I once wrote to Anheiser Busch about a six pack of their beer that had been sold to me... half of the six pack was half empty and flat.... and the company sent me a gift certificate for a case of their product.

I wasn't rude, but I expressed my disappointment. I think it's important to give a fair customer response to bad treatment... but remember not to abuse the person to whom you complain, because giving bad treatment in return is simply not nice,