My local supermarket is part of a huge chain, and I need to disclose straightaway that they trained me as a retail clerk when I was in college.

One torturous week of intensive indoctrination helped to forge me into the customer service champion I am-at least partly. They taught me the company guarantees EVERYTHING IT SELLS, period. And that dedication to customer satisfaction has helped it to become and remain an icon in a competitive field.

So, when the DVD kiosk at the market was broken, I strode up to the customer service desk and confidently started to hand my rental to the clerk.

"Oh, no, I can't take that!" she exclaimed, waving me away

"You'll need to call an 800 number. We have nothing to do with that rental company!" She couldn't spew out the words fast enough.

"Oh, yes you can!" I replied in direct contradiction, having done this once before and knowing if that store puts that DVD into commerce, it is responsible to some extent. Plus, knowing the chain's overarching satisfaction policy, I wasn't to be dissuaded from my purpose.

"That 's NOT customer service!" I barked out, and just as quickly she caved and said bitterly, "Okay give it to me!"

I asked, "What's your name?"

She told me and then added, "Go ahead, complain about me: I DON'T CARE!"

Actually, I wasn't about to waste any more time complaining, but she convinced me, otherwise. I found the manager and said slowly and clearly: "I'm not shopping here today!"

"Why?" he replied, recognizing me as a regular that stops in during a regular morning jog and at other times.

"Ask so-and-so," I said, and with that I left to do my shopping at another store.

Most companies lose business and never realize it because customers vote with their feet, so to speak. We march off to a competitor without voicing our complaints. I am resolved to do the opposite, to not only say it once, but to retell the story, time after time, to drive home the true costs of customer abuse.

Today, finishing my jog, I said to the clerk: "Please tell the manager I'm not shopping here today, and if he asks why, have him ask so-and-so. He'll know what I'm talking about."

"And by the way," I added, "Today is Day Two of my not shopping here."

As I was leaving a very nice and capable clerk saw me and I told her briefly what was going on. Other clerks at their registers stared, with mouths agape.

Undoubtedly, they'll hear the story, and waves upon waves of impacts will be felt.

I don't know how long I'll keep this up. I may pop in, intermittently, to say, "Hi, this is Day 35 of I'm not shopping here!"

For better treatment, send a crystal clear message of dissatisfaction, one that they won't hear if you silently go to a competitor or fill out a survey that is slanted only to say their service is good and better.

And then resend that message, telling them YOU ARE STAYING AWAY!

You'll do more to reform their ways than an individual patron has ever done, before.