomed to apply to help with our mission. For assistance with consumer-related issues, including consumer fraud and identity theft, or for more information, write: Consumer Forum, Bangor Daily News, P.O. Box 1329, Bangor 04402-1329.