I was recently forced to exercise my rights as a customer toward a multinational corporation, and contrary to what I expected, I came out alive — and on top. Here’s how you can, too.

My bank (whose name I chose to keep anonymous for the safety of the $40 in my checking account) attempted to charge my checking account $35 for something called an “insufficient funds fee.”  Apparently, I overdrew the money I didn’t have and was being punished by having more money taken from me. Yes, I have money-spending problems, and I’m not afraid to admit it.  But even though the policy of my bank states clearly their intentions in these actions, I couldn’t help but get irrationally angry. I pay these people. These bank executives work for me. How does it make sense to excessively charge someone who clearly has no money? So I decided to make an angry phone call to the dreaded 800 number.

Faced with the task of having to wait a half hour on the line listening to Bon Jovi music, I began pondering back to Spring Quarter last year, and my Marketing 202 class with Ohio University professor Jane Sojka. For those unfamiliar with marketing techniques, know that there is no more valuable information when dealing with business. Dr. Sojka told our class that it costs a company seven times more money to find a new customer than to retain an already existing one. As a customer of my bank, I have demands, and it is cheaper for their company to meet those demands — no matter how farfetched — than to find a new me.  Replacing is far more costly than retaining. I had every right to demand my rational request to have the “insufficient funds fee” removed from my record.

With this useful statistic in mind, I mentally practiced what I would say to the representative when the music finally ended. I was a loyal customer of over four years now, and have both a checking and savings account there.  I’m worth money to them and they need me. Eventually, when the rep answered the phone, I recited my carefully planned out demand, and in less than 45 seconds of actual phone time, the charge was removed and I was credited with the money that was taken. As simple as that. I made the call, made the demand, made my case and made my money back.

What people commonly don’t realize is that their business is worth more to a company than just a number on a bank account. Retaining current customers is a cornerstone to keep a business running. If a company preaches customer satisfaction, don’t give up until you — the customer — are completely satisfied, no matter how much bad music you must listen to. Don’t let companies push you around and don’t let instances like this slip through the cracks when they can be so easily caught.

I’m certainly not advocating going into your bank and demanding a million dollar deposit into your savings or else you’ll open an account with a competitor. Just don’t be intimidated by an 800 number, a 20-minute hold or the automated Bon Jovi recording. Customers keep businesses running, so don’t be afraid to stand up for your rights.

Emily Glauser is a senior studying journalism. Stand up for you consumer rights by e-mailing her at eg293805@ohiou.edu.