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quickymart: Is that the escalation process you follow with every company that doesn't resolve something to your satisfaction? By e-mailing the CEO?
Many people may turn to bashing a company on FB or twitter, however who really cares how someone escalates an issue, that's their choice. If no one is taking an issue seriously, and customers are having to spend that amount of time you can be sure that Simon or any other exec would want to know. Despite what you may think, companies actually like hearing feedback as it's one of the few times they get to engage with them.
Regardless of how insignificant a single customer is, if your service is poor, you don't deserve to be paid full price for the 'service' you're offering. Would you pay full price if the fuel pump only delivered you half your fuel? - serious question.
