Powerful: Businesses know potential customers checking them out on Google, Yahoo, MSN and AOL could see the CX Complaint and their response.

Every business is concerned about its online reputation. We stress that we want to make them look good, but that will happen only if they quickly fix your problem.

Helpful, Respectful: CX makes it easier for them to meet the high standards of a responsible, responsive, successful business.

Persistent: Sometimes we just have to keep coming back at them....

Experienced: Unmatched. They can tell....

Principled: CX negotiates from the principle that consumers need to get what they paid for (not trying to split-the-difference, close the file....)

Consumer-funded, limited-profit: CX can't be gagged or bought.

Credible: They can quickly verify that CX is serious (national media, online....)

Creative: Sometimes CX can get a good firm to fix the problem of a bad one....

Motivating: CX gives them a responsiveness rating, a deadline, feedback, quick responses....

Targeted: To the person with the judgment and discretion to fix your problem.

Paper: CX letters are harder to ignore than phone or email.

Conspicuous: CX letters are selected for action out of the pile that will be ignored.....

Concise complaints: The over-loaded reader can immediately understand the problem and solution....

Reasonable: We ask for what is right and attainable.

Fair: CX will fairly and conspicuously publish the business' story.

Responsive: Easy telephone and email contact, specific clarification when they don't understand....

Finally: If all this fails, CX keeps publishing both the problem and their inadequate response. Consumers will be able to avoid the bad business, making others prosper. And you can move on with your life knowing you took your last, best shot.
            But when this process works, CX sends a thank-you and we all celebrate.